Big Pharma's Super Bowl Dilemma: To Advertise or Not?

As the Super Bowl approaches, pharmaceutical companies face a significant dilemma: whether to invest in high-priced advertising spots or allocate their marketing budgets elsewhere. With the cost of a 30-second Super Bowl ad reaching $7 million, and even higher for prime-time slots, pharma companies must weigh the potential benefits against the substantial financial commitment.

On one hand, advertising during the Super Bowl offers unparalleled reach and visibility. The 2024 Super Bowl, for instance, attracted over 123 million viewers, providing an unprecedented opportunity for brands to showcase their products and messages. For pharmaceutical companies, this exposure can help raise awareness about their drugs, educate consumers about specific health conditions, and even drive sales.

However, the high cost of Super Bowl ads raises concerns about the return on investment (ROI) for pharmaceutical companies. A study by EDO, a TV outcomes company, found that while Pfizer's 2024 Super Bowl ad generated significant online engagement, the long-term impact on sales and brand perception remains debatable (EDO, 2024). Additionally, the high cost of Super Bowl ads may not be feasible for smaller pharma companies with limited marketing budgets.

To mitigate the risks associated with Super Bowl advertising, pharmaceutical companies can consider alternative marketing strategies. These include:

1. Digital marketing: Leverage digital channels such as social media, search engine marketing, and targeted online advertising to reach a large audience at a lower cost than traditional TV advertising (Rice, 2025).
2. Influencer marketing: Partner with influencers in the health and wellness space to promote products and reach a targeted audience. For example, Astellas partnered with Jill Jaroch, a women's health advocate, to promote its menopause drug Veozah in its 2024 Super Bowl ad (Jaroch, 2024).
3. Event sponsorship: Sponsor events or activations that align with brand values and target audience. For instance, Novartis sponsored the 2024 FIFA World Cup, which provided the company with a unique opportunity to reach a global audience (Evans, 2025).
4. Public relations: Leverage public relations to generate buzz and awareness for products. For example, Pfizer's 2024 Super Bowl ad generated significant media coverage and social media buzz, indicating that public relations can be an effective way to reach a similar audience (EDO, 2024).

In conclusion, the high cost of Super Bowl ad spots presents a dilemma for pharmaceutical companies. While advertising during the Super Bowl offers unparalleled reach and visibility, the potential ROI and feasibility for smaller companies remain uncertain. To mitigate these risks, pharma companies can explore alternative marketing strategies such as digital marketing, influencer marketing, event sponsorship, and public relations. By doing so, they can effectively reach their target audience without the high cost of Super Bowl advertising.