The Prevention study found that a third of patients who saw an ad for their medicine felt better about its safety, were more likely to take it, and were reminded to re-order their prescription.
Arbitron officials agree with Clear Channel on this point--a studythe company commissioned this year said 25% of marketers surveyed said radio ad spending would increase if the new meters were put in place, while 8% said they would cut spending if the old system sticks around.