Healthcare and pharma ad spending is shifting from traditional to digital channels, away from linear TV—where, historically, the industry has invested a significant share of ad dollars. Digital channels like connected TV (CTV) and social are surging as brands swap reach for targeted, data-driven channels that still scale.

Key Question: What factors are affecting the current and future state of US healthcare and pharma ad spending?

Key Stat: Healthcare and pharma digital ad spending will increase to $24.77 billion this year, up 13.3% YoY, while traditional ad spending will continue to drop.