The Long Television Ad
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?I have to wonder?if a two minute drug ad is just too long…? |
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I saw a Xarelto commercial on CNN recently. It was the first time I had seen it and I assume the campaign just started for the blood-thinning drug made by Jannsen. The length was two minutes. The question I had after seeing it was on the appropriate length of a DTC ad. Most need 60 seconds to deliver around 20-30 seconds of mandated fair balance.
As I watched this two minute ad, I had to wonder if an audience would stay with it. I clearly understood it and the main selling point of once a day convenience and no blood testing. They are competing with Pradaxa from Boeringher which was the first drug approved to compete with warfarin (Coumadin). Pradaxa managed its DTC ad in 60 seconds and I thought the ad did a good job introducing the new class of drug.
I cannot comment much on the effectiveness of Xarelto?s ad. I am reasonably certain the ad was consumer tested both qualitatively and quantitatively which would be standard practice. Jannsen is part of J&J so I am also sure they got enough advice from consumer experts on advertising. That being said, I must admit I had some Xarelto fatigue watching the two minute ad. It was a fairly standard creative treatment of a man being followed around in various stages of his daily routine. It was quite clear in the benefits of taking Xarelto.
I have to wonder though if a two minute drug ad is just too long for the average television viewer to stay interested. I would expect significant zapping. Xarelto has been approved for several indications. It is indicated for Atrial Fibrillation, reducing the risk of recurrence of Deep Vein Thrombosis and Pulmonary Embolism, and prevention of DVT after knee or hip surgery. With all these indications and the required fair balance, it takes two minutes to discuss. Sometimes less is more. Perhaps a commercial that focuses on only one indication and benefit might be better digested by consumers.
In general, the most effective DTC categories are the ones that solve one problem. Viagra restores erections, Crestor lowers cholesterol, Januvia lowers blood sugar, and Nexium reduces excess acid. When a drug does several things, it is harder to explain. I would be very interested in the consumer testing on Xarelto to see the impact of all those claims and fair balance.
Perhaps this length commercial will only be shown on news shows where two minutes of information is more compatible with the program environment. I think a commercial this long would not be right for a typical police drama or comedy. I am sure the client and agency have had these discussions on ad length and have satisfied themselves that, although long, the Xarelto ad gets the key messages across.
Bob Ehrlich, Chairman
DTC Perspectives, Inc.
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