Professional Health Print Ad Spend Through April 2016

Using Kantar Media’s Healthcare data, we examined advertising dollars in professional health print journals from January-April 2016. Ad spend in these publications reached almost $206 million through April 2016, a 3.3% 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, having held the position for two consecutive months. The company has 4.2% share of ad dollars for this media, however its next closest competitors aren’t far behind. Johnson & Johnson, the highest spending advertiser during this time period last year, currently holds 4.1% share, while Gilead Healthcare has 4.0% share after starting the year off strong.

The highest spending drug in professional health journals this year has been Harvoni Tablets, who has held the top spot since January 2016. The medication from Gilead Healthcare holds 3% share of advertising spend for prescription drugs.

During the time period we examined, there were nearly 32,000 total ad pages purchased. Cancer Therapy (Antineoplastic Agents) continues to hold its consistent spot as the top drug class advertising by both pages and dollars despite spending less than last year at this time. Antineoplastic agents made up 9.6% share of spend and 12.4% 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!

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