|
|
 |
|
|
 |
|
|
January 31, 2006
The Advertising Battle To Lower Cholesterol
Lipitor outperforming leading competitor Crestor according to IAG Research
NEW YORK – IAG Research, the TV ad effectiveness ratings company, today released findings comparing the performance of the latest television advertising campaigns for the two leading cholesterol-reducing drugs, category leader Lipitor manufactured and marketed by Pfizer Pharmaceuticals and Crestor by AstraZeneca. According to IAG’s ad performance data, Lipitor’s current: 60 second ad which features a doctor congratulating his patients for reducing their bad cholesterol, out-performs Crestor’s campaign which features celebrity actor Mandy Patinkin, across key performance metrics including ad awareness, brand and message recall among adults 35 and older in the U.S.
When evaluating ad performance equivalized by TV expenditures for these advertisers, more adults 35 and older who suffer from high cholesterol reported higher levels of awareness for Lipitor’s current TV campaign versus Crestor airings on primetime across all broadcast and major cable networks. Although AstraZeneca significantly outspent, when reviewing ad performance results at comparable media weight Lipitor has been more successful in capturing the attention of this targeted consumer audience. 57% recalled the Lipitor ad 24-hours following exposure during primetime versus 43% awareness for Crestor’s Mandy Patinkin ads that aired through January 26, 2006. Brand awareness was also higher for Lipitor at 37% aided recall compared to 32% for Crestor.
“The battle for market share between Lipitor and Crestor heated up advertising activity within the cholesterol category in 2005,?said Fariba Zamaniyan, vice president, IAG Research. “Lipitor returned to a message strategy in its TV campaign that focuses on efficacy to address the claims Crestor was making. Crestor changed from it’s prior ’poetry?ads to a campaign featuring Mandy Patinkin in the effort to solidify its position as the cholesterol drug with greater efficacy that can provide up to a 52% reduction in bad cholesterol levels with use. It appears Lipitor’s efforts are paying off so far as it realizes greater performance in its advertising versus this leading competitor.?br>
Both of these campaigns did a comparable job with their respective creative elements in communicating message or benefits with use. As a result, Lipitor and Crestor achieved a similar level of message recall that resonated among one-third of this target population.
However, when it comes to motivating action Lipitor achieved higher levels of intent through this campaign to date with a reported 30% likelihood to ask the doctor about Lipitor versus 18% driven by Crestor’s Mandy Patinkin executions. Supporting this performance is strength in appeal of the Lipitor ads. High cholesterol sufferers like Lipitor’s ad more than the latest Crestor campaign, 21% versus 16% respectively.
However, when it comes to motivating action Lipitor achieved higher levels of intent through this campaign to date with a reported 30% likelihood to ask the doctor about Lipitor versus 18% driven by Crestor’s Mandy Patinkin executions. Supporting this performance is strength in appeal of the Lipitor ads. High cholesterol sufferers like Lipitor’s ad more than the latest Crestor campaign, 21% versus 16% respectively.
*Lipitor and Crestor IAG captured airings from April 2005 through January 23, 2006.
About IAG Research
IAG Research is the leading provider of viewer engagement measures. The company measures the effectiveness of television advertising, product placement as well as cinema advertising. IAG Research's In-Program Performance (IPP) product, the syndicated data measuring viewer effectiveness of every product placement and sponsorship on television every night, is used by such industry leaders as American Express, General Motors, Procter & Gamble, Verizon, and GlaxoSmithKline.
For more information, please visit www.iagresearch.com.
Or contact
Ajay Durani
Manager of Corporate Communications
212.871.5222
adurani@iagr.net
 Back to Press Releases |
|
 |
|
|
|
|
