Pharma Brands Lead Spending Among 1st-Time National TV Advertisers
}
Pharmaceutical brands in the first half of the year dominated spending among advertisers that appeared on national television for the first time.
The 16 drug brands that ran campaigns spent a total of $271.6 million, or about 71% of the total $380 million among first-time advertisers, according to an analysis of viewership data by the trade group VAB.
“A significant number of bold, first-time advertisers that provide products or services addressing essential consumer needs such as pharma, financial services and apparel,” VAB said in its report. “Brands that launch multiscreen TV campaigns reach broader audiences which builds brand interest, consideration and engagement.”
