Narrative engagement with direct-to-consumer advertising: a qualitative assessment of attention to narrative and non-narrative content

Direct-to-consumer (DTC) prescription drug advertising has been debated regarding the depiction and consumer perception of a ‘fair balance’ between drug benefits and risks. One possible source of inequity between benefit and risk information overlooked is narrative communication. Through qualitative semi-structured interviews (n = 30) with three consumer groups, this research assesses relative attention to and evaluation of narrative versus non-narrative elements in broadcast DTC advertising. Findings revealed greater attentional focus on narrative elements, with viewers positively evaluating narratives associated with benefits and health information. Risk information delivered through non-narrative channels was salient but negatively evaluated for disrupting the narrative experience, interfering with comprehension, and increasing cognitive load. Health status (relevance) influenced these patterns, with varying levels of engagement across consumer groups. Results suggest the need for improved DTC ad formats that better integrate narrative and non-narrative content, ensuring balanced representation of benefits and risks to meet FDA regulatory compliance while enhancing consumer comprehension.