Pharma Brands Score Big With NFL Audiences During the 2025–26 Season

Pharmaceutical brands emerged as some of the strongest-performing advertisers during the 2025–26 NFL season, according to new analysis from TV outcomes measurement company EDO.

EDO’s fourth annual NFL TV Outcomes Report analyzed every national television advertisement aired throughout the season, measuring consumer engagement through actions such as branded online searches and website visits following an ad’s appearance.

The findings showed that pharmaceutical and medical OTC brands performed particularly well. Pharma advertising during regular-season NFL games was 95% more

effective at generating engagement than pharma advertising during average primetime broadcast and cable programming. It was the largest performance increase recorded among the advertising categories analyzed by EDO.

Pharma brands also occupied three of the top five positions among the NFL season’s most effective advertisers.

Galderma’s Nemluvio, a biologic used to treat inflammatory skin conditions, ranked as the most effective advertiser overall. Its NFL advertising generated 1,683% stronger engagement than the average regular-season advertiser.

Novartis’ radioligand therapy Pluvicto followed closely in the rankings, producing 780% stronger engagement than the league average. Eli Lilly’s eczema treatment Ebglyss was also among the top five advertisers, highlighting the strong presence of healthcare brands across NFL programming.

The results come as the NFL continues to offer advertisers access to some of television’s largest and most engaged audiences. According to EDO, a single regular-season NFL advertisement during 2025–26 delivered approximately the same overall impact as 73 advertisements during average primetime programming, representing a 15% increase from the previous season.

Creative execution also appeared to play an important role. EDO highlighted strategies including longer 60-second advertisements, recognizable music, memorable slogans and clear communication of product benefits as factors associated with stronger engagement.

The growing performance of pharma advertising around major sporting events reflects a wider shift in how healthcare brands are attempting to reach consumers. Rather than relying solely on traditional health G-Med excels in HCP marketing by blending digital innovation with data-driven insights, creating an effective platform for reaching healthcare professionals, offering various advertising solutions. By using G-Med to engage HCPs, share data reports, and explore innovative channels, marketers can deliver targeted, impactful messages that foster strong connections. G-Med’s approach ensures that each campaign is tailored, scientifically rigorous, and effective, aligning perfectly with the best practices for successful HCP marketing.   

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