As the internet becomes a better and better option for drug marketers and the federal government loosens rules regulating direct-to-consumer drug advertising on TV, magazines have suffered greatly, according to Mediapost. A NOP World Health study measuring consumers' awareness of drug ads in various media showed that magazines suffered almost a halving between 2003 and 2004, from 31 percent down to 11 percent. Television proved the hands-down winner, rising from 69 percent to 89 percent. The internet grew four-fold from an initially small two percent in 2003 to eight percent in 2004.