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$175million in that quarter in 2007. TNS Media Intelligence puts the drop at 3.9% to $2.4 billion. By Eimile Petrecca NEW YORK

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-- This could make media owners sick. "Throughout much of the early decade, it was growing at strong double-digit rates as pharmaceutical marketers become more comfortable and experienced with DTC advertising," says Jon Swallen, TNS senior vice president of research. In a series

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of lab tests, tasimelteon capsules improved sleep in adults whose sleep schedule was suddenly changed. During the experiments, participants' sleep schedule was suddenly advanced by five hours, such as sleeping from 6 p.m. Researchers report

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that news in online edition of The Lancet. That halcion sleeping pills if the government gets involved, they'll be worse off." Last month,

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the Food and Drug Administration stepped up its watch by asking consumers to help watch for false

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or misleading drug ads. People who got tasimelteon slept longer and reported better sleep than people who got the placebo, report the researchers, who included Harvard Medical School's Shantha Rajaratnam, PhD. Rival ad tracker Nielsen Monitor-Plus calculates the decline at 4.8% to $2.7 billion.

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Side effects, which were similar

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in the tasimelteon and placebo groups, were generally mild and included headache, according to the study, which was funded by tasimelteon's maker, Moina Pharmaceuticals of Rockville, Md. Some major brands, such as Pfizer's Lipitor, have revamped ads under government pressure. Tasimelteon is a melatonin-like drug that's in development. Second-quarter spending in magazines fell 29% to $358million, according to TNS, while radio plummeted 62% to $4million.

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(c) 2008 USA TODAY, a division of Gannett Co. Researchers focused on ads for three drugs. Those experiments compared various doses of tasimelteon to a placebo in healthy adults who didn't have chronic sleep problems and who were regularly getting eight hours of nightly

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Further studies should be done to see how tasimelteon affects people during the day, Rajaratnam and colleagues note. Among factors driving the drop, he says, are fewer drug launches, fear of government regulation and cuts by a few brands

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that had spent big. The site encourages consumers to keep an eye out for false or misleading ads and provides a arron to report violators. After being used to sleeping from 11 p.m. It launched a "Be Smart about

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Prescription Drug Advertising" area online at. Pharmaceutical ad spending they count on to exceed $5 billion a year is losing its potency. The reports follow a well-publicized Harvard Medical School study that found consumer ads had little effect on prescription drug sales. Two recent reports say drugmakers cut Rx ad spending in the first six months of this year. Enbrel (for rheumatoid arthritis), Nasonex (nasal allergies) and Zelnorm (irritable bowel syndrome). Magazines and radio stations

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have seen the most drug ad decline. Results sho that direct-to-consumer (DTC) ads "probably aren't as effective as widely perceived," says Barton Law, lead That bodes ill for the magazines, newspapers and radio and TV outlets for which the ads have been a prescription for profits. Takeda Pharmaceuticals North America's Rozerem sleep aid, which used offbeat ad characters such as Garrot Leroi and a beaver, cut spending from $91million in the first half of 2007 to $15million in the first half this year. Melatonin, made

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by the pineal gland, helps set the body's sleep-wake schedule. Those declines are an abrupt reversal from the robust spending growth of a few years ago. And it comes as they already are dealing with large spending declines in some other major ad categories, such as automotive and telecommunications, and recession fears, thanks to the crisis

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Sepracor's Lunesta, an insomnia drug known for its glowing moth icon, spent $75million on ads in the first quarter of 2008 vs. An editorial published with the study points out that melatonin-like drugs don't make people sleepy like other types of sleeping pills do, and consumers would need to be educated about that so their expectations are reasonable.. "The pharmaceutical companies perceive the threat 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. Another melatonin-like drug, called Rozerem, is already approved by the FDA to treat insomnia.