The trend: Pharma advertisers spent nearly $1.1 billion on linear TV drug ads in the year’s first two months, continuing the strong pace of late 2025, per data from iSpot.tv. January spending topped $589 million, before slowing to $510 million in February despite boosts from Super Bowl and Winter Olympics ads.

Why it matters: Pharma marketers are shifting budgets from linear TV to digital channels like connected TV (CTV) and social media.