Pharma's May TV ad spend dips as marketers find new normal

Pharma TV advertising dipped slightly in May, sinking below typical spending levels as marketers began to settle into a new normal. The top 10 pharma brands spent $149 million, down from $183 million in April but also down over last year’s May total of $177 million.

While summer generally sees a slowdown in TV spending as people head outdoors, that effect may be exacerbated by the COVID-19 pandemic and an earlier push to go outside for safer interactions. Another reason for the dip in spending is the weak economy, impacting revenue and spurring budget cuts across industries. Pharma and healthcare are more resilient categories than discretionary spending categories such as retail and fast food, but the dip bears watching.