Pfizer among top 10 advertisers in 2009

Share this article:
Pfizer boosted ad spend 12% for the first nine months of 2009 over the same period in 2008, even as ad spend for the sector remained static and spending across all sectors plummeted 14.7%, according to TNS Media Intelligence.

Pfizer was the only pure-play pharma company among the top ten advertisers, at No. 8 with $896.6 million in measured media spending for the January-to-September period. Johnson & Johnson, a perennial big spender with its strong consumer products business, was listed at No. 5 with $1 billion in ad spend – down 1.3% over the same period last year.  

TNS said some of Pfizer's increased spending could be attributed to its acquisition of Wyeth, but that the bump was “primarily attributable to its own portfolio of prescription drugs, particularly Lipitor and Caduet.”

Across all categories, spending was down 15.3% for the third quarter of 2009 but up 15% for pharmas, to $1.16 billion from $988. “The updated monthly trend line on total advertising expenditures still shows no meaningful improvement through October,” said Jon Swallen, SVP Research at TNS Media Intelligence. “The slump has now passed its first anniversary and year-on-year comparisons will become easier in the upcoming months. Going forward, the timing, strength and durability of an advertising recovery will ultimately be determined by the way consumer activity rebounds.”


Share this article:
You must be a registered member of MMM to post a comment.
close

Next Article in Features

Email Newsletters

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Features

Read the complete September 2014 Digital Edition

Read the complete September 2014 Digital Edition

Click the above link to access the complete Digital Edition of the August 2014 issue of MM&M, with all text, charts and pictures.

Medical marketing needs mainstream Mad Men

Medical marketing needs mainstream Mad Men

Agencies must generate emotional resonance with the target audience, not unlike Apple, Pepsi or Nike

Are discounts cutting out co-pays?

GSK's decision to cut Advair's price spurred some PBMs to put it back on formulary. Will drugmaker discounts diminish the need for loyalty programs? How can these programs stay relevant beyond giving co-pay assistance?