An updated version of this chart is available.
View the latest data
Already have a subscription?Sign In
Log in to see the full chart
Log in or register for a free account to get full, unrestricted access to this chart
Log in to see the full chart
August 1, 2024
Healthcare and Pharma Spend a Greater Share of Total Media Ad Spending on Traditional Channels Than Any Other Industry We Measure, 2024 (% of total media ad spending)
Description
updated to narrative during chart review 287737 9/25/2024—EVNote
Digital ad spending includes banner ads and other (static display ads such as Facebook's News Feed Ads and X's Promoted Posts), classified ads, email (embedded ads only), mobile messaging (SMS, MMS, and P2P messaging), rich media (including in-stream and outstream video ads), search ads (including ... contextual text links, paid inclusion, paid listings, and SEO), sponsorships, lead generation (referrals); rich media data for 2017-2022 includes in-stream and outstream video ads; data prior to 2017 includes only outstream video ads. Directory ad spending includes yellow pages and other. Magazine ad spending includes B2B, consumer, local, and Sunday. Newspaper ad spending includes classified, national, and retail. EMARKETER benchmarks its US newspaper ad spending projections against Newspaper Association of America (NAA) data, for which the last full year measured was 2013. Out-of-home spending includes alternative, billboards, cinema, street furniture, and transit. EMARKETER benchmarks its US out-of-home ad spending projections against Outdoor Advertising Association of America (OAAA) data, for which the last full year measured was 2017. TV ad spending includes broadcast TV (network, syndication, and spot) and cable TV.Methodology
Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues from major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer device usage trends, and EMARKETER interviews with executives at ad agencies, brands, media publishers, and other industry leaders.Featured In
US Ad Spending by Industry 2024US Healthcare and Pharma Ad Spending 2024Healthcare and pharma marketers go digital, but traditional media stays relevant Digital dominates advertising, but traditional channels are still relevant for some sectorsPharma companies increase ad spending on linear TV despite declining viewership on the platformSources
Chart Title
Healthcare and Pharma Spend a Greater Share of Total Media Ad Spending on Traditional Channels Than Any Other Industry We Measure, 2024 (% of total media ad spending)Publication Date
August 1, 2024