Celebrex

Total: $118.9 million

Pfizer's ($PFE) arthritis and pain management medication could have used some of its own treatment last year with the hit Celebrex took after the introduction of several generic competitors. Pfizer thought it had gained more time with a patent office extension, but that was nixed by a U.S. court in the spring, and the competitors launched in December. Revenue dropped 8% to $2.7 billion, although an even bigger hit is expected for 2015 with a full year of competitive generic sales.

Pfizer's spending of almost $119 million on Celebrex still put it in the top 10 for ad spending, but not surprisingly, its budget decreased by 21% from 2013 levels. Ad spending will likely drop even more this year; Pfizer hasn't aired a single TV ad for Celebrex since Sept. 2014, according to iSpot.tv's ad tracker.

For more:
Mylan, Actavis prevail in Celebrex exclusivity fight, pushing Teva aside
Another Pfizer blockbuster bites the dust as Celebrex generics roll
Teva, Mylan begin their generic takedown of Pfizer's $2.9B-a-year Celebrex
Pfizer concedes Celebrex to Actavis, Teva after 2015 patent strike-down
Pfizer's billion-dollar Celebrex patent loss has Mylan, Actavis revving up generics

Celebrex
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