Recent hip implant verdict leads to upward response in mass tort ad activity
Johnson & Johnson’s DePuy Orthopaedics’ Hip Implant Verdict Reaches the ‘Billion’ Mark, Provides a Shot in the Arm to Advertising Sector
On Thursday, December 1st a jury in Dallas ordered DePuy Orthopaedics - a subsidiary of Johnson & Johnson - to pay a staggering $1 billion to hip implant patients who were injured by these devices.
This is the latest in a series of verdicts against medical device manufacturers alleging these hip implants cause tissue damage, bone erosion and, in some cases, a need for revision surgery. Kantar Media/CMAG has tracked mass tort ad activity targeting hip implant patients since 2008 and while this category has been incredibly consistent, we can already report a upward response in the ad market to this recent verdict.
While this verdict has yet to appear in a television ad creative on this topic, when examining this advertising activity prior to this verdict and comparing it to the week after the verdict, the uptick is noteworthy. We’ve observed airings of these ads have increased by 152% and the amount spent on this airtime has gone up by nearly a quarter. The greatest disparity for these two time-frames in terms of media buying was in Spot TV, where the last week saw a nearly three-fold increase in the amount of ads aired. This perhaps reflects a focus by these law firms on audiences related to specific DMAs and not the National Cable ad buys we’re accustomed to seeing in mass tort solicitation advertising.
Year to date, Kantar Media/CMAG has monitored a total of approximately 17,000 airings of these types of ads which have come at a cost of $5.6 million dollars.
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