Q3 TV Advertising: Pharma's News Know-How

In Q3, the pharmaceutical industry made significant investments in TV advertising – with many brands unveiling new creative approaches around existing brands, while others introduced new prescription drugs that received FDA approvals.

• For “rising” pharma brands – those that didn’t advertise in 2023 or had the largest year-over-year increase in TV ad impressions – there was a strong emphasis on broadcast news programs like NBC Nightly News with Lester Holt, ABC World News Tonight with David Muir and CBS Evening News With Norah O’Donnell.
• Rising pharma advertisers also appeared frequently during daytime programming like The Price Is Right, General Hospital, The Young and the Restless and others in the entertainment genre.
• Brands like Genentech’s Vabysmo focused on ad buys during major sporting events as well: College football (4.25% of the brand’s household TV ad impressions), PGA Tour (1.59%), NFL (1.28%) and MLB (1.26%) were all among the top 15 programs for Vabysmo impression deliveries.