AbbVie keeps TV ad lead in July, Roche and Pfizer follow in mildly curbed pharma TV market

Spending among the top 10 pharma advertisers was $136 million, down 5% from last July’s $144 million, according to real-time TV ad tracker iSpot.tv. That’s a mild contraction compared with expert predictions of 20% or more. Ad buyers expect overall 2020 TV advertising spend to decline by one-fifth from last year because of COVID-19’s economic impact, according to an IAB study in June.