We measure the impact of direct-to-consumer television advertising (DTCA) by drug manufacturers. Our identification … strategy exploits shocks to local advertising markets generated by idiosyncrasies of the political advertising cycle as well as … a 0.76% increase in revenue, while the same increase in rival advertising leads to a 0.55% decrease in firm revenue …

The adoption and use of digital forms of direct-to-consumer advertising (also known as “eDTCA”) is on the rise. At the …

rapid rise in direct-to-consumer advertising (DTCA), made feasible by the Food and Drug Administration's (FDA) clarification … and relaxation of the rules governing broadcast advertising in 1997 and 1999. This study investigates the separate effects … of broadcast and non-broadcast DTCA on price and demand, utilizing an extended time series of monthly records for all …