Total Ad Spend: $193.1 million
Television: $85.9 million
Magazine: $107.2 million
One of the interesting things about Allergan's ($AGN) strategy is that it puts more of its ad money into magazine advertising than television, the only one in the top 10 to do that. Its advertising for using Botox for migraines paid off, pumping up sales of the drug 14.5% in its 2012 fourth quarter.
In the spotlight
Restasis, $56.7 milion
Botox for migraines, $37.5 million
Botox for wrinkles, $31.2 million