Pharma flattened its TV spend in 2019, after years of escalations, and sharp decreases in other forms of traditional advertising combined to slow industry’s overall spending growth to 1% last year. Meanwhile, AbbVie outspent Pfizer, 2018’s top pharma advertiser, thanks to a sizable increase in outlays, and the two biggest-spending brands were diabetes meds from Novo Nordisk and Eli Lilly, respectively.