5. Amgen

Total Ad Spend: $229.3 million
Television: $164 million
Magazine: $52.1 million
Other: $13.2 million

Amgen ($AMG) and Pfizer ($PFE), which shared marketing of the anti-inflammatory drug Enbrel in North America for years, dissolved their pact last year as Pfizer moved ahead with a competing treatment. Not about to let the top-selling drug lose momentum, Amgen pushed it in several different campaigns.

In the spotlight

Enbrel for arthritis, $127.1 million
Prolia, $60 million
Enbrel for psoriasis, $42.1 million


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