Pharma marketers change the advertising channel from broadcast to streaming TV, media experts weigh in
Direct-to-consumer (DTC) pharma advertising is changing and can be seen more so on television. Pharma companies have typically and still do spend the bulk of ad dollars on live traditional TV programming, but they’re finally making real shifts to advertising on connected or streaming TV platforms such as Roku, Hulu, Netflix and YouTube.
Consumers are driving the change because most people today don’t think about whether they’re watching live or recorded or streamed content. They’re just watching TV. And that’s the new reality, said streaming platform and advertising executives during a recent Xpectives Health webinar about the future of DTC advertising. The reality isn’t just for pharma marketers — eMarketer predicts connected TV will account for more than 41% of the total $106 billion in TV ad spending in 2026, up from only 24% last year — but the industry does have different challenges in reaching patient audiences and using healthcare data sets.
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