Throughout 2024, streaming platforms have experienced fluctuating audience shares, highlighting their relentless battle for market dominance. While the final data to crown the ultimate winner will only be available in January 2025, current trends already reveal the key frontrunners.

 reports for January - October 2024, which represent a view of total TV usage by media company, Disney+, which started the year strong, maintained its lead, ending October 2024 with an 11.7% market share. However, competitors like YouTube and NBCUniversal (Peacock) showed consistent growth, narrowing the gap by 10.6% and 9.2%, respectively. These shifts underline the competitive nature of the industry and the importance of adaptive strategies.

Meanwhile, platforms like Paramount+, Netflix, and FOX (Tubi) showcased resilience by leveraging diverse content strategies. Paramount+ climbed steadily from 8.1% in January to 8.7% in October, while Netflix, despite facing increased competition, managed to stabilize at 8.4% by capitalizing on its strong original programming. FOX (Tubi) also grew from 7.6% in April to 8.4% in October, leveraging its free ad-supported model to attract budget-conscious viewers.

Other notable platforms like Amazon Prime Video and Warner Bros. Discovery (Max) maintained steady positions. Amazon achieved 3.6% in October, up slightly from 3.2% in January. Meanwhile, Warner Bros. Discovery (Max) showed a solid 6.7% in October, showcasing the power of a well-curated blockbuster franchise and exclusive content library.

Streaming platforms’ audience share for January 2024

Streaming platforms’ audience share for October 2024

Here are the top 10 streaming services that emerged as winners in 2024, based on audience share data from Nielsen Gauge reports covering the first 10 months of the year.

In December 2024, Disney+ Subscription Plans start from $9.99. 

 consistently led the pack, bolstered by its unrivaled catalog of Disney, Marvel, Pixar, and Star Wars franchises. By investing in exclusive originals and international content, the platform catered to global audiences, solidifying its 11.7% market share by October. Its adaptability to audience demands and focus on family-friendly programming made it a formidable player throughout the year.

 across its Music and Premium services. Data from 

s 10.6% share highlights its unparalleled versatility. From user-generated content to live TV through YouTube Premium, the platform balanced short-form and long-form content expertly. By capitalizing on trends like Shorts and fostering creator partnerships, YouTube remained a go-to for younger and diverse audiences. YouTube consistently held its second position throughout the year, starting at 9.6% in January and steadily climbing.

3. NBCUniversal (Peacock). A Hybrid Model for Growth

 ability to combine live sports, a vast library of NBC hits, and hybrid ad-supported and subscription models helped it grow from 8.8% in May to 9.2% in October. Its partnerships and aggressive licensing deals have positioned it as a strong contender in the competitive streaming landscape.

 demonstrated consistent growth throughout 2024, starting at 8.1% in January and reaching 8.7% by October. By leveraging popular franchises like Star Trek and Yellowstone alongside live sports coverage, Paramount+ catered to both niche and mainstream audiences. Its inclusion of live news and sports created a well-rounded offering that resonated with viewers.

, despite increased competition, managed to stabilize its audience share at 8.4% by October. The platform’s investments in international originals, such as Korean dramas and Spanish-language series, along with its focus on blockbuster films, ensured continued relevance. Starting the year at 8.6%, Netflix faced challenges but remained a household favorite.

Tubi offers a straightforward model with no subscription fees. 

 growth from 7.6% in April to 8.4% in October highlights the appeal of free ad-supported streaming. By offering a mix of classic TV shows, movies, and niche content, Tubi attracted budget-conscious viewers looking for diverse entertainment options without subscription fees.

Warner Bros. Discovery (Max). The Franchise Powerhouse

Warner Bros. Discovery (Max) Subscription Plans

Max leveraged its robust library of iconic franchises, including DC Comics, Harry Potter, and Game of Thrones, to maintain a strong position in the market. With a steady 6.7% share in October, Max showcased the enduring appeal of premium content bundled with live sports and news.

 held a stable position, growing from 3.2% in January to 3.6% in October. Its strategy of bundling streaming with Amazon Prime memberships and exclusive shows like 

Scripps Networks, focusing on niche channels like HGTV and Food Network, maintained a consistent presence in the market, holding a 2% share by October. Its specialization in lifestyle content appealed to a dedicated audience base.

10. The Roku Channel. The Platform Innovator

No Subscription Fee (Additional subscriptions available for premium channels starting at around $4.99/month)

 leveraged its platform advantage to attract 1.8% of the market by October. Offering a mix of free ad-supported content and premium subscriptions, Roku appealed to viewers looking for convenience and variety.

Discover 2024’s streaming trends! From Disney+ to Peacock, see how platforms vie for dominance and adapt to shifting audience shares.

Top 10 Streaming Services in 2024

How Much Does It Cost to Advertise on National TV?

Still think advertising on TV is out of reach because prime-time slots cost as much as your annual budget? That might have been true when big corporations dominated TV a decade ago, but times have changed. The secret lies in showing your ad to the right audience—the people most likely to buy your product. While prime-time reach is valuable, your ideal audience might be watching TV at 3 a.m. on a Tuesday—and we know exactly how to find them. So, let’s take a look at how much it actually costs to advertise on national TV in 2024.

Factors Influencing National TV Advertising Costs

The cost of advertising on national TV depends on several factors. Some can help reduce prices, such as targeting smaller networks and cable channels.

Here are several factors that can influence the cost of ads on national TV

Prime-time slots (8 PM to 11 PM) on major networks like ABC, NBC, CBS, and FOX command the highest prices due to their large audiences. Advertising during major live events like the Super Bowl or the Oscars can cost millions. For example, a 30-second spot cost $7 million for Super Bowl LVIII (2024). You must have seen these Dunkin’ or Uber Eats ads with celebrities.

Prime-time national ads’ average costs range from $50,000 to $500,000 for 30 seconds, depending on the show’s popularity and ratings (source: 

Due to their larger audiences, major networks charge higher rates than smaller or niche networks. Ads on networks like ABC, NBC, CBS, and FOX could cost advertisers from $100,000 to $500,000 per 30-second spot. Cable networks' rates (like ESPN, TNT, and HGTV) would be from $20,000 to $150,000 per 30-second spot.

The larger and more desirable the audience, the higher the price advertisers can expect to pay. Targeting younger demographics, such as viewers of live sports or reality TV, typically comes at a premium due to high demand. As a result, the 

 (cost per thousand impressions) for these ads tends to be significantly higher.

Interestingly, competition for smaller, niche audiences often drives up their costs, making them more expensive to reach. Conversely, larger audiences are generally more cost-efficient, leading to lower CPMs for campaigns targeting broader viewership.

Ad costs spike during specific times of the year, such as the winter holidays. In our 

 we noted that retail and e-commerce brands drive up demand starting in November (and even October for some). Advertisers should be prepared for higher competition and prices during this period.

The same story can happen during some tentpole events like sports playoffs, award shows, and political debates.

Standard ad durations include 15, 30, and 60 seconds. While 30-second spots are the most common, longer ads (60 seconds) offer more storytelling potential but can double the cost.

 15 Seconds $75,000 to $200,000 30 Seconds $10,000 to over $1 million; average $342,000 60 Seconds $200,000 to $500,000

Advertisers who commit to high-volume, upfront purchases often secure discounted rates compared to last-minute, scatter-market buys.

How to Create Budget-Friendly TV Advertising Strategy

 can vary widely, the average cost for airing a 30-second ad is substantial, particularly during prime-time slots or high-profile events, but there are strategies to ensure your money is well spent.

The first thing that must be done is selecting time slots that align with your target audience. While prime-time slots are attractive, less expensive dayparts like early-morning news or late-night talk shows can also deliver strong results. Leverage advanced analytics platforms, such as 

, to pinpoint efficient placements and minimize wasted spend. Your ad creative should tell a compelling story with a clear call-to-action (CTA) to boost recall and conversions; testing different versions can reveal what resonates most.

Another great option is a cross-channel strategy. Use national TV to build broad awareness and use Connected TV (CTV) to hone in on specific audience segments for a tailored experience. National TV is great for building brand awareness and improving brand recognition while streaming is the best tool for performance. This 

 TV approach could be your key to success.

Finally, negotiate smartly by blending upfront commitments for lower rates with scatter buys for last-minute flexibility. Together, these elements create a dynamic, cost-effective TV campaign that maximizes your impact.


Discover the cost of national TV advertising in 2024, from pricing factors to strategies for maximizing your budget and audience reach.

The Cost of Advertising on National TV in 2024. From Prime-Time to Tailored Budgets

From $0 to over $1 million — that’s the vast spectrum of costs for creating a TV commercial. While the quality and creativity of an ad produced for $15 will differ significantly from one with a $150,000 budget, the beauty of today’s advertising landscape lies in its inclusivity. Businesses of all sizes, from startups to global corporations, can showcase their brand on television, leveraging a range of budgets to make an impact.

So, let’s take a closer look at how much does it cost to advertise on tv.

When creating a TV ad, there are many decisions to make, and the first one is the format: national or local, 30 or 60 seconds, animation or video with actors. These choices not only define the audience you’ll reach but also sets the foundation for your production budget. Crafting a TV commercial involves several stages, each with its own cost considerations. Factors like whether you handle production in-house or hire subcontractors, the reputation of those subcontractors, and even the location of the shoot can all influence the final price. To clarify, we’ve outlined average costs in the U.S. market for 2024, offering a helpful benchmark for planning your campaign.

: Depending on the agency's reputation and involvement, creative brainstorming sessions and agency fees can cost between $5,000 and $50,000.

: Hiring a professional scriptwriter or creative team ranges from $1,000 to $20,000.

: Finding actors or models varies widely based on their experience and fame, from $500 for local talent to $50,000+ for a celebrity.

: Costs for a professional crew, including a director, camera operators, sound engineers, and lighting technicians, can range from $10,000 to $100,000+ per day.

: High-quality cameras, lighting rigs, and sound equipment rentals cost between $5,000 and $50,000 per shoot.

: Filming on location may require permits and rentals, ranging from $1,000 to $100,000+, depending on the venue.

: Creating a custom set or sourcing props can add another $5,000 to $50,000 to the budget.

: Paying on-screen talent varies widely, from $500 per day for extras to $50,000+ for high-profile actors.

: Professional editing services range from $5,000 to $50,000.

: Depending on their complexity, advanced effects or animations can cost $10,000 to $100,000+.

: Licensing music or creating custom scores costs $1,000 to $30,000, while sound effects and mixing add $2,000 to $10,000.

: Enhancing the visual tone of the ad typically costs $2,000 to $10,000.

: Hiring a full-service agency to handle the production can add $20,000 to $200,000.

: Licensing fees for actors, music, or footage vary widely, often adding $5,000 to $100,000+ for extended use.

: While not part of production, airing the ad requires additional investment, typically starting at $10,000 and reaching millions for national campaigns.

The average production costs for a professionally produced 30-second commercial typically fall between 

, with more elaborate productions costing significantly more.

For major corporations, creating high-budget TV commercials and airing them during events like the Super Bowl is a strategic investment in brand awareness. However, this doesn’t mean smaller businesses and marketing agencies should shy away from TV advertising altogether. Linear TV remains unparalleled for its broad reach, and according to a Nielsen report, over 70% of U.S. households still subscribe to traditional cable or satellite TV. The good news? Today, TV advertising is more accessible than ever. Let’s explore practical ways to reduce costs at every stage of the production process, ensuring TV remains a viable and impactful channel for businesses of all sizes.

Pre-production can feel like a high-stakes creative sprint, but with some savvy decisions, it doesn’t have to break the bank. Imagine skipping the pricey big-name agencies and instead collaborating with a nimble freelance team or tapping into in-house talent for concept development. Scriptwriting? Platforms like Fiverr or Upwork can connect you to skilled writers worldwide, offering quality work at a fraction of the cost. Casting, too, doesn’t always mean celebrities—local talent or acting school newcomers can deliver standout performances without the Hollywood price tag. For even bigger savings, consider subcontracting parts of the process, such as storyboarding or editing, to professionals outside the U.S., where competitive rates often come with exceptional craftsmanship.

Ideas take shape in the production stage, but it doesn’t have to drain your budget. Start by choosing cost-effective locations—local settings or in-house venues can eliminate the expense of travel and permits. Keep your crew lean and rent only essential equipment, leveraging local production packages for added savings. Opt for talented emerging directors and cinematographers instead of big names, and simplify your set designs to maximize impact with minimal costs. Daylight shoots can cut lighting expenses, and virtual production tools can recreate complex environments without costly on-location shoots. Finally, consider outsourcing elements like animation or editing to skilled international professionals, balancing quality with affordability.

Remember, even big brands sometimes shoot ads outside the US. For example, Apple and Electronic Arts shot their ad in Ukraine.

Use powerful and budget-friendly software tools that streamline editing, such as Final Cut Pro or Adobe Premiere. Opt for freelance editors or smaller post-production houses instead of high-profile studios, ensuring they have a strong portfolio that aligns with your creative vision. Simplify visual effects and avoid overcomplicating animations unless absolutely necessary. Leverage royalty-free music libraries for soundtracks instead of custom compositions or hire emerging composers. Conduct color grading and sound mixing efficiently by sticking to the essentials, focusing on clarity and consistency.

AI tools that can help you reduce the cost of TV ad production

If you're a small brand just starting out, getting on TV is still within reach. AI tools can now generate video content at little to no cost, making TV advertising more accessible than ever. While these ads might not win you an Emmy, they provide an excellent opportunity to take your first steps in television advertising. Even for larger brands, AI offers significant advantages—it allows you to customize your ads, creating multiple variations tailored to different target audiences. It's a smart, cost-effective way to maximize impact and reach.

Here are some examples of AI tools that can help to create video:

 HubSpot Clip Creator Free Customizable templates, no watermarks FlexClip Free with premium options Extensive media library, dynamic text animations 

 Free; paid from $12/month Text-to-video generation, stock music library Zebracat From $49/month Fast creation, high engagement optimization Creatify Free trial available AI avatars, text-to-speech, script writing

TV advertising is no longer the exclusive domain of large corporations; it’s now an accessible opportunity for businesses of all sizes, from small startups to major enterprises. Today, it’s not just about creating a TV ad—running one is within reach for everyone. For larger businesses, platforms like Simulmedia’s data-driven 

 offer advanced solutions to optimize campaigns. For smaller and mid-sized companies, self-serve platforms like 

 provide an easy and efficient way to tap into the power of TV advertising.

Learn the costs of TV ad production and discover tips to reduce expenses, making TV ads accessible for businesses of all sizes.

TV Ad Production Costs: A Guide for Businesses of All Sizes

There are no surprises. Streaming continues to take the lead, and the backlog of other channels is getting bigger. Let’s look closer at the CTV trends and find out how and what audiences watched on TV in 2024.

 report, in September 2024, streaming continued to lead the charge, holding a 41% share of total TV usage as viewers gravitate towards platforms like 

, and Disney+. This shift reflects a steady decline in traditional Cable, which now makes up 26.1% of total viewing time. In comparison, Broadcast accounts for 22.6%, buoyed by seasonal peaks in NFL viewership and political events. The "Other" category rounds out the mix, including gaming consoles and other digital platforms.

These shifts significantly transform CTV viewership trends as streaming captures a larger slice of the pie each year. However, linear TV remains vital, particularly for ad-supported viewing, which continues to deliver significant reach and engagement. For advertisers, the challenge is finding the right balance between these platforms to meet viewers where they are while leveraging each platform's unique strengths. So 

 TV approach is still a winning strategy.

The pandemic set unprecedented highs for daily hours of viewing (HOV) on CTV, and surprisingly, those levels are back. 

 reveals that daily HOV has steadily increased over the past year, rising 5% from Q3 2023 to Q3 2024, reaching levels comparable to the pandemic's peak. This resurgence indicates a persistent demand for streaming content beyond the lockdown lifestyle. Events like the Paris Olympics or Presidential debates brought people back to the screens.

 More time spent in front of the screen means more time for ad placement and content interaction. With daily viewership at these heights, brands can leverage extended exposure, especially during prime viewing hours. And for sure, to advertise on the 

 reports reveal detailed shifts in platform-specific viewing. As of September 2024, 

 exhibited the highest monthly growth among streaming platforms, with viewership up by 12%, driven by NFL Thursday Night Football and popular original series like 

 Amazon's share of total TV usage reached 3.6%, matching its platform-best share from the previous year.

YouTube continues to lead with a significant 10.6% share of total TV usage, maintaining its position as the top streaming platform. Meanwhile, Disney+ saw a 5.2% bump in September, reaching a platform-best 2.5% share of TV, boosted by making 

 content available to package subscribers and the popularity of the show 

 emerged as September's top-performing streaming title with 5.5 billion viewing minutes.

 Platform-specific data helps advertisers understand where audiences are most active, guiding platform investment and campaign placement. To monitor these shifts - this is what brands should do to ensure that their ad spending aligns with platforms with high viewership and content that resonates with their target audiences.

At the same time, YouTube has almost the same numbers based on data from application services.

For example, in July 2024, according to Nielsen’s platform data, YouTube gained 10.4%, and Simulmedia’s statistics showed that the shares of viewings by application services data were 9/1%.

Rising session lengths: stickier viewership

Longer sessions have become a hallmark of CTV viewership in 2024. Although session lengths dipped post-pandemic, they are now up nearly 7% compared to last year, Wurl's report said. This shift highlights a growing trend of viewers settling into content for extended periods, suggesting a deepening attachment to CTV platforms. Extended session lengths reflect a shift in user behavior and indicate a stickier viewership, which means audiences are less likely to switch channels or platforms mid-session.

 Content quality and relevance are undoubtedly factors here. As platforms like Disney+, Netflix, and Amazon Prime expand their libraries, audiences have more reasons to stay glued to the screen. Additionally, content that aligns with user interests—whether themed around popular genres like reality TV or curated into binge-worthy stacks—keeps viewers engaged for longer.

 Longer session lengths mean more touchpoints with audiences, increasing the likelihood of ad viewership. Brands should consider ad sequencing strategies to build narratives across sessions and leverage binge-able content for multi-ad exposures.

Ad-supported models grow as viewers shift to FAST channels

 (FAST) channels has fundamentally altered the CTV landscape. Driven by economic pressures and shifting preferences, more viewers are embracing ad-supported content on platforms like 

, and The Roku Channel. According to Wurl, ad load on FAST services peaked in mid-2023 at 9.4 minutes per hour, settling at 9.1 minutes by mid-2024, significantly lighter than traditional TV, which averages 15–18 minutes of ads per hour.

 For many viewers, FAST channels offer a low-cost way to access a wide range of content without subscription fees. This model works with a budget-conscious audience, which includes younger viewers and those exploring new genres. As a result, FAST channels are increasing ad viewership and expanding CTV's reach to previously untapped demographics.

The reduced ad load on FAST channels is a double-edged sword for brands. While fewer ads create a better user experience, they also mean fewer ad slots and increased competition for premium placements. To maximize impact, advertisers should create high-quality, engaging ads that capture attention in shorter ad breaks.

 analysis for 2024 shows that Reality TV content is more frequently scheduled on FAST channels than any other, outperforming dramas, documentaries, and comedies. This trend reflects a shift in programming preferences on ad-supported platforms, where relatable, low-cost productions resonate with broad audiences.

 Genre selection is pivotal in ad placement strategy. Understanding the prevalent genres on CTV can improve targeting and engagement for brands that capture a specific mood or demographic. For example, lifestyle, fitness, or retail advertisers may find high returns in placing ads alongside popular reality TV programs, where audiences are more receptive to relatable and aspirational content.

As streaming captures a larger share of ad-supported viewership. In August 2024, Madison and Wall data indicated that streaming ads now account for a 10.3% share of total viewing time, a marked increase from 4.4% in August 2021.

 Ad-free SVOD services like Netflix may still dominate viewership, but the growth in ad-supported tiers and platforms is changing the balance. Disney+ reported a 5.2% rise in viewership by adding Hulu content to its platform for bundled subscribers, leading to increased ad engagement. Hulu commands a significant share of streaming ad time, holding 22% of streaming ad inventory.

For advertisers, this means that while traditional TV remains valuable for its broad reach and most ad-supported viewing is still linear, streaming offers increasingly efficient ad opportunities with more targeted engagement. Brands aiming for maximum impact should consider cross-platform strategies, balancing broad reach on traditional TV with precision targeting on streaming services.

Content discoverability has become critical as the number of CTV channels and FAST services expands. Despite the vast content library, keeping audiences engaged and preventing churn remains a consistent challenge. Wurl's report emphasizes that practical content discovery tools and themed content streams can help retain users and minimize churn.

For advertisers, content discoverability means that ad placement can become more strategic. Ads placed alongside well-curated, personalized content have a greater chance of resonating with viewers, leading to higher engagement and better brand recall.

The trends shaping CTV in 2024 highlight an industry that is not only maturing but also evolving in response to dynamic viewer preferences and rapid technological progress. Today's audiences spend more time on screens but with a more engaged, selective approach, increasingly open to ads that blend seamlessly with their viewing experience. The ability to gather data, build strategies around it, and pivot in real-time is no longer just advantageous—it's a must-have. As CTV continues to grow, those who can leverage data-driven insights and adapt quickly will be best positioned to capture the attention and loyalty of these discerning viewers.

Explore 2024 CTV trends: streaming dominates TV usage, ad-supported models grow, reality TV thrives, and cross-platform ad strategies evolve

Back to Reality. Key 2024 CTV Viewership Trends and Insights

, a patient-centric approach, AI-powered data-driven decision solutions, and 

 transform how healthcare brands connect with patients.

Pharma marketing is shifting toward a personalized, data-driven approach. HIPAA-compliant targeting allows marketers to use anonymized data responsibly, delivering tailored content without compromising patient privacy. Meanwhile, downstream outcome measurement tracks how campaigns impact patient behavior and health outcomes, clarifying ROI (

). Real-world data (RWD) from health records and insurance claims further refine targeting, providing deep insights into patient journeys. These trends underscore an industry focused on meaningful patient connections within strict regulatory frameworks.

To keep up with these trends, sophisticated healthcare marketing software tools that enable precision, compliance, and personalization are the most important components of a successful strategy. The right software integrates AI, data insights, and cross-channel capabilities so marketers can navigate the ad landscape quickly and effectively.

Linear TV's staying power in pharma marketing

While CTV is growing in popularity — according to a Leichtman Research Group report, 87% of US TV households have at least one CTV device, at the same time, according to 

, linear still captures 43% of pharma's ad spend and remains pharma's bread and butter. Why? Linear TV offers a scale and reach that no other medium can match, especially for an industry driven by broad awareness and extensive audience reach requirements. According to the 

, In 2022, pharma companies invested $5.5 billion in linear TV product ads. A significant portion of this was tied to major cultural events, such as the Beijing Winter Olympics, where $165 million was spent on pharmaceutical ads alone.

For decades, traditional or linear TV has allowed life sciences companies to meet the industry recommendation of reaching at least 10% of their targetable population. The approach has worked well enough—casting a wide net ensured high visibility for brands in a way digital channels couldn't match at scale. However, as younger audiences move to digital, the dominance of linear TV is finally starting to wane. Even so, it still commands the lion's share of pharma budgets and delivers high reach, especially among older demographics who watch more linear TV than streaming.

The next logical step? It's time to apply the precision of data-driven 

 targeting to linear TV. The capabilities that have redefined digital and connected TV advertising—hyper-focused segmentation, AI-powered insights, and real-time measurement—are precisely what linear TV needs to maximize its potential for pharmaceutical advertisers.

The shift: applying data precision to linear TV

The days of running linear campaigns based solely on surveys and last year’s statistics are over. Today, advertisers operate with data-informed precision, tailoring strategies based on real-time insights rather than outdated assumptions. However, there are still important distinctions between targeting on streaming platforms and traditional linear TV.

In CTV, targeting is as precise as spearfishing—highly focused, efficiently reaching exactly the intended type of viewer. Data-driven linear, in contrast, leverages digital targeting data to strategically position ads where they’re most likely to reach relevant audiences at scale. It’s like casting a well-informed net in the best waters, capturing many desired audiences while bringing in a broader mix.

This evolution could mean capturing more relevant audiences on linear TV, minimizing waste, and driving more measurable outcomes.

How can DSP be applied in pharmaceutical advertising

 (DSP) is a software advertisers use to purchase digital ad space across multiple networks and platforms in an automated way. Here’s how DSPs can be explicitly applied in the context of pharma advertising:

 The Health Insurance Portability and Accountability Act (HIPAA) safeguards sensitive patient health information. It ensures patient data is used securely and privacy-protected while delivering relevant ads to the right audiences. DSP enables pharma brands to target specific patient demographics in a privacy-compliant way, ensuring that data used for audience targeting meets HIPAA and other regulatory standards as DPPs work mostly with anonymized data sources.

Audience segmentation for health conditions.

 DSPs allow advanced audience segmentation based on anonymized data about specific health conditions or behaviors. By partnering with healthcare data providers (like Crossix or DeepIntent, for example), DSPs can target audiences likely to be interested in a particular treatment or health condition, which is especially useful for reaching niche patient groups on CTV.

Frequency management and avoiding ad fatigue.

 DSPs help pharma marketers control ad frequency across multiple TV platforms, ensuring viewers aren’t overexposed to a particular ad. This is crucial for maintaining engagement without causing viewer fatigue.

 DSPs enable sequential messaging, where ads are served in a specific order to guide viewers through a story or campaign journey. For pharma, this could mean starting with awareness messages about a condition, followed by ads about treatment options. This strategy helps build brand familiarity and provides viewers with relevant information in stages.

 DSPs can track KPIs unique to pharmaceutical brands, such as script or brand lift. They offer analytics on how effective the TV ad was in prompting actions like prescription fills and doctor visits, allowing pharmaceutical advertisers to measure the real-world impact of their campaigns and refine future strategies based on these insights.

Pharma audience data provider. How to choose?

Pharma audience data providers, or Data Management Platforms (DMPs), collect and analyze anonymized health data to help pharmaceutical advertisers reach specific patient and healthcare provider (HCP) segments with precision and privacy compliance. These providers aggregate data from sources like medical claims, electronic health records, and pharmacy transactions to create targetable segments based on conditions, treatment behaviors, and healthcare journeys. By offering insights into patient needs and HCP prescribing behaviors, they enable advertisers to craft relevant, impactful campaigns that meet strict privacy regulations like HIPAA. Integrated with DSPs and media platforms, these audience segments are used across channels, ensuring a seamless cross-channel approach. Marketers can select the tools and capabilities that best suit their campaign goals.

DeepIntent is a healthcare advertising platform that enables marketers to plan, activate, measure, and optimize campaigns targeting healthcare professionals (HCPs) and direct-to-consumer (DTC) audiences.

Access to clinically precise audience segments based on comprehensive healthcare datasets.

Integration with connected TV (CTV) viewership data to enhance targeting.

Ability to reach over 75% of addressable CTV households with curated inventory from major programmers.

Provides daily reporting on HCP audience performance, allowing for real-time adjustments.

Veeva Crossix specializes in targeted TV advertising for health brands, combining traditional and digital targeting precision.

Engage health audiences through cable and satellite with data-driven linear TV buys.

Reduce media waste by activating campaigns with smaller budgets while still reaching relevant audiences.

Utilize audience segments that are compliant with industry regulations.

Effectv, part of Comcast Advertising, offers a suite of data-driven advertising solutions tailored for the healthcare sector.

Leverages first-party Comcast data combined with trusted third-party data to segment audiences effectively.

Provides multiscreen delivery options across linear TV, streaming, and video on demand.

Offers detailed reporting metrics to assess campaign performance and ROI.

Choozle provides digital advertising solutions specifically designed for the healthcare industry, focusing on data-driven strategies.

Allows advertisers to create custom audience segments based on health-related criteria.

Manages customer data while ensuring compliance with regulations like HIPAA.

Optimizes targeting for patient and consumer groups using comprehensive datasets.

Pharma-specific measurement providers. What value do they bring?

Pharma-specific measurement providers deliver essential insights that go beyond standard ad metrics, focusing on outcomes critical to healthcare. These providers assess the direct impact of campaigns on prescription lift, patient engagement, and healthcare provider (HCP) awareness, offering pharma brands a clear view of how effectively their messaging drives treatment adoption and education. These platforms provide a long-term perspective on campaign success by tracking downstream outcomes like follow-up visits and treatment adherence. Integrated with real-world data (RWD) from sources such as electronic health records and insurance claims, they connect ad exposure to actual health outcomes, creating a comprehensive picture of effectiveness. Additionally, pharma-specific measurement providers operate within HIPAA and privacy standards, ensuring that all data handling complies with regulatory requirements.

Examples of pharma-specific measurement providers

They offer insights into market access, patient outcomes, and promotional effectiveness, helping pharma companies optimize their marketing strategies.

Their solutions include measuring TV ad effectiveness and understanding audience engagement, which is crucial for compliance and optimizing marketing spend.

Their products include customer relationship management (CRM) solutions that help pharma companies track interactions with healthcare providers and measure the impact of marketing efforts.

They offer healthcare-specific measurement tools that assess brand performance, advertising effectiveness, and consumer behavior in the pharmaceutical sector.

Supply-Side Platforms. Why do marketers need SSP?

 (SSPs) play a vital role in pharma marketing by enabling streamlined, programmatic ad placement across HCP-focused digital channels, including medical journals, educational sites, and association platforms.

SSPs offer robust ad inventory management, allowing pharma brands to manage and distribute ads efficiently across multiple outlets. They also provide analytics on user behavior and engagement through real-time data insights, helping marketers understand which channels resonate most with healthcare professionals. SSPs’ programmatic capabilities and machine learning optimize ad performance, ensuring ads reach the right audience segments—HCPs or patients—at the right moment with minimal waste.

Connected TV (CTV) networks and apps are becoming increasingly important for pharmaceutical marketers as they seek to effectively engage healthcare professionals (HCPs) and patients.

 offer programmatic ad inventory that allows pharma brands to deliver ads based on demographic, behavioral, and health-related data insights, all within HIPAA-compliant frameworks. CTV networks also support cross-channel alignment, allowing pharma marketers to extend audience targeting capabilities across linear TV and digital, maximizing reach to relevant patients and healthcare providers (HCPs).

To choose the right CTV network for a pharma ad, prioritize HIPAA-compliant platforms that offer robust targeting, cross-channel integration, audience-aligned reach, flexible ad formats, and detailed analytics to ensure effective and measurable campaign results.

Data-driven approach for pharma marketing. How does Simulmedia do this

 empowers pharma marketers to make linear TV campaigns as targeted and efficient as digital. It starts with integrating TV viewing data, allowing the platform to directly apply the same audience segments used in digital campaigns to linear TV. This cross-channel alignment means pharma brands can reach patients and healthcare providers on a broad scale with precision traditionally reserved for digital channels.

Using AI-driven audience forecasting, Simulmedia analyzes viewership patterns to predict where specific patient populations will be watching. This approach enables pharma brands to deliver relevant messages to target audiences based on anonymized health insights, meeting the right people at the right time.

By bridging the gap between traditional linear TV and connected TV (CTV), Simulmedia creates a seamless experience that extends digital targeting capabilities across both platforms. While linear TV doesn’t offer real-time insights, Simulmedia’s use of ACR data delivers early results, and its quick post-log processing enables more agile in-campaign adjustments. This adaptability brings a new level of responsiveness to linear TV, enhancing its impact in ways once only possible with digital.

Navigate CTV's biggest challenges, from fragmentation to privacy and ad fatigue. Discover strategic solutions for effective, data-driven advertising 

Pharma Ads Meet Tech. Overview of the Healthcare Marketing and Advertisement Software Ecosystem

 is like a double-edged sword in advertising—a goldmine of precision and personalization on one side and a minefield of challenges on the other. Advertisers can reach audiences with pinpoint accuracy, create personalized ad experiences, and tap into levels of engagement that traditional TV could never deliver. But every privilege comes with a price, and advertisers face 

—from platform fragmentation and rising CPMs to privacy hurdles and data lag.

The good news? These aren’t dead ends—they’re just complex puzzles waiting for smart solutions. With the right strategies and tools, there is a high chance that these obstacles can be dismantled.

Fragmentation across platforms and devices

: With viewers accessing content across multiple platforms and devices (viewers can use more than one smart TV or gaming console) — advertisers face inconsistent data, targeting difficulties, and platform-specific measurement challenges.

 Tackling fragmentation in CTV requires a system that centralizes data from a wide array of streaming platforms and devices. By aggregating viewer data across channels, advertisers can streamline their reach, ensuring ads connect with audiences effectively, even as they switch between different devices and services. Unified platforms help consolidate these fragmented touchpoints, allowing for a more strategic campaign planning and measurement approach. Solutions that offer centralized data provide clarity, allowing advertisers to see and act on the complete picture of their audience engagement across the CTV landscape.

With tools designed to combine fragmented data, like 

 advertisers gain a comprehensive view, optimizing reach and ensuring cohesive ad delivery across the most relevant channels.

 (VPPA), GDPR, and CCPA make collecting granular user data for precise targeting increasingly restricted. This can hamper an advertiser’s ability to deliver personalized messages without stepping on regulatory toes.

: The marketers need a platform that ensures compliance by relying on privacy-compliant data sources, leveraging tools like 

 (ACR). ACR allows us to recognize content being viewed without tracking personal identifiers, ensuring relevant ads reach the right viewers while respecting their privacy. Additionally, tapping into metadata—such as genre and themes —allows advertisers to target their ads based on the content’s context rather than personal data, helping craft a strategy that respects privacy.

The integration with data clean rooms enables advertisers to combine first-party and publisher data for more precise, privacy-safe targeting that respects regulatory boundaries.

: Ad fraud poses a substantial risk in the open marketplace. Bots, fake sites, and low-quality inventory can waste ad budgets, reducing ROI and compromising brand safety. Advertisers need quality assurance to avoid wasting resources on ineffective placements.

: A strategic focus on private marketplaces (PMPs) and partnerships with trusted publishers to ensure ads appear only on high-quality inventory - these are key components that help to protect from ad fraud thread. Prioritizing PMPs helps avoid the risks associated with open markets, making maintaining control over ad placement and quality easier.

Navigate CTV's biggest challenges, from fragmentation to privacy and ad fatigue. Discover strategic solutions for effective, data-driven advertising.

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