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# CTV set to overtake linear in healthcare and pharma TV by 2028
- URL: https://www.medianexis.com/ctv-set-to-overtake-linear-in-healthcare-and-pharma-tv-by-2028/
- Published: 2026-09-18T22:54:33.000Z
- Updated: 2026-09-18T22:54:33.000Z
- Description: EMARKETER projects connected TV will surpass traditional TV in healthcare and pharma ad spending by 2028. The shift reflects advertisers chasing targetable, measurable inventory as linear audiences keep shrinking.
- Author: Fabric.Media Editorial
- Tags: Streaming, Beth Snyder Bulik, CTV to lead healthcare/pharma TV by 2028

**Why it matters.** Pharma marketers must shift budgets and compliance workflows toward CTV’s targeting and disclosure requirements as linear spend keeps ceding share.

*Signal from* [*emarketer.com*](https://emarketer.com/?ref=medianexis.com) *·* [*Beth Snyder Bulik*](https://www.medianexis.com/tag/by-beth-snyder-bulik/) *·* [*read the original*](https://www.emarketer.com/content/healthcare-pharma-tv-ad-spending-shifts-toward-ctv?ref=medianexis.com)*.*