Darrick Li, Standard Media Index VP of sales

Phar­ma tips ma­jor­i­ty ad spend­ing to dig­i­tal me­dia for first time, re­search finds

Phar­ma com­pa­ny spend­ing on dig­i­tal ads hov­ered be­low 50% for the past sev­er­al years, but re­cent­ly crossed the ma­jor­i­ty spend­ing thresh­old. Stan­dard Me­dia In­dex (SMI), track­ing da­ta for 2022, found that dig­i­tal now ac­counts for 52.6% of all phar­ma spend­ing.

Tra­di­tion­al TV still ac­counts for the sec­ond-biggest part of phar­mas’ ad bud­gets at 42.9%, fol­lowed much fur­ther be­hind with out-of-home, print and ra­dio ad spend­ing at just 1.9%, 1.4% and 1.1% re­spec­tive­ly.

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