SpendscapeCompanies · Pharma
AbbVie
AdvertiserABBV
AbbVie spent $2.10B on advertising and marketing in fiscal 2025, up 0.0% on the year before and +91% since 2019. That's 3.4% of revenue, more than in 2019: leaning in.
$2.10Bmarketing spend, FY2025
0.0%vs the year before
3.4%of revenue (+0.1 pts vs 2019)
Marketing spend by year
Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue.
What the 10-K says about marketing
- cutting spend “In the third quarter of 2025, the company made a decision to discontinue development and commercialization of Resonic, a rapid acoustic pulse device for long-term improvement in the appearance of cellulite. The company also made a decision to reduce current sales and marketing…” 10-K, Feb 20, 2026
- cutting spend “In the fourth quarter of 2023, the company made a decision to reduce current sales and marketing investment related to both CoolSculpting, a body contouring technology for aesthetic nonsurgical fat reduction, and Liletta, an on-market women’s health product. Each of these…” 10-K, Feb 20, 2026
In the news
- Skyrizi holds pharma TV lead in August, while Colgate tops YouTube rankings Medical Marketing and Media · Sep 28, 2026 · measurement