Big Phar­ma ad spend­ing edges to­ward $7B with Sanofi, Re­gen­eron and No­vo Nordisk lead­ing the way

Drug­mak­ers spent close to $7 bil­lion on con­sumer ad­ver­tis­ing in 2021. The ex­act fi­nal US me­dia tal­ly – $6.88 bil­lion – is up just slight­ly from the $6.86 bil­lion spent in 2020, ac­cord­ing to Kan­tar’s me­dia track­ing da­ta.

Top­ping the list of drug spend­ing brands is a new leader for the first time in years. Sanofi and Re­gen­eron’s mul­ti-in­di­ca­tion asth­ma and eczema med Dupix­ent took the top spot from Ab­b­Vie’s peren­ni­al big spender brand Hu­mi­ra which has been No. 1 since 2015. Ab­b­Vie, fac­ing Hu­mi­ra gener­ic com­pe­ti­tion next year, has tak­en its foot off the gas and re­dis­trib­uted spend­ing to oth­er brands in­clud­ing Skyrizi and Rin­voq.

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