DTC 2009 (USA)

Pharma spending on consumer advertising was largely flat in 2009, rising 1.9% to $4.5 billion over 2008 spend, according to data from The Nielsen Company. That's good news for media companies, suggesting that spending has hit bottom following two years of steep declines.


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• Pfizer was the No. 1 pharma advertiser of 2009, with spend up 37% to $1.1 billion on strong support for brands like Lipitor, Viagra, Pristiq and Chantix.

• That puts the company head and shoulders above No. 2 industry spender AstraZeneca, which also increased DTC spend 37% in 2009 but spent a mere $371 million.

• Lilly was in third place, with spending down 11% to $350 million,
  

• and Merck took fourth place with spending down 16% to $345 million.