The FDA's latest DTC study: Heavy ad rotation on TV

People love to make fun of drug ads. They love to complain about certain ads airing in prime time (erectile dysfunction drugs, for instance). How do they react to seeing the same TV ad over and over again? The FDA wants to know, so it's considering a study to determine whether consumers get a different idea about a particular drug when they view an ad multiple times compared with those who see it only once. Report