1. DTC Prescription Drug Television
Advertisements
Impact of Distraction on Consumer Understanding of
Risk and Benefit Information
Krystina Smith, Research Analyst

2. The FDA conducted a study on the impact of distractions on
the perception of risk in pharmaceutical television ads
• The current FDA regulations require that DTC television ads for
prescription drugs present the most serious and frequent side effects
– Current regulations require this information to be shared in the voiceover, but it does
not have to be represented visually (via text or visual images)
• There has been concern that elements of television ads may influence
consumers’ understanding of risk information
• Because of that concern, the FDA conducted a study evaluating how
well product risks are understood
Source: http://www.fda.gov/downloads/AboutFDA/CentersOffices/OfficeofMedicalProductsandTobacco/CDER/UCM285377.pdf

3. Research methodology
• Research was published by the FDA in June 2011
• Approximately 2000 consumers over the age of 40 participated
• Participants viewed a 75-second ad for Zintria, a fictitious drug, along
with other ads
• They were asked to evaluate the ads in a 20-minute online survey
Source: http://www.fda.gov/downloads/AboutFDA/CentersOffices/OfficeofMedicalProductsandTobacco/CDER/UCM285377.pdf

4. Key elements of an ad were tested to determine the influence
on consumers’ understanding of risk
• Research was done to investigate how consumers’ understanding of
risk information may be influenced by
– Superimposed text
– Emotional tone of visual images
– Consistency of the visual images with risk information
Example: Superimposed text
during the presentation of risk
information.
Source: http://www.fda.gov/downloads/AboutFDA/CentersOffices/OfficeofMedicalProductsandTobacco/CDER/UCM285377.pdf

5. Superimposed text and emotional tone of visual images
did not have an effect on risk comprehension
• Neither positive visual images
nor superimposed text in the
ad had any significant effect on
consumers’ ability to
understand risks
• However, positive visual
images influenced viewers’
Positive visual imagery in the ad does not have an effect feelings toward a product
risk comprehension, but it does influence perception of
the product.
– A more positive visual image results
in a more positive perception of the
product
Source: http://www.fda.gov/downloads/AboutFDA/CentersOffices/OfficeofMedicalProductsandTobacco/CDER/UCM285377.pdf

6. However, presenting text on the screen at the same time as
the voiceover had an influence on risk comprehension
• Presenting the spoken risk at the same time as text improves
understanding of the product’s major and frequent side effects
• Product benefit comprehension is not affected by the addition of the
simultaneous presentation of risks in text and audio
Source: http://www.fda.gov/downloads/AboutFDA/CentersOffices/OfficeofMedicalProductsandTobacco/CDER/UCM285377.pdf

7. What does this means for pharmaceutical DTC television
advertising?
• Having the major and most common side effects written on the
screen at the same time it is being spoken helps viewers better
understand product risks
• The clear presentation of risks does not clout a viewer’s ability to
understand the product’s benefits
• All other visual elements of the ad do not have an effect on a viewer’s
comprehension of the product’s risks
Source: http://www.fda.gov/downloads/AboutFDA/CentersOffices/OfficeofMedicalProductsandTobacco/CDER/UCM285377.pdf