Pharma TV Advertising in 2025: Skyrizi Tops the Charts

In the competitive world of pharmaceutical advertising, one clear pattern emerged in 2025: television continues to be a major battleground, and certain brands are doubling down on it more aggressively than ever. According to industry ad spend data, AbbVie’s Skyrizi claimed the top spot as the number one TV advertiser in the pharma space for the full year. Close on its heels was Johnson & Johnson’s Tremfya, both reflecting a trend in which leading immunology therapies are investing heavily in broad-reach awareness campaigns to support market growth and patient engagement.

Skyrizi’s position at the top of TV spending charts underscores how television still plays a powerful role in driving product recognition and demand, especially for brands that have entered highly competitive therapeutic categories. Despite the rise of digital and connected media, TV remains an influential platform for reaching both consumers and caregivers at scale. The consistency of Skyrizi’s investment throughout the year shows that, even in a fragmented media environment, traditional television continues to build visibility and reinforce brand presence in ways that extend beyond short bursts of campaign activity.

Tremfya’s strong television commitment illustrates a similar strategic mindset. By investing heavily in TV advertising, J&J is seeking to fortify its position in the crowded immunology landscape. Tremfya’s campaigns have aimed to create sustained awareness around its clinical profile while positioning the therapy as a trusted option for patients managing chronic conditions. The near rivalry between Skyrizi and Tremfya in TV ad volume highlights how category leaders are leveraging broad-reach channels to shape perceptions long before a patient speaks with a clinician.

What this trend signals for the broader healthcare ecosystem is that television is not being abandoned, even as digital channels grow in influence. For marketers, the message is that an integrated approach, one that balances the broad visibility of television with the precision and engagement of digital, is becoming the norm. A TV campaign can set the stage and plant the initial seed of recognition, while follow-up messages delivered through targeted digital platforms reinforce that awareness and drive deeper engagement.

At the same time, heavier television investment does carry risks. As consumers see more pharma ads, they can experience fatigue, especially when similar messages appear repeatedly. Brands must work harder to keep messaging relevant and refreshing, or they risk overwhelming viewers who are already being exposed to high ad volumes across categories. The leaders in TV spending are those that combine strong creative with a strategic cadence that sustains interest without alienating audiences.

For healthcare professionals and industry observers alike, Skyrizi’s reign as the top TV advertiser is a marker of how media priorities are balancing scale with sophistication. Television still matters, especially for major brands looking to sustain presence across broad audiences. But the best results come when that reach is leveraged thoughtfully as part of a comprehensive media ecosystem that includes digital, social, educational and physician-focused touchpoints.

The year 2025 showed that even as the media landscape evolves, television continues to be a heavyweight channel in the marketing playbook. Where Skyrizi and Tremfya lead, other brands are likely to follow, shaping a marketplace where visibility, frequency and relevance all matter in how therapies are discovered, discussed and ultimately adopted.

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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