Total: $222.4 million
TV: $152.2 million
Magazine: $61.5 million
Newspaper: $8.5 million
For Bristol-Myers Squibb ($BMY), there is a rising star and a setting sun. Still on the rise--and on a potential blockbuster course--is next generation blood thinner Eliquis, which it co-markets with Pfizer ($PFE). But as of April 28, the antipsychotic Abilify, which BMS markets along with partner Otsuka, faces a cadre of generic competitors.
Overall ad spending was up for BMS last year, by 42% over 2014. Overall revenue, however, was down to $15.9 billion from $16.4 billion in 2013. While 2015 sales look to be another trough, Bristol-Myers' immunotherapy cancer drug Opdivo is predicted by analysts to make, and possibly break, a $6 billion peak in sales. That probably doesn't mean a big impact on ad spending, however, as oncology drugs are generally not targeted at mass audiences.
Bristol-Myers is counting on DTC to keep driving Eliquis growth
BMS, Pfizer pull out all the stops to give Eliquis sales a Q2 jolt
The PD-1 wave? Report says it's a $33B tsunami, with BMS surfing for first place
With Opdivo approval, Bristol-Myers arms for PD-1 battle against Merck's Keytruda