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Drug Promotion: Consumers Prefer Live Action Over Animated Characters In TV Ads

 
• By Sue Sutter

US FDA research finds consumer attitudes are more positive when animated characters personify drug benefits or sufferers, rather than representing the disease itself; OPDP staff also present research on consumer understanding of oncology endpoints and prescribers’ ability to detect deceptive ads.

Watching TV and using remote controller
Consumers view people more favorably than animated characters in TV commercials for drugs. • Source: Shutterstock

Live action direct-to-consumer television ads for drugs are more favorably perceived by viewers than commercials with animated characters, according to new research from the US Food and Drug Administration’s drug promotion office.

In addition, consumer attitudes toward an animated character in a DTC ad are more positive when that character personifies a...

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