Journal ad revenue in the first half of 2017 was down nearly 17% against the year-ago period, but it shouldn’t come as a surprise. Two possible reasons: First, established brands with money to spend will continue to spread it across channels, but smaller ones’ dollars have shifted to other media. And second, a younger generation of planners aren’t as sold on print as their predecessors. Perhaps the most pressing question is whether this is a blip on the radar or the beginning of the end.
Below you’ll find the top 5 journals ranked by revenue, the top 25 advertised brands, and the top 25 advertised categories.
Top 5 medical/surgical journals, ranked by ad revenue first half 2017
Journal ad revenue, first half 2013-2017
Top 25 advertised brands, first half 2017
Rank 2017 | Rank 2016 | Rank 2015 | Brand | Company | Ad spending (000s) in H1 2017 | Ad spending (000s) in H1 2016 | Ad spending (000s) in H1 2015 | % change vs. year-ago period – 2017 vs. 2016 | % change vs. year-ago period – 2016 vs. 2015 |
---|---|---|---|---|---|---|---|---|---|
1 | 55 | 410 | Breo Ellipta inhaler | GlaxoSmithKline | $9,732 | $784 | $52 | 1140.9% | 1412.3% |
2 | 4 | 2 | Trulicity | Eli Lilly | $4,592 | $3,667 | $5,543 | 25.2% | -33.8% |
3 | 47 | 7 | Jardiance tablets | Boehringer Ingelheim | $3,364 | $857 | $2,441 | 292.6% | -64.9% |
4 | 5 | 1 | Invokana | Janssen | $3,058 | $3,272 | $5,780 | -6.5% | -43.4% |
5 | 310 | – | Tecentriq injection | Genentech | $2,883 | $111 | – | 2507.4% | N/A |
6 | 16 | 14 | Humira | AbbVie | $2,856 | $1,912 | $1,794 | 49.4% | 6.6% |
7 | – | – | Soliqua injection | Sanofi | $2,579 | – | – | N/A | N/A |
8 | 13 | 9 | Lyrica capsules | Pfizer | $2,449 | $2,167 | $2,371 | 13.0% | -8.6% |
9 | – | – | Tivicay/Triumeq tablets | GlaxoSmithKline/ViiV Healthcare | $2,342 | – | – | N/A | N/A |
10 | – | – | Harvoni | Gilead Sciences | $2,035 | – | $1,812 | N/A | N/A |
11 | 26 | 353 | Cosentyx | Novartis | $1,996 | $1,418 | $75 | 40.8% | 1782.9% |
12 | – | – | Epclusa/Harvoni | Gilead Sciences | $1,887 | – | – | N/A | N/A |
13 | 3 | 3 | Xarelto tables | Janssen | $1,814 | $3,807 | $4,822 | -52.4% | -21.0% |
14 | 6 | 16 | Latuda | Sunovion | $1,769 | $3,219 | $1,779 | -45.1% | 80.9% |
15 | 19 | 37 | Imbruvica | Pharmacyclics/Janssen | $1,766 | $1,759 | $950 | 0.4% | 85.2% |
16 | 12 | 8 | Keytruda for injection | Merck | $1,565 | $2,214 | $2,423 | -29.3% | -8.6% |
17 | – | – | Kisqali tablets | Novartis | $1,556 | – | – | N/A | N/A |
18 | 15 | 17 | Cyramza injection | Eli Lilly | $1,516 | $2,018 | $1,619 | -24.9% | 24.6% |
19 | – | – | Trulance | Synergy Pharmaceuticals | $1,493 | – | – | N/A | N/A |
20 | 20 | – | Entresto tablets | Novartis | $1,233 | $1,722 | – | -28.4% | N/A |
21 | 11 | – | Repatha injection | Amgen | $1,222 | $2,269 | – | -46.1% | N/A |
22 | 32 | 25 | Aubagio tablets | Sanofi/Genzyme | $1,169 | $1,274 | $1,229 | -8.2% | 3.6% |
23 | 35 | 95 | Ibrance capsules | Pfizer | $1,091 | $1,152 | $448 | -5.3% | 157.0% |
24 | 49 | 48 | Otezla tablets | Celgene | $1,090 | $841 | $789 | 29.6% | 6.6% |
25 | 34 | – | Xeljanz XR | Pfizer | $1,035 | $1,178 | – | -12.1% | N/A |
TOTAL PHARMACEUTICALS | $267,832 | $321,311 | $304,159 | -16.6% | 5.6% |
Source: Kantar Media
Top 25 advertised categories, first half 2017
Rank 2017 | Rank 2016 | Rank 2015 | Category | Ad spending (000s) in H1 2017 | Ad spending (000s) in H1 2016 | Ad spending (000s) in H1 2015 | % change vs. year-ago period – 2017 vs. 2016 | % change vs. year-ago period – 2016 vs. 2015 |
---|---|---|---|---|---|---|---|---|
1 | 1 | 1 | antineoplastic agents | $33,364 | $34,324 | $32,644 | -2.8% | 5.1% |
2 | 14 | 21 | steroids, inhaled bronch | $10,745 | $3,250 | $1,382 | 230.7% | 135.1% |
3 | 3 | 5 | antivirals | $9,430 | $10,770 | $9,383 | -12.4% | 14.8% |
4 | 2 | 4 | diabetes/insulin | $8,868 | $13,112 | $9,642 | -32.4% | 36.0% |
5 | 5 | 3 | diabetes/oral | $6,509 | $8,714 | $10,817 | -25.3% | -19.4% |
6 | 11 | 8 | biological response modifier | $4,940 | $4,036 | $4,775 | 22.4% | -15.5% |
7 | 12 | 10 | seizure disorders | $4,708 | $3,999 | $4,116 | 17.7% | -2.8% |
8 | 7 | 11 | monoclonal antibodies | $4,450 | $6,103 | $2,858 | -27.1% | 113.5% |
9 | 10 | 13 | dermatological | $4,184 | $4,040 | $2,689 | 3.6% | 50.2% |
10 | 9 | 9 | interferon | $4,006 | $4,635 | $4,395 | -13.6% | 5.5% |
11 | 6 | 7 | antipsychotics | $3,587 | $8,359 | $4,828 | -57.1% | 73.2% |
12 | 20 | 16 | immunologic agent | $2,930 | $2,045 | $1,883 | 43.3% | 8.6% |
13 | 4 | 2 | anticoagulants/oral | $2,860 | $9,150 | $12,508 | -68.7% | -26.8% |
14 | 15 | 14 | nonspecific promotional | $2,279 | $3,109 | $2,360 | -26.7% | 31.7% |
15 | 25 | 25 | influenza vaccine | $2,020 | $1,417 | $1,250 | 42.6% | 13.4% |
16 | 200 | 115 | fecal softeners w/o stimulants | $1,493 | $10 | $163 | 15617.5% | -94.2% |
17 | 24 | 31 | corticoids plain | $1,414 | $1,462 | $963 | -3.2% | 51.8% |
18 | 28 | 35 | anti-platelet | $1,339 | $1,338 | $763 | 0.1% | 75.2% |
19 | 22 | 17 | inhaled steroid, nasal | $1,284 | $1,746 | $1,781 | -26.5% | -2.0% |
20 | 21 | 24 | HIV-reverse transcriptase inhibitor | $1,275 | $1,762 | $1,323 | -27.7% | 33.2% |
21 | 23 | – | ace inhibitors | $1,267 | $1,722 | – | -26.5% | N/A |
22 | 31 | 26 | ethical drugs misc. | $1,176 | $1,053 | $1,244 | 11.7% | -15.3% |
23 | 55 | 165 | antinauseants | $1,135 | $491 | $45 | 131.3% | 997.2% |
24 | 33 | 27 | ophthalmic preparations | $961 | $930 | $1,084 | 3.3% | -14.2% |
25 | 63 | 66 | ophthalmic preps/other | $881 | $419 | $426 | 110.1% | -1.6% |
Source: Kantar Media
From the October 01, 2017 Issue of MM+M - Medical Marketing and Media