4. Eli Lilly

Total: $331.9 million
TV: $245.0 million
Magazine: $74.4 million
Newspaper: $12.5 million
Radio: $16,200

Two brands played important roles in Eli Lilly's ($LLY) advertising outlay this year. Cialis, its erectile dysfunction drug, at No. 1 on the top spender brand list, is the main reason Eli Lilly ended up near the top of this list. The other was antidepressant Cymbalta, a former top-spending brand that went off patent and largely dropped out of sight, at least as far as paid media advertising goes.

Lilly's sales reflected the blockbuster disappearance as well, with revenue dropping from $23.1 billion in 2013 to $19.6 billion in 2014. Cymbalta sales alone were enough to account for the shortfall, dropping 68% year over year from $5.1 billion to $1.6 billion.

The company plans to build market share for diabetes drugs Trulicity and Jardiance this year, both potentially big brands, advertising-wise. The immuno-oncology drug Cyramza could add to 2015 ad spending as well, although for mass media promotions, the diabetes drugs are a more sure bet.

For more:
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Stats, surprises and secrets revealed in annual drug-spending report
Sanofi, Lilly hook up to switch impotence remedy Cialis to OTC
Pfizer, Forest and Lilly dominate top 10 ranking of psych meds
Got a problem, doc? In Eli Lilly's brave new sales world, that's a plus

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4. Eli Lilly