1. Pfizer

Total Ad Spend: $622.3 million
Television: $342.7 million
Magazine: $240 million
Other: $39.6 million

With branded Lipitor all but extinct, Pfizer ($PFE) is putting its massive direct-to-consumer advertising muscle behind drugs like the ever-popular Viagra, and pain drugs Celebrex and Lyrica, which still have patent protection in the U.S. It has been leaning on those products to make up for some of the yawning gap left by the loss of patent protection on Lipitor. All three saw growth and turned in blockbuster results in the U.S.

In the spotlight

Celebrex, $129.8 million
Viagra, $107.9 million
Lyrica, $91.7 million



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