The data: Healthcare and pharma marketers allocate a larger share of total media ad spending to converged TV more than any other industry we track, according to EMARKETER’s 2026 ad spending forecast by industry.

Converged TV, which combines linear and connected TV (CTV), will account for 26.7% of healthcare and pharma's total media ad spending this year, totaling $10.58 billion.

Within converged TV, CTV spending will grow 23.7% to $4.69 billion in 2026, while linear TV spending will decline 6.6% to $5.89 billion. We forecast healthcare and pharma CTV spending will surpass linear TV spending in 2028.