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TV ADVERTISING

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

John Cassillo

• 1 min read
Pharma's Growth (Or Lack Thereof) On Digital Platforms
Photo by Madison Agardi / Unsplash

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.