Pharma Rx brands shift TV spend up 53% after FDA letters

Pharma Rx brands are redirecting spend quickly in response to FDA scrutiny, with multiscreen TV up 53% over six months after September enforcement letters. That makes TV a more attractive home for drug advertisers than digital placements under regulatory pressure. For the streaming ecosystem, the signal is that multiscreen inventory can absorb category-level budget shifts when compliance risk rises. The next concrete marker to watch is whether the FDA issues additional enforcement letters and whether the multiscreen TV spend figure keeps moving from the September baseline.