Commentary

Prescription TV: Big Screen Pharma And RFK Jr.

by Wayne Friedman , Staff Writer, December 11, 2024

Big pharmaceutical companies have something to consider going forward under the Trump Administration -- in terms of TV messaging.

When it comes to prescription drugs in the Trump Administration, Robert F. Kennedy Jr. as the head of Secretary of Health and Human Services sets up an interesting marketing dynamic

RFK Jr. has vowed to purge the U.S. Food and Drug Administration. He is a firm believer that COVID vaccines don’t work -- as well as other pharmaceuticals.

In 2023, ten big pharmaceutical companies spent an estimated $1.94 billion on national TV advertising, up from around $1.68 billion -- a 15% increase -- according to estimates. The top spender was AbbVie with big media for their drugs Skyrizi and Rinvoq.

The category is very strong for TV networks -- especially for linear TV, which while declining in recent years, has been increasingly dependent on advertising categories that cater to older-skewing consumers. These consumers are a bit slower to shift to premium streaming platforms.

That said, big pharma continues to do what all brand advertisers are doing -- gradually shifting their media to digital media platforms and streaming for much-needed extended reach.

At the same time, pharma companies are estimated to have been increasing their spend on linear TV.

Already for this year -- for the first eight months -- all pharma linear TV spending is up 8% to $3.4 billion. Total TV pharma ad impressions are 4.2% higher to 54.2 billion. This data comes from iSpot.tv.

Drug ads were most obvious on news programming. The list here includes: ABC, CBS, CNN, Fox News Channel, ION, MSNBC, and NBC.

Looking at individual programs, “ABC World News Tonight” had the largest brand TV ad impressions, followed by ABC’s “Good Morning America” and “NBC Nightly News.” In addition, re-runs of TV network dramas and game shows were significant.

It would be hard to predict what radical changes might come should an outspoken critic like Kennedy have on pharmaceutical business revenue.

In terms of messaging -- TV, digital or otherwise -- free-market behavior might have the reverse effect, pushing drug manufacturers to amplify their marketing campaigns.

A major qualitative shift to more digital media might be the better prescription.

What's the diagnosis? Increase the media dosage -- or let one’s genetic media impulses take over in another direction.

government, health, messaging, pharma, politics, television

4 comments about "Prescription TV: Big Screen Pharma And RFK Jr.".

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David Scardino from TV & Film Content Development, December 11, 2024 at 2:55 p.m.
First he has to be confirmed by the Senate.

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Ben B from Retired, December 11, 2024 at 8:31 p.m.

Big Pharma will like RFK JR along with the FDA going to get them into tiptop shape LOL. I use the older drugs that don't have all those side effects you see in those Big Pharma ads and I wonder if they pay off the FDA to get it approved that is how I see it in my opinion.

Robert Rose from AIM Tell-A-Vision, December 12, 2024 at 8:50 a.m.

RFK Jr. has childrens' blood on his hands from America Somoa with the measles outbreak there. Priveledge people like him need to travel to some poor countries where access to vaccines are NOT as available and they will quickly note the huge number of people with birth defects, deformaties, handicapps, hobbles, blindness etc., and may then come to appreciate medical science and the privilidge of living in a nation like the United States a bit more. is there Big Pharma overreach? Absolutely. Is RFK Jr. a solution to this issue? Absolutely NOT. Meanwhile, our milk supply is being screened for bird flu and this brain worm addled, former heroin addict wants everyone to drink unpastuerized milk. Supremely unqualified. Trump is nothing more than a troll.

Robert Rose from AIM Tell-A-Vision, December 12, 2024 at 8:54 a.m.

Reposting to correct typos before to be more clear. RFK Jr. has children's blood on his hands from America Somoa with the measles outbreak there. Privileged people like him need to travel to some poor countries where access to vaccines is NOT as available. They will quickly note the vast number of people with birth defects, deformities, handicaps, hobbles, blindness, etc.. They may then appreciate medical science and the privilege of living in a nation like the United States a bit more. Is there Big Pharma overreach? Absolutely. Is RFK Jr. a solution to this issue? Absolutely NOT. Meanwhile, our milk supply is being screened for bird flu, and this brain-worm-addled, former heroin addict wants everyone to drink unpasteurized milk. Supremely unqualified. Trump is nothing more than a troll.