3. AstraZeneca

Total: $340.7 million
TV: $251.8 million
Magazine: $71.7 million
Newspaper: $16.6 million
Radio: $498,000

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.

For more:
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

3. AstraZeneca

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