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Pharmaceutical Opps: Eli Lilly taps media AOR amid significant TV spend increase (Score 28)

Ending a ~20-year relationship with OMD, pharmaceutical giant in May and which was handled by MediaLink.

So far this year, iSpot reports EL has allocated roughly $10.2m toward national TV commercials, up more than exponentially from the roughly $8.1k it had allocated by this point last year. The company didn't invest in this channel after this point last year, and it ended up allocating roughly $13.6k in 2019. EL's 2021 commercials have targeted millennials through shows such as the 2020 Tokyo Olympics, NBA Basketball, Good Morning America, ABC World News Tonight With David Muir and Grey's Anatomy.

According to Pathmatics, the company has spent approximately $64.8m on digital ads YTD, down only slightly (4%) from the approximately $67.5m it spent within the same 2020 timeframe. In 2020, EL's estimated full-year spend more than doubled to $69.8m from that of $32m in 2019. Since the beginning of 2021, it has earned ~6.3b digital impressions via desktop video (36%), Facebook (33%), desktop display (13%), Instagram (8%), mobile display (7%) and Twitter (3%) ads. Most of this year's desktop video ads have been placed site direct onto destinations such as sharecare.com (13%), youtube.com, vogue.com, accuweather.com and sports.yahoo.com.

Additionally, per Magellan, EL has aired 26 podcast ads YTD.

Kantar data shows that the company also invests in print, radio and local broadcast. Sellers able to offer high-ROI strategies among EL's current target demographic of millennials will have an advantage securing ad dollars here. 

Agency & martech readers - Agency reviews often follow one another, so get in touch soon to secure potential PR, creative, digital analytics and/or social media management work. Winmo states that along with Zenith, EL works with TogoRun (PR).