Professional Health Print Ad Spend Through March 2016
Using Kantar Media’s Healthcare data, we examined advertising dollars in professional health print journals from January-March 2016. Ad spend in these publications reached almost $149 million through March 2016, a 2.2% increase year-over-year.
According to our data, Lilly has been the highest spending pharmaceutical company advertising in professional health journals so far this year. The company has 4.3% share of ad dollars for this media. Its next closest competitors however aren’t far behind. Gilead Healthcare and Johnson & Johnson both hold 4.0% share, followed by Pfizer and Novartis who have 2.6% and 2.3% share respectively.
The highest spending drug in professional health journals this year has been Harvoni Tablets. The medication from Gilead Healthcare holds 3.1% share of advertising spend for prescription drugs.
During the time period we examined, there were nearly 23,000 total ad pages purchased. Cancer Therapy (Antineoplastic Agents) has been the top drug class advertising by both pages and dollars, just as it was during this time period in 2015. Antineoplastic agents made up 12.7% of total share of pages bought in the market.
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!