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Fierce Pharma reported according to data from Standard Media Index (SMI), pharma ad spend on linear TV fell by 4% YoY in 2022 while digital’s share of the media mix rose from 49.6% to 52.6%, marking a possible tipping point in the transition to digital pharma advertising.
“There has been a little bit of a replacement of ad spending dollars on TV with digital. TV is still massive, in our pool it represents $5 billion, which is a huge amount of spend by pharmaceutical advertising, but we've started to see in the last year that the shift is a little bit more pronounced,” Darrick Li, vice president of sales in North America at SMI, said. “It's pretty phenomenal that we're seeing that shift happen so quickly.”