Schering-Plough - Top 13 Ad Budgets

Company:  Schering-Plough  
2007 Ad Spending: $1.092 billion
2006 Ad Spending: $883.6 billion

Breakdown

• Magazines: $54.4 million
• Newspaper: $6 million
• Outdoor: $0
• TV: $426.7 million
• Radio: $6.1 million
• Internet: $9.1 million

Where Schering-Plough is spending money: Schering-Plough spent $122 million promoting the allergy drug Nasonex. Another $53 million went to a 325 percent increase on advertising for the asthma drug, Asmanex. Most of the company's spending--$148.6 million--went to promoting the non-prescription allergy drug, Claritin.

Schering significantly increased its advertisements in three areas. It's spending on internet ads rose 104 percent and national newspaper placements were up 262 percent. Like GSK, Schering-Plough saw an opportunity in the Spanish-language market and boosted its budget in Spanish-language magazines ads 512 percent. All told, sales increased 19.8 percent in 2007, from $10.5 billion to $12.6 billion.

Where Schering-Plough isn't spending money: Advertising for the contraceptive NuvaRing dropped 58 percent. National and local radio budgets were down 62 percent and 71 percent, respectively. The company's newspaper advertising budget was down almost 58 percent.