Internet to overtake television in heathcare advertising

#Healthcare brands; #mediainflation; #ZenithROIAgency

New York, Aug 12 (Canadian-Media): Healthcare brands are being pushed to build awareness in other media, notably out-of-home and online by media inflation and declining ratings in key markets, Zenith ROI agency reports said. 

The ROI Agency, Zenith, based in London (united Kingdom), blends data, technology to  solve complex challenges and grow clients’ businesses.

The ROI Agency, Zenith 

There has been a decline of 3.1 percent in 2018 in healthcare adspend on television and according to forecast to decline 4.6 percent in 2019 and 5.2 percent in both 2020 and 2021.

Out-of-home healthcare adspend grew 11 percent in 2018, and is forecast to grow 15 percent in 2019.

With healthcare adspend moving into more targeted and personalised social and digital channels, internet advertising, being the television’s main competition, allows healthcare brands to improve efficiency by discreet reaching of potential customers leading to reduction in  consumers who are not potential customers 

With the growth of healthcare internet adspend to 16 percent in 2018, expected another year of 16 percent growth in 2019, it is forecast that by 2021, internet will overtake television to become the biggest medium for healthcare advertising.

Healthcare Ad Spending: Television accounts for 54.7% of spend in 2018, followed by internet advertising —34%— in 2018. https://t.co/Z4nrcvAMoc pic.twitter.com/hsv1t7Je7b

— Edwin Ruis (@edwinruis) August 6, 2019

Indian healthcare advertising being concentrated in print, accounts for over three quarters of healthcare adspend. And India is one of the few markets in which newspaper circulation, readership and adspend are all on the rise. Excluding India, the share of healthcare advertising taken by newspapers is actually expected to drop from 2.1 percent in 2018 to just 1.6 percent in 2021.

Reporting by Asha Bajaj