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This report covers the results of a survey conducted in April 2017 by Princeton Survey Research Associates International to learn about consumers' awareness of and opinions about direct to consumer advertisements of prescription medicines.

Key Highlights

• Viewership of DTC ads is widespread and recall is high
• Few specifically request a medicine they saw advertised and few receive
• DTC ads often prompt conversations about alternatives such as generics or lifestyle changes
• DTC ads prompt other behaviors, such as information-seeking and medicine adherence
• DTC ads are viewed favorably by many, particularly when informational aspects are emphasized