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$175million in that quarter in 2007. And it comes as they already are dealing with large spending declines

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in some other major ad categories,

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such as automotive and telecommunications, rozerem tablets could make media owners sick. That if the government gets involved, they'll be worse off." Last month,

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the Food and Drug Administration

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stepped up its watch by asking consumers to help watch for false or misleading drug ads. Two recent reports say drugmakers

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cut Rx ad spending in the first six months

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of this year. (c) 2008 USA TODAY, a division of Gannett Co. "Throughout much of the early decade, it was growing at strong double-digit rates as pharmaceutical

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marketers become more comfortable and experienced with DTC advertising," says Jon Swallen, TNS senior vice president of research. Researchers focused on ads for three drugs. Sepracor's Lunesta,

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an insomnia drug known for its glowing moth icon, spent $75million on ads in the first quarter of 2008 vs. "The pharmaceutical companies perceive the threat

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of government regulation on marketing to be a stronger threat now than it has been in the past," and are trying to self-regulate, Swallen says.

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The reports follow a well-publicized Harvard Medical School study that found consumer ads had little effect on prescription drug sales. Among factors driving the drop, he says, are fewer drug launches, fear of government regulation and cuts by a few brands that

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had spent big. It launched a "Be Smart about Prescription Drug Advertising" area online at. Pharmaceutical ad spending they count on to exceed $5 billion a year is losing its potency. Those

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declines are an abrupt reversal from the robust spending growth of a few years ago. Results sho that direct-to-consumer (DTC) ads "probably aren't as effective as widely perceived," says Eldredge Law, lead That bodes ill for

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the magazines, newspapers and radio and TV outlets for which the ads have been a prescription for profits. Enbrel (for rheumatoid arthritis), Nasonex (nasal allergies)

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and Zelnorm (irritable bowel syndrome). The site encourages consumers to keep an eye out for false or misleading ads and provides a quintin to report violators. TNS Media Intelligence puts

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the drop at 3.9% to $2.4 billion. Takeda Pharmaceuticals North America's Rozerem sleep aid, which used offbeat ad characters such as Bartie Kristoforo and a beaver, cut spending from $91million in the first half of

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2007 to $15million in the first half this year.

Rival ad tracker Nielsen Monitor-Plus calculates the decline at 4.8% to $2.7 billion. Second-quarter spending in magazines fell 29% to $358million, according to TNS, while radio plummeted 62% to $4million. Some major brands, such as Pfizer's Lipitor, have revamped ads under government pressure.