Where have all the billboards gone?

Drugmakers leaned more on radio and television, and less on out-of-home and cinema, as dramatic shifts in consumer behavior wrought by the COVID-19 pandemic prompted a reshuffling of the direct-to-consumer ad mix. Meanwhile, AbbVie led all pharma advertisers in 2020, dropping a cool $1.2 billion to promote its two newer immunology brands, Skyrizi and Rinvoq, and the industry’s overall spending continued to moderate, according to Nielsen Ad Intel’s 2020 DTC data.


Market: National
Media Type: Business to Business, Cable TV, Digital, FSI Coupon, Local Magazine, Local Newspaper, Local Sunday Supplement, National Cinema, National Magazine, National Newspaper, National Sunday Supplement, Network Radio, Network TV, Outdoor, Regional Cinema, Spanish Language Cable TV, Spanish Language Network TV, Spot, Radio, Spot TV, Syndicated TV

NIELSEN AD INTEL

Source: Neilsen Ad Intel
*Digital – Nielsen Ad Intel; Powered by Pathmatics and Nielsen 2016-Sept 2021
*Digital – Nielsen Ad Intel; Powered by Pathmatics and Nielsen 2016-Sept 2021

Format Options
Exclude Promos PSAs: Yes
Exclude Local Avails: Yes

Report Period (Standard)
2016-2020 (01/01/16-12/31/20)