Pharma advertisers have long relied on TV for its unmatched scale and storytelling power. But as viewing habits evolve and demand for measurable results grows, more advertisers are integrating Connected TV (CTV) into their upfront strategies. The annual TV upfronts—once centered on broad buys and fixed commitments—are being reimagined through a programmatic lens, with CTV leading the charge.
The Rise of CTV in Pharma Media Mixes
CTV offers pharma brands a powerful intersection of sight, sound, and data. It delivers the lean-back experience of linear TV with the precision of digital, allowing advertisers to reach specific patient populations and healthcare professionals with greater accuracy and efficiency.
As more health brands embrace omnichannel strategies, CTV is no longer a nice-to-have—it’s a must-have. In fact, programmatic CTV enables real-time optimization, tighter frequency control, and the ability to tie media exposure to downstream actions like script lift and audience quality (AQ).
Why Upfronts Look Different in a Programmatic Era
The modern upfront isn’t about locking in every impression months in advance. It’s about securing premium access and pricing while building flexibility into TV buys. More networks now offer programmatic upfront options—like programmatic guaranteed or data-driven linear deals—that allow pharma advertisers to align buys with health data, condition-specific targeting, and real-world outcomes.
Critically, many media partners now allow programmatic CTV buys to count toward upfront commitments. That means pharma marketers don’t have to choose between premium inventory and smarter buying. They can use programmatic pipes to access the same high-quality content while unlocking more control, transparency, and performance.
3 Tips for Pharma Brands Heading into Upfronts Season
So, how can pharma brands make the most of this evolving upfront landscape? Start with these three strategies:
Push for data-driven CTV inventory. Ask partners about their capabilities for condition-specific targeting, verified HCP reach, or integrations with healthcare data partners.
When discussing upfront deals, advocate for a “programmatic carve-out” or “fluid allocation” to reserve part of your budget for CTV and programmatic channels. This gives you the flexibility to shift dollars based on performance and real-time audience insights, while still securing premium inventory and pricing advantages typically associated with upfronts.
Script lift, patient reach, HCP engagement—make sure your CTV partners can support healthcare KPIs, not just impressions. The ability to connect exposure to outcomes is what sets programmatic CTV apart.
The Future is Flexible, Measurable, and Health Intelligent
As the upfronts evolve, pharma marketers are in a unique position to lead. With the rise of CTV and health-intelligent platforms, it’s possible to plan with confidence, optimize with precision, and prove performance with real-world results. Programmatic isn’t just changing the TV upfront—it’s changing what’s possible in pharma advertising.
Want to learn more about making the switch from linear to CTV? Click here.