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August 1, 2026
Healthcare & Pharma Leads Converged TV Ad Spending Share Across Industries
Note
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; data prior to 2017 includes only outstream video ads. Automotive includes all automotive-related categories including the sale and purchase of vehicles and parts and maintenance including, but not limited to, the following categories and segments: new cars, used cars, service, parts, original equipment manufacturers (OEMs), dealer associations, franchise dealers, co-ops, independent dealers, aftermarket service, aftermarket parts, auto financing (depending on the source of the ad spending), and wholesale/auction and private-party sales. Consumer packaged goods includes food products, alcoholic and nonalcoholic beverages, toiletries and cosmetics, cleaning and other household supplies, and cigarettes and other tobacco products. Financial services includes banking and lending companies, insurance companies, payments and money movement firms, securities, investment and wealth management firms, accountants/taxes, rating agencies, credit agencies, and identity theft protection. 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. Media and entertainment includes businesses primarily engaged in radio and TV broadcasting (networks and stations), such as educational, commercial, religious, sports, and other radio or TV stations, as well as print media (newspapers, magazines, and classifieds) and establishments engaged primarily in publishing. It also includes amusement and recreation, box office, film, music, OTT video platforms, sporting events and ticketing, and video games (excluding video game hardware). Retail includes apparel and accessories, home furnishings, athletics products, baby and children's products, mail order/catalog, appliances, pet products, restaurant and bar equipment and supplies, food delivery services, hobby items such as collectibles, musical instruments, wholesalers, and general merchandise. Technology and electronics includes hardware (e.g., computers, computer storage devices, computer peripheral equipment), consumer electronics, prepackaged software (e.g., operating, utility, applications programs), local area network systems and network systems integration, computer processing, and data preparation and data processing services. Telecom includes point-to-point communications services, including telephone voice and data communications, two-way mobile/cellular communications services, and other nonvoice message communications services (e.g., email, fax). It also includes multichannel video providers on a subscription basis (e.g., cable TV, wireless cable TV, direct broadcast satellite services). Travel includes airlines, cruises, accommodations, tourism boards, destination marketing organizations, travel bureaus, country clubs, online travel agencies (OTAs), travel agents, travel websites, visitor centers, car rental companies, and leisure and unmanaged business travel.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 Healthcare and Pharma Ad Spending 2026Sources
Chart Title
Healthcare & Pharma Leads Converged TV Ad Spending Share Across IndustriesPublication Date
August 1, 2026