MADISON, Wis. -- The pharmaceutical industry spends billions of dollars a year advertising drugs directly to people, but Consumer Reports said the most highly promoted drugs are not necessarily the best choice.

Lunesta is the most heavily advertised prescription drug, but plenty of others get air time, like the acid reflux drug Nexium and the asthma medication Advair.

Those ad campaigns are reaching their target audience, according to Consumer Reports' chief medical advisor Dr. Marvin Lipman.

Lipman reviewed a survey of 39,000 patients and 335 doctors to see what kind of requests doctors get in a typical week.

"Seventy-eight percent of the physicians we surveyed said they've gotten, 'I saw it on TV' requests," Lipman said.

The most frequently requested prescriptions were for insomnia, acid reflux, impotence and allergies.

However, more than half the physicians in Consumer Reports' survey said they didn't always comply with their patients' requests.

"Highly advertised drugs are not necessarily the best form of treatment. Older drugs can be just as effective, cost far less, and be safer because they've been in use longer," Lipman said.

Consumer Reports offers a free online service to help people make an informed decision.

Recommendations are based on how effective the drug is, how safe it is and its price.

Those interested can find the service at ConsumerReports.org. To find the recommendations, go to the "Health and Fitness" section and click on the link at the bottom of the page that says "Best Buy Drugs."