ANA Measurement and Analytics Conference

How Eli Lilly Outmaneuvers the Competition in a Fragmented Media World

Pharma brands spent approximately $2.89B on linear TV in H1 2025, making up 6.02% of ad impressions—but as viewers shift to streaming, reaching audiences efficiently is harder than ever. Eli Lilly is rising above the fragmentation chaos with a unified measurement approach, and their strategy offers lessons for all brands.

Join Zack Schroll, AVP of Consumer Analytics at Eli Lilly, and Whitney Teplitzky, Sr. Director of Customer Success at iSpot, as they break down key TV and video ad trends, from Share of Voice across linear and streaming to shifts among top pharma players. Learn how Eli Lilly uses iSpot Unified Measurement to track deduplicated reach and frequency across publishers and how you can apply their approach to boost your media performance.

Get a behind-the-scenes look at pharma advertising and walk away with strategies for outsmarting competitors, optimizing reach across platforms, and maximizing impact in today’s fragmented landscape.