Key stat: Prescription pharmaceuticals accounted for 13.1% of total estimated US linear TV ad spend in Q3 2025, the highest among the top five industries, according to an October report from iSpot.tv.

Beyond the chart:

• Almost a quarter (24.1%) of healthcare and pharmaceuticals US digital ad spend will go to social platforms this year, according to an August 2025 EMARKETER forecast.
• Almost 20% (19%) of senior pharma and healthcare executives' companies worldwide have implemented agentic AI, according to March 2025 data from Capgemini.

Use this chart: Healthcare marketers can use this chart as justification to follow pharma’s lead and combine linear reach with digital targeting to create a full-funnel strategy. For ad sales teams: Prioritize outreach to pharma, food, and home brands when pitching Q4 linear buys. Their spend shows they’re still buying big.

Related EMARKETER reports:

• Generative AI for Pharma Marketing (EMARKETER subscription required)
• Consumer Distrust in Healthcare 2025 (EMARKETER subscription required)

Methodology: Data reflects iSpot.tv ad tracking data for July-September 2025.