Why do drug companies advertise to joe six pack during sporting events? As consumers, we are not the direct market of the drug being advertised. For me to get that drug (prescription drug), I have to visit my doctor and be diagnosed with the ailment requiring the drug. I don't have a choice. It is the doctor who is the direct market to the drug being sold. I am just a downstream recipient. Drugs are expensive enough. Why would the drug company pour so much money in the advertising thusly running up the costs of the drug? I must be missing something.