This week, Kelly and Sean take a category-focused approach, diving into two major sectors shaping the advertising market: automotive and pharmaceutical advertising.

The episode begins with a conversation around Sean’s recent car purchase, which quickly opens into a broader discussion about the state of the auto industry. They examine how automotive advertising—historically one of the largest categories in media—is now facing slower growth, changing consumer priorities, rising vehicle costs, and uncertainty around electric vehicle adoption.

The discussion highlights:

• Why automotive ad spend is dropping below historic benchmarks
• The evolving role of EV advertising
• Why affordability may matter more than technology upgrades
• How companies like Slate Auto and BYD could reshape consumer demand
• Why legacy automakers are reducing spend
• Kelly and Sean then shift into pharmaceutical advertising, a category that remains heavily concentrated in the United States. They discuss the unique nature of direct-to-consumer pharma ads, the rise of GLP-1 marketing, and the major patent expirations expected to reshape spending patterns across the category.

Additional topics include:

• Why TV pharma spending is declining
• The growth of digital pharma campaigns
• The impact of blockbuster GLP-1 drugs
• What “patent cliffs” mean for advertising budgets
• Emerging wellness and alternative health advertising trends
• The episode closes with reflections on consumer behavior, category evolution, and what these shifts could mean for advertisers moving into 2027.

Key Topics Covered

• Automotive advertising trends in 2026
• Why auto ad spend is declining globally
• Electric vehicle adoption and marketing challenges
• BYD and Slate Auto disruption potential
• Pharma advertising trends in the US
• GLP-1 advertising growth
• Patent expirations and pharma spend pressure
• Digital vs traditional pharma advertising
• Emerging wellness advertising trends

If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.

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