Pharma's Growth (Or Lack Thereof) On Digital Platforms

Pharmaceutical advertising on TV is being questioned by the Trump Administration, but the industry's ads aren't just limited to television. Data from MediaRadar, recently published in a TripleLift report – The Future of TV Advertising Under RFK – details how pharma brands have grown or shrunk budgets on digital platforms year-over-year.

• The MediaRadar data states that pharma brands spent $7.9 billion on advertising from Jan.-Oct. 2024, which was up 2% year-over-year (though local and national TV grew by 10% YoY).
• Mobile spent climbed 24% year-over-year, to 781 million, while digital display ads climbed by 58% and OTT spots saw 30% more spend.
• Not everything grew, however: Online video spend shrunk by a projected 26% in the timeframe, while native ads declined by 32% and "other" digital ads shrunk by 42% YoY.

Download the full TripleLift report to learn more.