Ozempic ads 57% more effective on streaming than linear TV in Q3, EDO finds

September 14, 2026 · mediapost.com

Novo Nordisk's Ozempic led every diabetes brand in television ad share of voice during Q3, capturing 32% of total exposures across streaming and linear combined, according to research firm EDO. The brand's streaming ads were 57% more effective than its linear ads at driving brand searches and site visits, in a quarter when Ozempic introduced a new spot promoting its "Tri-Zone" benefits: lowering A1C, cardiovascular risk and weight. Jardiance from Eli Lilly and Boehringer Ingelheim placed second in share of voice at 28%, followed by AstraZeneca and Bristol-Myers Squibb's Farxiga at 21%, Dexcom's glucose monitors at 11%, and Eli Lilly's Mounjaro at 3%.

Streaming's advantage held across the whole category. Overall engagement on streaming outperformed linear by 6% during the quarter, Dexcom's ads posted an 84% streaming advantage over linear, and beat the category's convergent-TV average by 208%. Regional patterns add another layer for planning: EDO found engagement correlated with local diabetes and obesity rates, with Parkersburg, West Virginia and El Paso showing the strongest response and Seattle and Boston the weakest. Budget allocation between streaming and linear inventory, and geographic weighting within a diabetes or GLP-1 campaign, can shift measurable engagement without any change in creative or spend levels.