Professional Health Print Ad Spend Through November 2016
Advertising spend in professional health print journals totaled $588 million from January-November 2016 according to Kantar Media’s Healthcare data, a decrease of -0.6%. This is the first time in 2016 that spend in this area has dipped.
Lilly and Pfizer continue to be the only advertisers among the top five in terms of spend with increased expenditures in professional health print journals. However the number six ranking advertiser, GlaxoSmithKline, has increased its investment in the medium 47% YoY, reaching $12.7 million of expenditures.
Harvoni Tablets was the only drug to increase spend in the medium YoY through November. Though the drug has consistently increased spend every month of 2016, the percentage of the gains have been shrinking towards the end of the year. Indeed, earlier in the year we saw increases as high as 294%.
A total of 92,000 ad pages have been purchased in professional health print journals from January-November 2016, down from 93,203 in 2015. Antineoplastic Agents (cancer therapy drugs) continue to lead the way for both dollars and 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!