Novo Nordisk A/S (NYSE:NVO) sharply increased its U.S. advertising spend on its blockbuster GLP-1 drugs Wegovy and Ozempic in 2025, outpacing rival Eli Lilly and Co (NYSE:LLY) as competition for market share in the obesity and diabetes space intensified, according to data reviewed by Reuters.
Citing data from advertising tracking firm MediaRadar, Reuters noted that Novo Nordisk spent an estimated $316 million promoting Wegovy and $169 million on Ozempic in the U.S. between January and September 2025. That represents increases of 54% and 44%, respectively, compared with the same period in 2024.
In contrast, Lilly spent roughly $131 million advertising its obesity drug Zepbound during the same period, a sharp rise from $2 million a year earlier. The company also allocated about $83 million toward promoting its diabetes treatment Mounjaro.
Combined, Novo Nordisk's advertising outlays for Wegovy and Ozempic reached approximately $487 million over the first nine months of 2025, more than double Lilly's estimated $214 million spend on Zepbound and Mounjaro. Both companies declined to comment on their advertising budgets.
The renewed marketing push followed a period of supply constraints. The GLP-1 drugs were in shortage for much of 2024 as demand surged beyond manufacturing capacity.
During that time, Novo Nordisk paused advertising and resumed it in 2025 as supply conditions improved, David Moore, Novo Nordisk's executive vice president of U.S. operations, told Reuters.
Moore also said Novo Nordisk plans to begin advertising a pill version of Wegovy immediately.
The company intends to support sales through cash-pay, direct-to-consumer channels, an approach influenced by uneven insurance coverage for GLP-1 drugs in the U.S., which has led many patients to pay out of pocket.
The U.S. remains one of the few countries that allow direct-to-consumer advertising of prescription medicines, a practice that has drawn criticism for contributing to high healthcare costs.
Other drugmakers have also invested heavily in advertising, with AbbVie Inc (NYSE:ABBV) spending more than $850 million promoting arthritis drugs Skyrizi and Rinvoq during the first nine months of 2025.
Political scrutiny has increased as well. President Donald Trump and Health Secretary Robert F. Kennedy Jr. have introduced new disclosure rules aimed at discouraging aggressive drug advertising.
Despite Novo Nordisk's heavier marketing spend, competitive pressures remain. Data released by Lilly in late 2024 showed patients using Zepbound lost 47% more weight than those treated with Wegovy in a large head-to-head trial.
Market data further underscores the shift. U.S. prescriptions for Zepbound surpassed Wegovy last year, giving Lilly roughly 60% of the U.S. obesity drug market in 2025, Reuters reported, citing IQVIA data.
Price Action: Novo Nordisk shares were up 0.08% at $59.38 and Eli Lilly and Co shares were up 1.54% at $1039.87 at the time of publication on Friday, according to Benzinga Pro data.
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