Pharma TV Ad Spending Hits New Heights

October has brought one of the most dramatic shifts in pharma TV advertising this year. Industry data shows that overall TV ad spend soared, and the standout story is how Tremfya from Johnson & Johnson led the charge by investing an estimated 62.7 million dollars in U.S. television ads during the month, nearly double its spend from September.

This kind of spike matters for pharma marketing professionals because it signals a shift in both budgets and strategic intent. When a brand moves from one-off bursts to sustained heavy investment, it reflects confidence in the product and a desire to dominate attention in a crowded channel. In Tremfya’s case the ads spanned multiple indications and platforms, showing that TV remains a relevant medium even as digital continues to grow.

But it was not just Tremfya. Other brands followed this trend in October. Skyrizi from AbbVie increased its TV spend from roughly 27 to 34 million dollars per month earlier this year to more than 46 million in October. Even smaller-scale brands such as Caplyta tripled their month-on-month investment to enter the top ten spenders list.

Pharma marketers should take note. This demonstrates that TV is still very much in play for high-stakes brands aiming for broad HCP and consumer exposure where relevant. The sheer increase in spend indicates that competition for attention is intensifying. Brands can no longer rely on modest TV buys as a background tactic. To stand out, they may need to invest more heavily and more strategically. High stakes also raise the importance of alignment between message, channel, and timing. When the investment is significant, the creative must resonate and the placement must be optimal, otherwise the campaign will lose impact.

For those focused on HCP marketing, this surge has particular relevance. While many HCP campaigns lean digital or peer-to-peer, the increase in TV spend shows that physician audiences are still reachable via broad-channel media and that these channels complement more targeted online work. Marketers should consider whether their campaigns are integrated enough to reflect this kind of media scale and whether their messages are strong enough to carry across both narrow HCP channels and broader reach media.

October’s spending surge is a wake-up call. It reminds pharma marketers that even as media fragmentation grows, traditional channels like TV can still move the needle if invested in with purpose and precision. The brands that stand out will not simply spend more; they will spend smarter by aligning media investment to message clarity, audience relevance, and timing. For those planning upcoming campaigns, it may be time to reconsider the role of high-impact channels and budget accordingly.

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.   

Contact us today to learn more: Contact@g-med.com