Pharma marketers weigh economy and chance of TV ad ban during upfronts season

Pharmaceutical advertisers are one of the biggest television spenders in the U.S. Collectively, they’ve injected $2.18 billion into linear media this year already, according to iSpot data.

But this year’s upfronts have thrown a spotlight on the growing list of challenges facing marketers in the space, from turbulent economic conditions to the looming threat of a pharmaceutical TV ad ban floated by U.S. secretary of health Robert F. Kennedy Jr.

“Pharma is the port in the storm. When other categories might be pulling back, it’s not unusual to see pharma stay flat to up, in terms of overall investment,” Publicis Health Media CEO Andrea Palmer told Digiday.

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