Think pharma ads have too many celebrities and jingles? Not many actually use them, study finds
Celebrity spokespeople, animated characters and jingles typically draw sighs and even groans in social media discussions about pharma advertising. However, the reality is not many pharma companies use them, according to an assessment of the 50 top spenders in the industry this year.
Only 13% of pharma ads used jingles or audio mnemonic devices, only 5% included celebrities and just 2% had a brand mascot or character in 2023 advertising, according to the new Eversana Intouch study.
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