Johnson & Johnson ($JNJ) is expected to lead competitors with an ad spend bump of 4.6%, followed by Pfizer ($PFE), Roche ($RHHBY) and then Novartis ($NVS), with each spending more than 2 billion, said Carol Greenhut, president at Schonfeld. Most of the companies at the top, other than JNJ, will decrease or flatten ad spending next year. One up-and-coming spender she noted is AbbVie ($ABBV), which is projected to spend $881 million, an increase of 15% over 2015.
JNJ advertising spending up at the expense of employees
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