Think pharma ads have too many celebrities and jingles? Not many actually use them, study finds

Celebri­ty spokes­peo­ple, an­i­mat­ed char­ac­ters and jin­gles typ­i­cal­ly draw sighs and even groans in so­cial me­dia dis­cus­sions about phar­ma ad­ver­tis­ing. How­ev­er, the re­al­i­ty is not many phar­ma com­pa­nies use them, ac­cord­ing to an as­sess­ment of the 50 top spenders in the in­dus­try this year.

On­ly 13% of phar­ma ads used jin­gles or au­dio mnemon­ic de­vices, on­ly 5% in­clud­ed celebri­ties and just 2% had a brand mas­cot or char­ac­ter in 2023 ad­ver­tis­ing, ac­cord­ing to the new Ever­sana In­touch study.

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