Professional Health Print Ad Spend Through December 2016
Advertising spend in professional health print journals totaled $637 million from January-December 2016 according to Kantar Media’s Healthcare data. Despite the first 10 months of the year being on pace to see overall increases in expenditures, the year ended with a decrease of -1.6% YoY.
Lilly was the top pharma company overall for the year in terms of spend with a 23% increase YoY. The pharma company ended the year with 4.5% share of spend in professional health print journals.
The Breo Ellipta Inhaler increased spend a massive 675% compared to the similar time period in 2015. In Q2 2015, Breo Ellipta received approval for asthma. As a result, parent company GSK began a soft promotion to pulmonologists, expanding the advertising to allergy and multi-specialty publications in Q3 and continued to increase spending throughout 2016.
A total of 99,517 ad pages were purchased in professional health print journals from over the course of the year, decreasing 2.4% from 2015. Antineoplastic Agents (cancer therapy drugs) held the top ranking spot for both dollars and pages throughout the entirety of 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 to learn more!