Total: $340.7 million
TV: $251.8 million
Magazine: $71.7 million
Newspaper: $16.6 million
No single AstraZeneca ($AZN) brand made the top 10 list of top-advertised Rx brands for 2014, but the broad portfolio of products it spends to promote--including asthma and COPD drug Symbicort, heartburn medications Nexium and Prilosec, and cholesterol drug Crestor--landed it at the No. 3 spot in total ad spending. Telltale in the broad and wide spend strategy is its relatively high magazine spending--more than 19% of its total--where less glamorous medicines like flu vaccine spray Flumist and asthma med Pulmicort get more play.
At $26.1 billion in sales, AstraZeneca revenue was up slightly over 2013 ($25.7 billion), but it was a scrambling year in general after the U.K.-based AZ spent much of it fending off Pfizer's ($PFE) uninvited takeover attempt.
2015 is looking better as Brilinta, its slow-starting blood thinner, and its diabetes portfolio of medicines are showing signs of a strong future. When it comes to advertising, those are just the type of pharmaceuticals traditionally promoted on TV, which--let's face it--will likely continue strong across pharma. AstraZeneca's Fit2Me customizable online plan for people with Type 2 diabetes currently has TV ad support in rotation, as does a TV spot for its Type 2 diabetes drug Farxiga. Together with print announcements of the coming diabetes med Xigduo, these foreshadow the ad spending potential for AstraZeneca this year.
AstraZeneca's Brilinta gets into the FDA's fast lane for new use
AstraZeneca sends James Van Der Beek 'camping' to promote flu vaccination
Which brands grab the drug-spending title? AbbVie's Humira, AZ's Nexium lead the way