The Future of Pharma TV: What Leading Advertisers Are Doing Differently

TV still works. The old playbook doesn't. Pharma spent nearly $6 billion on Linear TV in 2025,  but traditional TV now reaches just 32% of US households, with streaming accounting for a record 47.3% of total viewing in July 2025. The advertisers pulling ahead have rebuilt their TV strategy around streaming behavior, programmatic access, and measurable health outcomes. Here’s what you'll learn:

• How to give Linear and CTV each a clear, strategic job. Using them together moves TV from a mass awareness buy to a connected video strategy.
• How to reach HCPs and consumers with clinical precision. Use NPI-level insights, competitive Rx signals, and real-time optimization toward outcomes like Total Rx, Refills, and New Patient Starts.
• How to connect CTV across the full care journey. From live sports and upfront commitments to OLV, display, and point-of-care touchpoints, don’t miss opportunities to compound performance at every stage.