Professional Health Print Ad Spend Through August 2016
Using Kantar Media’s Healthcare data, we examined advertising dollars in professional health print journals from January-August 2016. Ad spend in these publications reached $410 million during the measured period, a 2 percent increase year-over-year.
Lilly has seen a consistent increase in spend throughout 2016, putting it ahead of the competition and earning it the largest share of ad dollars for this media (4.4%). By the same token, Johnson & Johnson, has been steadily decreasing its spend from last year, but is still ranking as the number two pharma company for spend.
Harvoni Tablets continues to be the top spending drug for 2016, but there was some shakeup in the top five for August. Diabetes drug Invokana increased its spend enough to rank number four and knock Latuda out of the number five spot it held in July. In fact, Latuda fell all the way down to number eight, behind Vyvanse and Humalog 200 Kwikpen – who ranked sixth and seventh respectively.
From January-August 2016, there were 63,950 total ad pages purchased in professional health print journals, a 1.2 percent increase from the similar time period in 2015. Cancer Therapy (Antineoplastic Agents) continues to be the top drug class advertising by both dollars and pages, despite seeing much smaller increases than other drug classes compared to last year.
Antineoplastic Agents continue to outrank all other drug in terms of pages. In fact, the Cancer Therapy drugs had more total pages through August than the rest of the top five drug classes combined.
Kantar Media sets the standard for accurate, comprehensive competitive advertising intelligence in professional healthcare. This analysis is part of ongoing healthcare reporting we release on a monthly basis. Make sure to check back next month for the most recent data, or contact us to learn more!