The holiday season is underway, and weight-loss advertisers are gearing up for their most important time of the year. As consumers navigate Thanksgiving dinners and holiday parties, fitness and wellness brands are vying for the annual wave of New Year's resolution-makers.
The category’s landscape is more diverse than ever, spanning GLP-1 medications, traditional weight management programs, and connected fitness memberships. Using EDO's TV outcomes measurement, which tracks how consumers engage with brands online after ads air, we analyzed every weight-loss ad that ran on national TV from January through October 2025.
Let’s take a closer look at which brands and strategies are leading the way.
Weight-loss advertisers bulk up TV investment
First, it’s worth noting that weight-loss advertisers are bucking national trends. Economic headwinds like inflation and tariff costs have led over half of marketers to cut ad spend in 2025. Yet, weight-loss and fitness TV advertisers increased spend 7% year-over-year.
For our analysis, we looked at three key subcategories:
- Prescription Weight Management: Encompassing GLP-1s and weight-loss programs
- Health & Beauty Weight Management: Supplements and over-the-counter solutions
- Fitness: Gyms, equipment, and training platforms
The newcomer in the category has also become by far its biggest spender. Prescription Weight Management saw a 52% spending increase in 2025 compared to last year.
Top brand performers in peak performance shape
Looking at TV ad performance by category reveals a more nuanced view. The strongest performing brands represent a mix of telehealth disruptors, connected fitness platforms, and traditional gym memberships.
- Hims & Hers was the year's most effective weight-loss advertiser overall, with ads that were 1,810% more effective than the category average. The company’s ad spots emphasized not only its new GLP-1 offerings but personalized prescriptions for every health need, from nutrition and sleep to a live-chat concierge.
- Connected fitness brands secured the next two spots, with Peloton outperforming the category average by 840% and competitor Tonal seeing a 792% lift.
Looking at the year’s top 10 weight-loss advertisers so far, Fitness brands captured half of the spots, with Prescription Weight Management close behind with four, while Health & Beauty snagged just one, thanks to GOLO’s dietary and supplement program.
Top creatives flex innovation and inclusivity
2025’s most effective TV ad creatives reflect weight loss's evolution from traditional gyms and supplements to connected devices and prescription medications.
In Fitness, technology-first brands Peloton and Tonal were joined by newcomer Therabody, which saw skyrocketing engagement for its product-centric ad spots. Top performing creatives introduced audiences to the “ThermBack LED” back brace (+1,167% higher engagement), provides support even on the golf course, as well as the new “Theragun Mini” that can fit inside a purse.
Fitness brands used a diversity of tactics to drive results. Planet Fitness “Gym Membership” (+1,591% higher engagement) leaned on a punchy offer, explaining its flexible amenities and $1-down price, set to an electro beat. Crunch Fitness tapped into humor with its “Clown Hotel” spot (+361%), while Total Gym’s “Find What Moves You” (234%) had no dialogue, just a series of full-body exercises all made possible by its efficient home design.
The GLP-1 effect keeps growing
The other clear story on 2025’s creative leaderboard is the prescription boom. GLP-1 has reshaped weight-loss advertising. In addition to Hims & Hers claiming the top spot, several other brands that either produce or prescribe GLP-1s saw record TV ad engagement this year:
- Noom's “Angelia (Feel Like Yourself)” spot was 576% more effective than the weight-loss category average, while pharmaceutical brand Zepbound’s “Change (Tried and Tried Again)” outperformed by 119%.
- Weight Watchers, a legacy brand that has evolved its offering to include GLP-1 access, generated ads 191% more effective than the category average. Its spot unveiling the new offering, “Let’s Get Clinical,” saw an even greater lift at 573% higher impact.
Win the New Year’s audience now
With TV ad spend up and competition intensifying, weight-loss brands need to make smart decisions in the holiday season. Only brands with real-time engagement data to understand what creatives and media work best will capture the resolution rush.
Ready to optimize your weight-loss advertising strategy? Contact us to learn how EDO’s Vertical AI-powered insights can help you maximize every ad dollar.