Advertising activity on television in 2025.

The structure of television advertising in 2025 clearly shows the dominance of the pharmaceutical category. Medicinal products account for about 35% of all advertising activity on TV, making them the most influential driver of inventory. Such a concentration of budgets not only increases media pressure but effectively sets the pace of the market for other categories.

Television continues to remain a channel of massive reach, where large advertisers can quickly connect with millions of viewers. That is why pharmaceutical brands actively use it to build contact frequency and maintain a constant presence in consumers’ minds.

At the same time, other categories — which together represent 65% of TV activity — must compete in an environment where a significant share of inventory is already occupied by one sector. This affects both the cost of placements and the overall strategy for campaign planning.

For media planners, this means the need for more precise timing, more flexible budget allocation, and the search for alternative solutions to achieve effective reach.

Will the pharmaceutical category become the main regulator of television advertising dynamics in the future?

Data processed by Media Systems