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May 20, 2025 by Digiday

Pharma Marketers Weigh Economy and Chance of TV Ad Ban During Upfronts Season

According to iSpot data, pharmaceutical advertisers have already spent $2.18 billion on linear TV in 2025 — accounting for 13% of total ad spend — even as they face economic pressures, potential policy changes, and tightening privacy laws. While traditionally TV-heavy, pharma brands are now diversifying, investing more in CTV, digital video, and live sports to maintain reach and precision

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