Pharma TV Transparency Report: Ad-First Insights for Rx Brands
Explore ad-first insights on how pharma brands are investing across TV and streaming, plus the creative trends driving engagement.
Pharma brands aren’t just spending big—they’re getting smarter about where and how they show up across TV and streaming.
In 2024, prescription pharma advertisers invested over $5.15 billion in linear TV ads, delivering 413 billion impressions across 271 brands. But with streaming gaining momentum, brands are leaning into cross-platform strategies to maximize reach and deliver more personalized messaging.
The Pharma TV Transparency Report breaks down where the dollars are going, how creative strategies are evolving, and the ad-first insights shaping pharma marketing today—including a ranking of the top 10 Rx brands by streaming share of voice.
Inside the Report
- Over 52% of national TV pharma spend funneled into just five networks—showing a premium placement strategy in action.
- Weight-loss drugs like Zepbound tapped streaming first to test messaging before expanding to linear to grow ad messaging reach.
- Pfizer’s ‘Here’s to Science’ ad combined science and core value storytelling to become one of 2024’s most likeable pharma spots.