25.11.2024
Advertising in media remains one of the critical tools for promoting brands in the pharmaceutical market. Its primary goal is to reach the broadest possible audience through large-scale platforms such as television (TV) and the Internet.
According to Gradus Research and Kantar studies, the primary television audience comprises people over 55, while younger audiences prefer online platforms for consuming content. As reported by DataReportal, as of early 2023, Ukraine had 28.57 million internet users, with a penetration rate of 79.2%. This article reviews key trends in the advertising of pharmaceutical brands on TV and the internet based on data from the “PharmXplorer” analytical system, part of the PromoTest & RxTest projects by Proxima Research, for the first nine months of 2024.
According to the All-Ukrainian Advertising Coalition (UAC), the first half of 2024 was successful in advertising investments, leading to an upward revision of forecasts. However, the year’s results will depend on energy supply conditions during the autumn-winter period. Analysts predict that the advertising and communication market 2024 will grow by 33% compared to 2023, exceeding the previous forecast by 5%. Direct advertising investments in TV are expected to increase by 60%, while digital advertising may grow by 27%.
Pharmaceutical brands were among the first to resume advertising on television after a sharp decline caused by the full-scale invasion. In 2024, according to UAC, nearly all key advertisers returned to the TV advertising market, driving its overall growth. However, the pharmaceutical segment’s share has decreased due to the rising number of market players, a sign of recovery.
The sales house “Ocean Media Plus” estimates investments in pharmaceutical advertising on TV for the first nine months of 2024 at UAH 2.7 billion (excluding taxes), representing 45.4% of the total TV advertising market. In US dollars, this amount equals $66.7 million. While expenditures in hryvnias have nearly reached pre-war levels, they remain lower in dollar terms.
Pharmaceutical brands quickly returned to active TV advertising following the initial decline caused by the full-scale invasion. Despite challenges, this segment demonstrates remarkable dynamism.
However, the autumn-winter period may face challenges due to potential power outages, as seen during the summer’s “low season.” As usual, advertising activity increased in September.
The number of pharmaceutical brands and advertisers on TV has decreased compared to the pre-war period, affecting the overall EqGRP** indicator. Nonetheless, this metric has shown double-digit growth rates since 2022.
In the first nine months of 2024, pharmaceutical brands (including medicines, medical devices, cosmetics, and dietary supplements) exceeded the EqGRP in 2023 by 11.8%.
Data from 2022–2024 reflect the market’s gradual adaptation to new conditions (Figures 2 and 3). Ukrainian marketing companies exhibit a faster recovery in activity and a greater reliance on television than their international counterparts.
Leading pharmaceutical brands by EqGRP in 2024 include Dolgit, Magne-B6, and Zest. Among advertisers, “Farmak,” “Delta Medical,” and Naturwaren ranked highest.
The largest volumes of EqGRP purchases for pharmaceutical brands were recorded on channels such as STB, ICTV2 (a duplicate channel with entertainment content), NTN, Novyi Kanal, and “1+1” Ukraine (a duplicate channel with entertainment content). These platforms remain crucial for promoting pharmaceutical brands.
September traditionally marks an uptick in advertising activity for pharmaceutical brands as preparations for the autumn-winter season, characterized by increased demand for medicines, begin.
In the second half of 2022 and the first half of 2023, pharmaceutical companies maintained high activity levels in internet advertising, driven by a need to sustain media presence and experiment with digital channels following the full-scale invasion.
However, in 2024, internet advertising activity among pharmaceutical brands decreased, with seasonal peaks less pronounced than in previous years. For the first nine months of 2024, 564.9 million ad impressions were recorded for pharmaceutical brands online, 46.9% fewer than in the same period of 2023.
In 2024, No-Spa, Magne-B6, and Creon were the leading brands by online ad impressions. Sanofi, Zhytomyr Pharmaceutical Factory, and Farmak were the primary advertisers.
Despite the war’s significant impact on Ukraine’s advertising media market, the pharmaceutical category demonstrated exceptional resilience and adaptability. This sector was among the first to resume television advertising and actively leverage internet advertising opportunities.
In 2024, advertisers are increasing investments in TV advertising for pharmaceutical brands, typical of the autumn-winter period when demand for medicines traditionally rises.
At the same time, while internet advertising remains a vital marketing tool, a decline in activity within the pharmaceutical sector was observed in 2024 compared to the previous year.
According to a Kantar study, consumers increasingly perceive traditional television and streaming services as single entities. However, TV remains the dominant channel for audience reach.
A key challenge in modern marketing is the attention crisis in social media. With audiences accustomed to dynamic content, their expectations are rising, requiring brands to sustain interest continuously. In such conditions, marketers are advised to create emotionally resonant, distinctive content rather than conforming to platform-specific templates.
The material was prepared by “Pharmacy Weekly” magazine.
*Data provided by the “Ocean Media Plus” sales house. Data for 2022 is unavailable.
**EqGRP is an indicator characterizing advertising campaign activity, calculated as the sum of ad ratings expressed as percentages, adjusted to a 30-second equivalent.
***Before February 2022 — Industrial Television Committee data; after April 2022 — RAZOM Group.
****AdReal and Gemius SA data.
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