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August 1, 2026
Healthcare & Pharma CTV Ad Spending Will Surpass Its Linear TV Ad Spending by 2028
Note
Healthcare and pharma includes drug manufacturers and researchers, vitamins and supplements, prescriptions, flea and tick drugs for pets, cold/cough medicine, over-the-counter allergy medicine, birth control, biotech companies, animal pharmaceutical companies, health and dental insurance, healthcare ... providers and facility services, social assistance providers, wellness companies, health and monitoring devices, and imaging equipment. Digital ad spending includes banner ads and other (static display ads such as Facebook's 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, and paid listings, and excluding display-oriented formats on social networks, even if triggered by search queries), sponsorships, and lead generation (referrals). Rich media data for 2017-2022 includes in-stream and outstream video ads and data prior to 2017 includes only outstream video ads. Linear TV ad spending includes broadcast TV (network, syndication, and spot) and cable TV; digital is excluded.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.Sources
Chart Title
Healthcare & Pharma CTV Ad Spending Will Surpass Its Linear TV Ad Spending by 2028Publication Date
August 1, 2026