Pharma's TV Ad Spending Slipped 4% in 2025 as Digital Climbed 21%, VAB Data Shows
TLDR
Pharmaceutical TV ad spend fell 4% in 2025 while digital ad spend rose 21%, and FDA warning letters have mostly targeted pharma digital channels, mainly brand websites.
The Video Advertising Bureau's data shows pharma TV ad spend dropped 4% in 2025 while digital spend gained 21%. Meanwhile, the FDA aimed 98% of its 212 warning letters at pharma's digital channels, mostly brand websites, as first reported by PPC Land.
How we got here: earlier coverage
- Oct 26Streaming Ads Convert at 3.49% vs. 0.69% for Linear TV, iSpot Data Shows
iSpot data across 30 brands shows streaming TV ads converted at 3.49% against 0.69% on linear, while streaming takes 48.7% of US TV ad spend on 21.9% of impressions.
- Oct 26YouTube reaches record 15.8% of US TV share as $12bn in political ad spending drives up CTV prices
YouTube's record 15.8% share of US TV time and $12bn in midterm political ad spending are pushing up connected TV costs, displacing regional brands from local broadcast.
- Oct 15Consumer goods and beauty brands boost advertising spending as tech companies reduce budgets
WARC reports CPG and beauty brands are increasing ad spend while major tech companies are cutting back, creating divergent market conditions.
- Oct 14Social commerce conversion rates fall to 25% from 30%, DoubleVerify survey finds
DoubleVerify survey data shows social commerce conversions dropped to 25% from 30%, even as influencer marketing effectiveness and reach concerns declined among marketers.