4. Merck

Total Ad Spend: $285.5 million
Television: $133.7 million
Magazine: $87.8 million
Other: $64 million

After resolving the manufacturing and supply problems that constricted supplies of Zostavax for several years, Merck ($MRK) decided on a disease-awareness campaign to herald its revival in the market. The campaign must have worked, because Zostavax was one of the best-selling vaccines last year.

In the spotlight

Shingles awareness, $46.7 million
Nasonex, $46.3 million
Zostavax, $46 million



Suggested Articles

Pfizer is doubling down on real-world data in HR-positive, HER2-negative breast cancer patients to boost its case for blockbuster Ibrance.

Sanofi, which has moved purposefully into high technologies to get more from its manufacturing, will lean even more on that strategy to save costs.

In a last-minute deal during North American trade talks, the Trump administration agreed to scrap rules protecting biologic drugs from copycat rivals.