"In my opinion, any money that pharma is paying to advertise to Hispanics is just compensating for neglect in the past,” said Felipe Korzenny, director of the center for Hispanic marketing communication at Florida State University. “[Pharma companies] are beginning to see that Hispanic numbers are so large and that the pattern of disease and illness is different, so they have to market differently. But it still isn’t much.”
At 18.4 percent, the pharma industry saw the biggest percentage change of media spend, outpacing both the auto industry (down 15.5 percent) and motion pictures (down 11.4 percent). Total US ad spend was down 2.6 percent in 2008.