VAB Releases The Pharmacy, A Comprehensive Guide Answering Key Questions in the Pharma DTC Category

—Culmination of 18 Months of Industry Conversations Delivers Updated Data and New Insights on the Pharma Advertising Landscape—

NEW YORK, Nov. 3, 2026 — The Video Advertising Bureau (VAB) today released The Pharmacy: A Supply of Vital Insights Answering Seven Key Questions in the Pharma DTC Category. Over the past 18 months, VAB has been conducting house calls with agencies, media publishers, conference organizers, trade publications and other key stakeholders to explore and answer the most pressing questions shaping the pharmaceutical advertising landscape. The Pharmacy features a supply of vital insights addressing the questions most frequently asked during those conversations.

A follow-up to several pharma-focused reports released by VAB—including How Premium Video Drives Sales in the Pharmaceutical Category and How Has the FDA's Crackdown on Deceptive Pharmaceutical Advertising Affected Multiscreen TV?—the newly-released guide serves as a one-stop shop for updated data and new insights, compiling proof points across seven key questions in an easy-to-navigate format.

Those seven key questions are: 

1. What is the 'patient-driven' case for pharma TV advertising?
2. Why is pharma TV advertising especially critical for engaging minority groups?
3. How much does the Pharma category invest in advertising?
4. What has been the effect of the FDA's crackdown on 'deceptive' pharma communications?
5. How have the lengths of ad units across multiscreen TV recently evolved?
6. How does pharma investment in Spanish-language TV compare to total market?
7. What is multiscreen TV's impact on patient discovery, education and sales for pharma?

"The evidence is compelling: pharmaceutical advertising plays a profound role in the patient journey, and multiscreen TV proves instrumental at every step, from discovery to education to informed decision-making," said Jason Wiese, EVP, Strategic Insights & Measurement, VAB. "As questions arise about the future of pharma advertising, The Pharmacy cuts through the noise with clear, data-backed answers. This guide reflects VAB's commitment to bringing clarity where it's needed most, and we're here as a resource for marketers, decision-makers and the broader pharma community invested in the industry's future and the well-being of the patients it serves."

Read The Pharmacy here.

SOURCE VAB