The fate of pharma in the media market

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Interestingly, television in Ukraine currently ranks only second in terms of investment. Unfortunately, regarding consumption, there is no market data that was previously widely used by agencies and companies, in particular in analyses by Kantar, TNS, and MMA, although these studies continue to be conducted in the market.

An interesting fact is that television has lost its leading bulgaria telegram data position among media in Ukraine. In 2023, its popularity is no longer as high as before, both in terms of reach and level of investment, compared to digital platforms.

What's happening in digital media?
Currently, the share of Pharma in the digital media sector is only a few percent of the total advertising placement in the country. This is indicated by the low activity of pharmaceutical companies in digital spaces. Among the most popular strategies of these companies, it is worth noting the combination of promotion in digital media and on television. Investments in television and digital channels may vary depending on the specific company.


Over the last half of 2023, more than 80% of the top 10 pharmaceutical companies in terms of digital media investment are using combined strategies. The top three in this ranking, choosing exclusively digital promotion models, include the Haleon brand, in particular Solpadeine. In terms of sales, this brand is experiencing positive dynamics.

As for the digital promotion model itself, or “digital first” promotion, it demonstrates high efficiency in Ukraine. This trend can be explained by the fact that television is losing its former popularity and efficiency in Ukraine. Compared to other countries of Central and Eastern Europe, Ukraine is notable for the fact that digital channels have become the main means of communication. Similar trends are observed in the Czech Republic, Slovakia and Israel. Ukraine ranks fourth in this cluster, demonstrating high results in promotion exclusively through digital channels.