"Yesterday (8-OCT-2009 and the day before), while watching the Phillies-Rockies playoff baseball game on cable TV (TBS), I saw a Viagra ad at 5:23 PM.
I believe that this violates PhRMA's DTC principle #16, which states: "In terms of content and placement, DTC television and print advertisements should be targeted to avoid audiences that are not age appropriate for the messages involved. In particular, DTC television and print advertisements containing content that may be inappropriate for children should be placed in programs or publications that are reasonably expected to draw an audience of approximately 90 percent adults (18 years or older)."
I doubt that a 5:23 PM on a weekday afternoon, 90% of the audience for this show was 18 years or older. I challenge Pfizer to offer proof otherwise.
Perhaps Pfizer accepts the word of TBS that the audience is appropriate at that time, but what's need is actual Neilson data or the equivalent. If TBS is using historical viewer data for that time slot that is not sports related, then I think it is faulty proof.
A TV network is likely to spin viewer data to woo advertisers, but advertisers should not just take their word for it."