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Curious About The Bath Tubs In Cialis Commercials

“This is not only a responsible thing to do, but it can also create creative marketing opportunities,” Kim said. “For example, companies selling infant-related medicines and goods like children’s cold medicine, baby car seats or diapers might use ED drug ads as an additional market variable to better anticipate and predict local pregnancy rates 10 months later — essentially their market potential — and improve upon jointly deploying marketing and distribution resources across various regions.”

Why Two Bathtubs In Cialis Ads

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Curious About The Bath Tubs In Cialis Commercials

FITCHBURG (CBS) – Those two bath tubs are certainly an iconic image in the world of advertising.

They made Jane from Fitchburg curious about what they really mean. She wrote us, asking “Could you please tell us what the two bath tubs are supposed to represent in the commercials for Cialis? It doesn’t make any sense to me, or anyone I have spoken with.”

When we asked people in Brookline Village, they said they didn’t have any idea what those tubs are supposed to represent.

WBZ-TV’s Kate Merrill reports

Babson College marketing professor Glenn Kelley says there is really no good advertising for drugs dealing with erectile dysfunction. He believes that when this campaign was launched a number of years ago, the goal was to push sex without being too sexy.

Now the company has a recognizable logo and probably doesn’t want to risk changing it, according to Kelley. “I think there’s a mantra within the corporation that that’s our logo and we are not changing it,” said Kelley.

Advertising for E.D. drugs is huge. As baby boomers age, be prepared to see a whole lot more of it for all kinds of drugs, such as Viagra.

“They are spending $313 million dollars a year, up significantly from just a couple of years ago and climbing,” said Kelley.

That could cause concern for some families who might watch TV during dinner or a football game, when one of these ads pops us. In fact, one congressman even filed a bill that would only allow these ads to air after 10 pm.

Melissa Henson of the Parents Television Council said many parents are caught off guard by these commercials. Her group got the drug companies to provide a schedule of when these ads would run. They post those air dates on their website so parents have the option of keeping their children away from the screen during those shows.

Henson believes the most offensive material is often mandated by the FDA. “Quite often the most problematic content is in the medical disclaimers at the end of the commercials.” The PTC would like to work the FDA to change some of that language.

One man in Brookline told us that although the Cialis ads are somewhat random, they do stick in your head. That’s an indication that they are working.

We reached out to the Lilly Corporation, the makers of Cialis, and did not receive a response about the advertising campaign.

First published on May 13, 2011 / 11:31 PM

© 2011 CBS Broadcasting Inc. All Rights Reserved.

Marketing Study Investigates Impact of Viagra TV Ads on Birth Rates

Many marketing studies have examined the impact of direct-to-consumer advertising of pharmaceuticals on sales and market shares. But in a new study, a researcher from The University of Texas at Dallas wanted to know whether drug advertising might have some unintended, population-level health consequences.

“A colleague and I were brainstorming, and I wondered, ‘Can Viagra ads result in more babies?’” said Dr. Tongil “TI” Kim, assistant professor of marketing in the Naveen Jindal School of Management and one of the study’s co-authors. “With a more or less fixed gestation period, my colleague and I knew that we could compare advertising amount and birth rates after 10 months.”

In the study, published online April 28 and in the August print issue of the Journal of Marketing Research, Kim and Dr. Diwas KC of Emory University explored the impact of direct-to-consumer advertising of erectile dysfunction (ED) drugs on birth rate at the population level.

The researchers examined local television commercials for three drug brands: Viagra (sildenafil), Levitra (vardenafil) and Cialis (tadalafil). They compared advertising data with hospital data from Massachusetts between 2001 and 2010, and with 15 million birth certificate records from the U.S. between 2000 and 2004.

They used a type of quasi field experiment — a way to show causality in economics and marketing — to address many potential confounding factors. They examined two sets of adjacent rural ZIP codes with similar characteristics, where one side received more ED drug ads than the other side due to discontinuity in TV ad market delineation. In other words, they compared two sets of ZIP codes that are very similar in terms of demographics and socioeconomic factors except for the level of ED drug ads.

Additionally, the researchers considered other variables that might have affected increased birth rates during these time periods, such as inclement or cold weather. They also considered other advertising, over-the-air signal quality and the possibility of couples moving across the television markets’ geographic borders, and determined those factors were not major concerns in the study’s setting.

In further robustness checks, the researchers replaced ED drug advertising with advertising for an unrelated drug category and found no impact on birth rates. Also, they did not find significant effects in earlier months as gestation would take at least nine months.

The researchers found that in ZIP codes where more ED drug ads ran than in neighboring ZIP codes, the birth rates were higher 10 months after the advertising aired. Their results showed that a 1% increase in ED drug advertising contributed to an increase of 0.04% to 0.08% of total births. They also found the ads particularly increased births among families with children.

The researchers believe that some viewers watched the ads and purchased ED drugs to improve their chances of achieving pregnancy (consumption effect), while others may have been affected by the suggestive nature of the ads without purchasing ED drugs (media effect).

“As for the content of the ads, many of the ED drug commercials during the data period featured suggestive ad copy and content,” Kim said, “which resulted in some people deeming ED drug ads inappropriate for family viewing, as demonstrated by a legislative bill that was introduced in 2009 calling to ban ED drug ads on TV between 6 a.m. and 10 p.m.”

Further analysis using Google Trends data indicated that more frequent ED drug advertising was associated with higher pregnancy-intent keyword searches.

One popular hypothesis for the increased birth rates focused on older male ad viewers taking the pill and fathering more babies, Kim said. The data, however, did not show an increase in the average age of the fathers. It is possible this effect plays a role equally across different age groups, he said.

“Can mere TV content affect fertility decisions? Many studies have found this. For example, the launch of TV shows in Brazil about female working professionals was linked to a substantial decrease in the nation’s birth rates.”

Dr. Tongil “TI” Kim, assistant professor of marketing in the Naveen Jindal School of Management

An unexpected finding was a stronger effect from the ads on birth rates in regions with lower incomes.

“It was surprising. During our data period, the majority of ED drug consumers paid the full price out of their own pockets because ED drugs were generally not covered by insurance in the U.S.,” Kim said.

Based on the increased Google searches with intent to get pregnant and higher birth rates in lower-income areas that cannot be solely explained by the consumption effect, the researchers believe the media effect is possible.

“Can mere TV content affect fertility decisions? Many studies have found this. For example, the launch of TV shows in Brazil about female working professionals was linked to a substantial decrease in the nation’s birth rates,” Kim said.

The researchers said their study could provide companies a framework to monitor unintended health consequences in relation to the launch and marketing of pharmaceutical goods. Companies should be aware that, beyond simply increasing sales and market shares, marketing activities may have unforeseen spillover effects on societal outcomes, especially if the products are related to health or wellness.

“This is not only a responsible thing to do, but it can also create creative marketing opportunities,” Kim said. “For example, companies selling infant-related medicines and goods like children’s cold medicine, baby car seats or diapers might use ED drug ads as an additional market variable to better anticipate and predict local pregnancy rates 10 months later — essentially their market potential — and improve upon jointly deploying marketing and distribution resources across various regions.”

The study also has implications for policymakers. Kim said they should be mindful of the multifaceted and even unexpected outcomes when considering whether to allow direct-to-consumer advertising of pharmaceuticals — something that only is permitted in the U.S. and New Zealand. The Food and Drug Administration relaxed restrictions on direct-to-consumer advertising in 1997. Since then, TV advertising for pharmaceuticals increased substantially, with more than 80 drug ads estimated to be aired every hour on U.S. television.

Media Contact: Brittany Magelssen, UT Dallas, 972-883-4357, [email protected], or the Office of Media Relations, UT Dallas, (972) 883-2155, [email protected]

State Supreme Court Sides With Eli Lilly, Rejecting Pro Se Litigant’s Advertising Exception in Suit Over Cialis

In a matter of first impression, the Washington Supreme Court sided with Eli Lilly and Co., finding that state law does not recognize an exception to the learned intermediary doctrine when a prescription drug manufacturer advertises its product directly to consumers.

The pro se plaintiff, David Dearinger, claims he suffered a hemorrhage leading to a stroke that caused permanent disabilities shortly after taking Cialis, a prescription drug manufactured by Lilly. Dearinger argues the Lilly knew or failed to know that the medication could increase the risk of stroke and the company failed to adequately warn users of such risk, according to the majority opinion filed Thursday.

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