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US Healthcare and Pharma Ad Spending 2026
TV and Search Anchor Ad Budgets Despite a Shift to Streaming and Social
Healthcare and pharma digital ad spending is growing rapidly, but traditional media still accounts for a larger share of budgets than any other industry we track. TV remains especially important, with connected TV (CTV) growth more than offsetting linear declines. Meanwhile, AI-driven search, growing social media use, and increased Food and Drug Administration (FDA) scrutiny are reshaping how marketers reach consumers and allocate budgets.
Key Question: What's driving shifts in healthcare and pharma ad spending, and to what channels are budgets moving?
Key Stat: Converged TV spending (CTV and linear combined) will account for 26.7% of healthcare and pharma media ad spending in 2026, the highest share among the industries we track.
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authors
Beth Snyder Bulik
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