Spending on direct-to-consumer ads for prescription drugs, which use direct response television, print and other forms of DR, is expected to top $2 billion in 2000, up from $1.9 billion last year, according to consultancy Scott-Levin.
Between January and April of this year, spending reached $946 million, a 58% increase over $597 million spent during the first four months of 1999.
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