Pharma ad spending soared to $4.5 billion in 2014, backing branded drugs in
levels not seen since the recession, with particular emphasis on
blockbusters--and wannabes. Drugmakers poured $3.4 million into advertising
spending on the top 10 drugs, which accounted for 75% of the total spent on all
advertising of pharmaceuticals, according to Nielsen data. The big push at the
top resulted in 5 drugs surpassing the $200 million mark in spending in 2014,
versus just two that crossed that threshold in 2013. Not surprisingly, household names ruled the list, with two erectile
dysfunction treatments in the top 10.
Eli Lilly's ($LLY) Cialis took over as the No. 1 spender while its chief competitor, Pfizer's ($PFE) Viagra, remained close by at No. 4. AbbVie's ($ABBV) Humira, which was the top spender in 2013, was one of the few that saw a decrease
in spending, albeit minor, resulting in a drop to No. 5 as other brands loaded
up on paid media.
