Professional Health Print Ad Spend Through April 2017
Advertising spend in professional health print journals reached $174 million through April 2017, a decline of 17% YoY for the second month in a row according to Kantar Media’s Healthcare data. GlaxoSmithKline (GSK) continues to lead for spend as the only company in the top five with YoY increases in print ad expenditures.
Despite the dip in expenditures, four of the top five Rx drugs advertising in print saw increases in spend during the measured time period.
Through the end of April, a total of 26,633.2 ad pages were purchased in professional health print journals. Antineoplastic Agents remain steady as the top ranking category for both spend and pages, though figures for both have declined. Conversely, Inhaled Steroids and Biological Response Modifiers have both benefited from increased spend. Both have moved them up in the rankings from where they stood in April 2016: Inhaled Steroids currently rank number 2 for dollars and 3 for pages, up from 14 and 19 respectively; Biological Response Modifiers rank number 7 for dollars and 4 for pages, up from 10 and 6 respectively in 2016.
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
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