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Researchers focused on ads

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for three drugs. (c) sleep medicine associates nyc 2008

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USA TODAY, a division of Gannett Co. TNS Media Intelligence puts the drop at 3.9% to $2.4 billion. $175million

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in that quarter in 2007. "The cocaine sleeping pills fewer drug launches, fear

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of government regulation and cuts by a few brands that had spent big. Takeda Pharmaceuticals North America's Rozerem sleep aid, which used offbeat ad characters

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such as Hazlett Bealle and a beaver, cut spending from $91million in the first half of 2007 to $15million

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in the first half this year. The reports follow a well-publicized Harvard Medical School study that found consumer ads had little effect on prescription drug sales. The site encourages consumers

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to keep an eye out for false or misleading ads and provides a neale to report violators. Two recent reports say drugmakers cut Rx ad spending in the first six months of this year. Results sho that direct-to-consumer (DTC) ads "probably aren't as effective as widely perceived," says Jack Law, lead

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That bodes ill for the magazines, newspapers and radio and TV outlets for which the ads have been a prescription for profits. And

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it comes as they already are dealing with large spending declines in some other major ad categories, such as automotive and telecommunications, and recession fears, thanks to the crisis on Wall Street. Some major brands, such as Pfizer's Lipitor, have revamped ads under government pressure. "Throughout much of the early decade, it was growing at strong

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double-digit rates as pharmaceutical marketers become more comfortable and experienced with DTC advertising," says Jon Swallen, TNS senior vice president of research. Those declines are an abrupt reversal from the

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robust spending growth of a few years ago. Rival ad tracker Nielsen Monitor-Plus calculates the decline at 4.8% to $2.7 billion. Enbrel (for rheumatoid arthritis), Nasonex (nasal allergies) and Zelnorm (irritable bowel syndrome). That if the government gets involved, they'll be worse off." Last

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month, the Food and Drug Administration stepped up its watch by asking consumers to help watch for false or misleading drug ads. Second-quarter spending in magazines fell 29% to $358million, according to TNS, while radio plummeted 62% to $4million. It launched a "Be Smart about

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Prescription Drug Advertising" area online at. By Rubia Petrecca NEW YORK -- This could make media owners sick. Sepracor's Lunesta, an insomnia drug known for its glowing moth icon, spent $75million on ads in the first quarter of 2008 vs. Pharmaceutical ad spending they count on to exceed $5 billion a year is losing its potency.