10. Amgen

Total: $135.7 million
TV: $112.3 million
Magazine: $21 million
Newspaper: $2.4 million
Radio: $4,000

Amgen ($AMGN) advertising fell by almost 30% last year, even as revenue grew 7% to $20.1 billion. Blockbuster medications Enbrel and cancer therapy Neulasta contributed to the growing bottom line.

Neulasta sales grew 5% to $4.6 billion, while Enbrel sales grew 3 percent to $4.7 billion--but looming patent expirations for both may have stymied DTC advertising.

Pro golfer Phil Mickelson, a longtime user and paid spokesperson for Enbrel, continued to star in ads about its treatment of his psoriatic arthritis. Other TV and print advertising focused on Enbrel's indication for psoriasis.

Coming up at Amgen are a slate of as many as 5 drugs, with approvals--or rejections--on tap for this year. Those include the LDL cholesterol lowering Repatha, a PCSK9 drug tapped early as a $3 billion contender, and brodalumab, an anti-inflammatory in development with AstraZeneca ($AZN). However, with FDA thumbs up or down coming mid to late year for many of those, an advertising boomlet wouldn't be expected until the drugs move further down the pipeline.

For more:
Big Pharma, Big Biotech prepare for showdown in next-gen psoriasis market
Can Amgen's marketing muscle vault its Humira biosim ahead of rivals?
Amgen, AstraZeneca prep a brodalumab pitch--after scuttling asthma program

10. Amgen

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