Professional Health Print Ad Spend Through June 2016
Using Kantar Media’s Healthcare data, we examined advertising dollars in professional health print journals from January-June 2016. Ad spend in these publications reached almost $316 million during the first half of 2016, a four percent increase year-over-year.
Lilly was the highest spending pharmaceutical company advertising in professional health journals for the first half of the year with 4.3 percent share of ad dollars. Compared to the same time period last year, spend from Lilly in this media is up over 50 percent. Novartis was knocked out of the top five in June, with Amgen upping print spend and making its way back into the top five ranking.
Harvoni Tablets continues to be the highest spending drug in professional health journals for the year. The medication from Gilead Healthcare has held the top spot for the entire first half of the year.
From January-June 2016, there were more than 49,000 total ad pages purchased in professional health print journals. Cancer Therapy (Antineoplastic Agents) remains the top drug class advertising by both pages and dollars, beating out the next highest spending drug class, Diabetes Insulin, by more than 5,000 pages and well over double the spend.
The Diabetes Oral drug class appeared as a top spender for the first time since February 2016, but still did not rank in the top five for number of pages.
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!