Dolgit, Magne-B6, and Spazmalgon are among the top spenders on TV advertising
20 May 15:17
According to estimates by the sales house “Ocean Media Plus,” investment in TV advertising in the pharmaceutical sector is estimated at 3.5 billion UAH (actual spending excluding taxes) by the end of 2025, which is 5% less than the previous year. In dollar terms, this amount is approximately $82 million, writes apteka.ua, reports "Komersant Ukrainian".
“Despite a slight decrease, TV investment volumes remain substantial,” experts say.
The EqGRP indicator for pharmaceutical brands (medicines, medical devices, cosmetics, dietary supplements) decreased by 22.4% during the period under review, returning to 2022 levels. This may be due to a number of reasons.
“In particular, the government’s drug price reform and changes in pharmaceutical market regulation, which Parliament adopted in February 2025, also affected advertising budgets. Although the total number of advertisers remained virtually unchanged, the number of pharmaceutical brands advertised on TV decreased significantly. Also, according to data from the Big Data UA agency, power outages have negatively impacted overall TV viewership,” experts explain.
A decline in EqGRP was recorded in most categories, particularly in the cosmetics and dietary supplements segments.
Among Ukrainian marketing organizations, the decline is more pronounced, which has narrowed the gap between local and foreign advertisers.
Among marketing companies, Farmak, Opella Healthcare International, and Teva were the leaders in terms of EqGRP at the end of 2025.
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| No. No. | Marketing Organization | Thous. EqGRP, % | Growth / Decline, % |
| 1 | Farmak (Ukraine) | 69.5 | –1.3 |
| 2 | Opella Healthcare International (France) | 29.2 | –2.3 |
| 3 | Teva (Israel) | 23.8 | –5.7 |
| 4 | Naturwaren (Germany) | 22.2 | –20.2 |
| 5 | Kyiv Vitamin Plant (Ukraine) | 19.0 | 19.4 |
| 6 | PRO-Pharma (Ukraine) | 17.4 | –32.8 |
| 7 | Bayer Consumer Health (Switzerland) | 16.5 | –23.7 |
| 8 | Delta Medical (Ukraine) | 15.4 | –57.4 |
| 9 | Stada (Germany) | 14.0 | –9.3 |
| 10 | Sopharma (Bulgaria) | 11.4 | 16.0 |
| 11 | Liktvary (Ukraine) | 9.9 | 22.4 |
| 12 | Reckitt Benckiser Healthcare International (United Kingdom) | 9.4 | 23.7 |
| 13 | KRKA (Slovenia) | 9.0 | 245.8 |
| 14 | Borshchahivsky Chemical and Pharmaceutical Plant (Ukraine) | 8.5 | 35.8 |
| 15 | Recordati Group (Italy) | 8.1 | 2.1 |
| 16 | Sandoz (Switzerland) | 7.6 | –44.0 |
| 17 | Darnitsa (Ukraine) | 7.1 | –72.6 |
| 18 | Yuria-Pharm (Ukraine) | 6.4 | 54.7 |
| 19 | Arterium Corporation (Ukraine) | 6.1 | –69.1 |
| 20 | Acino (Switzerland) | 5.9 | –62.2 |
Among the top 20 companies during the period under review, a large share significantly reduced their activity compared to the previous year. Among pharmaceutical brands, the leaders are Dolgit,Magne-B6, and Spazmalgon, according to experts.
| No. No. | Brand | Thous. EqGRP, % | Growth / Decline, % |
| 1 | DOLGIT | 9.4 | −30.7 |
| 2 | MAGNE-B6 | 8.4 | −2.6 |
| 3 | SPASMALGON | 7.4 | 8.6 |
| 4 | PHARMADOL | 7.4 | 33.3 |
| 5 | ANTRAL | 7.1 | 35.5 |
| 6 | NO-SPA | 6.8 | −0.7 |
| 7 | ENTEROZERMINA | 6.3 | 6.9 |
| 8 | PECTOLVAN | 6.1 | 1.3 |
| 9 | PROCTOSAN | 5.4 | −20.3 |
| 10 | RELIEF | 5.4 | −8.4 |
Pharmaceutical Brands Online
As for the activity of pharmaceutical companies in the online advertising segment, it continues to decline. Overall, by the end of 2025, 476.2 million ad impressions for pharmaceutical brands were recorded online, which is 39.6% less than the previous year.
“It is worth noting that the monitoring covers only impressions on personal computers and does not account for mobile devices, so this factor also influences the overall market dynamics,” experts explain.
The leaders in terms of the number of impressions among pharmaceutical brands during the study period are KANEFRON, SINUPRET, and CREON. The main advertisers are Opella Healthcare International, Bionorica, and Haleon.
| No. No. | Brand | Number impressions, million |
| 1 | KANEFRON | 14.3 |
| 2 | SINUPRET | 14.2 |
| 3 | CREON | 11.6 |
| 4 | ENTEROZERMINA | 11.5 |
| 5 | TERAFLU | 8.3 |
| 6 | DETRALEX | 8.1 |
| 7 | NO-SPA | 7.9 |
| 8 | OTRIVIN | 7.8 |
| 9 | ESSENZIALE | 7.7 |
| 10 | NUROFEN | 7.0 |
Based on the number of online ad impressions in 2025, the leaders are Opella Healthcare International (France), Bionorica (Germany), and Haleon Ukraine (Ukraine).
Marketing Trends–2026
According to Kantar, experimentation and innovation are among the key marketing trends for 2026. Brands that actively test new approaches and adapt them to consumer needs have a better chance of long-term growth.
According to Smartly, leading brands are actively combining artificial intelligence, analytics, and creativity to stay ahead of the competition.
Another approach attracting attention involves the integration of the physical and digital worlds: Physical + Digital = Phygital.
“The cornerstone of this approach is QR codes. They can be placed on billboards, stands, brochures, and print ads and link to a website, landing page, product page, and so on,” experts explain.
In addition, Phygital also utilizes technologies such as mobile apps, augmented reality, and others. Phygitalization, in particular, helps enhance the consumer experience at points of sale, experts note.
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