Diabetes brands’ streaming ads outperform linear by 6%

EDO, the TV outcomes company, has released its Q3 2024 Diabetes Convergent TV Outcomes Report, providing critical insights into the diabetes category linear and streaming TV ad performance. The report reveals actionable findings on what drives consumer engagement in this category, with GLP-1 drugs reshaping the landscape of diabetes management and advertisers increasingly investing in convergent TV to target this growing audience.

Consumer engagement – measured by actions such as search activity and site visits – is the most predictive indicator of future sales, making these insights essential for advertisers looking to drive meaningful outcomes.

According to EDO’s analysis, diabetes ads were 6% more likely to drive consumer engagement on streaming than linear TV. Dexcom emerged as a standout performer, with ads 208% more effective than the diabetes category average on convergent TV. Dexcom’s streaming ads were 84% more effective than the category’s convergent TV average.

“Strong TV ad engagement in the diabetes category is fueling conversation around GLP-1 treatments and advancements in diabetes management,” said Laura Grover, SVP, Head of Client Solutions at EDO. “Our data shows effective advertising for brands like Dexcom, Ozempic, and Mounjaro. Still, advertisers must understand what’s working — from the most effective creatives to the specific DMAs driving engagement — to maximize their impact. Streaming, in particular, offers a compelling opportunity for brands to hyper-target to their audiences.”

Key findings from EDO’s Q3 Diabetes Convergent TV outcomes report include:

1. Streaming outperforms linear TV: Streaming ads for diabetes drugs were 6% more effective than linear TV in driving consumer engagement. On YouTube, specifically, Dexcom ads were 98% more effective than the brand’s convergent TV average, while Ozempic saw a 73% lift on the platform.
2. Interest skews older among men and women: Men aged 18 to 44 were 4% less likely than the average demographic to engage with diabetes ads on convergent TV, yet men 45+ are 16% more likely to engage with the same ads. This margin is even wider among women: women 18 to 44 are 10% less likely to engage with diabetes ads on convergent TV, and women 45+ are 25% more likely to engage with these ads than the average demographic.
3. Engagement and regional obesity rates correlation: EDO’s analysis revealed strong correlations between Designated Market Areas (DMAs) with high rates of diabetes or obesity and higher consumer engagement with diabetes ads. High-engagement regions included Parkersburg, WV (citizens are +11% more likely to engage with diabetes ads than the average region), El Paso, TX (+8%), and Yuma-El Centro, AZ (+7%). Low-engagement regions included Seattle, WA (-14% less likely) and Boston, MA (-10%).
4. Most effective dayparts: Afternoon daytime (+17%) and morning daytime (+16%) emerged as the most effective times to advertise for the diabetes category, while early morning (-29%) and late fringe (-31%) were the least effective.
5. Ozempic leads Share of Voice: Ozempic led the category with a 32% Share of Voice, as measured by convergent TV ad exposures, followed by Jardiance (28%), Farxiga (21%), and Dexcom (11%).

As the diabetes category evolves, EDO data and media analysts equip advertisers with the tools to make immediate data-driven decisions and optimize in-flight campaign performance.

For more information about EDO’s Q3 Diabetes Convergent TV Report, visit edo.com/diabetes.

About EDO

EDO, Inc. is the TV outcomes company — a leading platform measuring predictive behaviors driven by Convergent TV advertising. By combining real-time engagement signals with world-class decision science, EDO data maximizes creative and media performance. We work with modern marketers at leading brands, TV networks, entertainment studios and ad agencies. EDO's investment-grade data aligns advertising investments to business results - with detailed competitive, category, historical and predictive intelligence. For industry intel, success stories and top ads, visit EDO.com.

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