The data: 79% of US adults think there are too many pharma ads on TV and streaming video, per a recent SiriusXM Media survey.

• 19% think there is the right amount, while only 2% say there should be more.
• SiriusXM surveyed 2,158 of its users on its Soundboard panel in November.

Why it matters: Consumers aren’t just unhappy with the number of commercials; they’re also concerned about the creative license marketers take with the content in ads.

• Nearly half (49%) think pharmas’ use of pleasant or happy visuals in TV and video commercials is unrealistic or out of touch.
• 45% say commercials like that are misleading, and 40% agree the happy imagery makes the side effects of drugs seem less serious.
• 28% think the visuals are distracting.
• Just 4% say pleasant and happy pharma ads are relatable and engaging.

Despite dissatisfaction with the volume and contents of current pharma advertising, many of the respondents want clear, useful information about their medications.

• 73% of those who take prescription drugs say it’s helpful to be informed about their potential side effects, per SiriusXM.
• 55% prefer to see or hear everyday patients’ stories in pharma ads instead of actors.
• 35% say pharma ads about health conditions that don’t mention drug brands are helpful and informative.

The survey also highlights moments when consumers are receptive to health information in audio formats. That includes 62% of the SiriusXM respondents who tune in when traveling to and from doctor’s appointments, 22% during daily health activities like taking medications, and 14% while doing health research online.

Implications for pharma marketers: Consumers feel inundated by pharma TV ads, and shifting expectations are demanding more authentic storytelling and a tone that reflects the seriousness of their health. As linear TV ad spending falls 11% this year and digital grows 13.3%, per EMARKETER’s forecast, marketers also need to rethink where messages run. Combining targeted digital placements and more grounded creative will better reach consumers who want useful information—not generic, overly upbeat ads.