|Title:||Global top 25 advertised pharmaceutical brand ranked by advertising spending in dollars and percent change for 2009 and 2010|
|Source:||Medical Marketing & Media|
Start of full article - but without data
TOP XX ADVERTISED BRANDS, 2010
$ ad spending
Rank Rank Product Company 2010 2009 % change 2010 2009 2010 vs 2009
X X Savella Forest XX,XXX X,XXX XX.X Tablets
X X Lexapro Forest XX,XXX XX,XXX -X.X
X X Bystolic Forest X,XXX X,XXX -XX.X
X XX Lantus Sanofi-Aventis X,XXX XXX XXX.X Injection
X XX Lyrica Pfizer X,XXX X,XXX XXX.X Capsules
X XX Humalog Eli Lilly X,XXX X,XXX XX.X KwikPen
X X Pristiq Pfizer X,XXX X,XXX -XX.X
X X Levemir Novo Nordisk X,XXX X,XXX -X.X Injection
X X Lipitor Pfizer X,XXX X,XXX -XX.X Tablets
XX - Victoza Novo Nordisk X,XXX X N/A Injection
XX X Cymbalta Eli Lilly X,XXX X,XXX XX.X
XX XX Nucynta PriCara X,XXX X,XXX XXX.X
XX X Namenda Forest X,XXX X,XXX -XX.X
XX XX Samsca Tablet Otsuka X,XXX X,XXX XXX.X
XX XXX Lantis Sanofi-Aventis X,XXX XXX X,XXX.X Non-Branded
XX XXX Effient Daiichi X,XXX XXX XXX.X Sankyo/Lilly
XX - Dexilant Takeda X,XXX X N/A
XX - Lantus Sanofi-Aventis X,XXX X N/A SoloStar
XX XX Rituxan Genentech/Biogen X,XXX X,XXX XX.X
XX XX Avastin Genentech/Biogen X,XXX X,XXX -X.X
XX XX OxyContin Purdue Pharma X,XXX X,XXX XX.X Tablets
XX XX Byetta Amylin/Lilly X,XXX X,XXX -X.X
XX - Saphris Merck X,XXX X N/A
XX XX Onglyza Bristol-Myers/ X,XXX X,XXX XX.X AstraZeneca
XX XX Afinitor Novartis X,XXX X,XXX XX.X Tablets
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Media, Journal Ad Review[TM] Data, Report: XX
First, the good news: professional advertising is moving in the right direction. The deep revenue slide occurring over 2009 and 2008 appears to have abated. The question now, as we look back at 2010, was how encouraging was this rebound in terms of ad revenue.
Medical/surgical dollars were up X% to $XXX million vs. $XXX million the year before. That's quite promising, considering that most journal publishers were licking their wounds after a scary XX % 2009.
Still, to put this growth in perspective, medical/surgical journals have clawed their way above 2009's $XXX million. But revenue remains a good XX% shy of where it was during the halcyon days of 'XX, 'XX and 'XX, when it hovered around half a billion dollars. And realistically, we may never see those days again.
Publishers are also seeing more ad pages within their covers, but just X,XXX more since 2009, a modest X% up tick to XX,XXX. As they did in the first half of the year, multi-specialty titles led the upturn with XX% annual growth, translating into $XX.X million more in the market Twenty other markets, of XX covered by Kantar Media, were also up. The top five performing markets in terms of dollar growth vs. 2009 were internal medicine, pediatrics, rheumatology and optometry. Nursing, again, had the biggest negative impact on dollars.
The remaining top live medical-surgical journals posted double-digit ad page increases, except for Monthly Prescribing Reference, which kept its leaf count relatively flat compared to 2009. The best performer in this top-tier group was American Family Physician, which posted a XX % page increase, or nearly XX pages per month, to X,XXX for the year. Also notching impressive gains--Journal of the American Medical Association swelled XX% to X,XXX pages; The New England Journal of Medicine saw an XX% increase to X,XXX pages; and Family Practice News grew XX% to X,XXX pages.
The rising tide didn't float all boats. Buys were more selective and concentrated in the leading multispecialty books. Specialty titles suffered in page count. Neurology was up X% to X,XXX pages, but Journal of Clinical Oncology retreated X% to X,XXX pages. Journal of the American College of Cardiology dropped XX % to X,XXX pages, Oncology Times grew by just a page (X.X %) to XXX pages and HemOnc Today slimmed X% to XXX pages.
TOP XX ADVERTISED COMPANIES, 2010
$ ad spending
Rank Rank Company 2010 2009 % change 2010 2009 2010 vs 2009
X X Pfizer XX,XXX XX,XXX X.X ...