Pharma ad total tops $8B again in 2022, led by top brands from Sanofi and Regeneron, AbbVie
Pharma marketers spent more than $8 billion last year on paid advertising for the second year in a row. The final tally for 2022 came in just under $8.1 billion, according to Vivvix, including paid social data from Pathmatics. In 2021, the total was just above $8 billion, resulting in a slight year-over-year increase.
Sanofi and Regeneron’s Dupixent brand led the top five spenders in pharma with $491 million spent, followed by AbbVie’s Rinvoq at $426 million, and Takeda’s Entyvio at $371 million. Rounding out the five were AbbVie’s Skyrizi ($229 million) and Pfizer’s Nurtec ODT ($186 million), although Biohaven was in charge of ad spending until the pair’s deal closed in October.
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