MarketingRx Matchup: GlaxoSmithKline, AstraZeneca asthma TV ads face off in consumer ratings
Welcome to another round of Endpoints MarketingRx’s DTC advertising matchup – this time gauging consumer opinions of asthma TV ads from GlaxoSmithKline and AstraZeneca.
Market research company Leger is running exclusive polls for Endpoints News for this monthly feature that evaluates what people really think about two pharma brands’ DTC advertising in the same therapeutic category.
This month, Leger researchers put asthma to the test – specifically TV commercials for GlaxoSmithKline’s Nucala and AstraZeneca’s Fasenra, both approved to treat a kind of severe asthma called eosinophilic asthma. Leger queried more than 1,000 US residents, including those with mild or severe asthma, showing the TV ads and asking a series of questions that included gauging each ad’s attention-getting, believability, information conveyed and likelihood to act. The researchers also allowed for open-ended comments.
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