Phar­ma finds TV ads are a hard habit to break. It's still putting 65% of ad dol­lars in­to TV

Phar­ma com­pa­nies are slow­ly shift­ing to dig­i­tal ad­ver­tis­ing, but that doesn’t mean they are giv­ing up on TV ads any­time soon, ac­cord­ing to a re­cent re­port from Me­di­aRadar.

Al­most 60% of the $1 bil­lion that phar­ma spent on dig­i­tal ad­ver­tis­ing so far this year is placed in on­line video, pri­mar­i­ly on YouTube, which isn’t sur­pris­ing be­cause it al­lows com­pa­nies to seg­ment their au­di­ence in­to de­mo­graph­ics that are al­most iden­ti­cal to the way it works in TV, Me­di­aRadar CEO and founder Todd Krizel­man said in an email.

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