Total: $257.8 million
TV: $229 million
Magazine: $28.4 million
Johnson & Johnson's ($JNJ) pharma division led the way in revenue growth last year, and DTC ad spending soared along with it, according to Nielsen data. Its almost $260 million spend in 2014 was an increase of more than 120% over its 2013 spending. Growthwise, J&J came in second only to Sumitomo which backed a major push for Latuda's bipolar depression indication.
Next-gen blood thinner Xarelto was one reason for the J&J spending leap. But J&J is another case of advertising across a broad portfolio. Spending across a wide range of prescription drugs--mainly on TV and in print--added up. From psoriasis treatment Stelara (with TV ads featuring model CariDee English) to anti-inflammatory Remicade to newer hep C treatment Olysio, the J&J advertising portfolio includes about 30 prescription medications.
Overall, J&J's pharmaceuticals garnered $32.4 billion last year, making pharma the biggest of its divisions and marking 15% global growth year over year.
For 2015, J&J's new Type 2 diabetes drug Invokana already has a TV campaign and will likely continue the ad push as competition heats up in that space.
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