Novo Nordisk Doubles Down on Ad Spend for Wegovy and Ozempic, Outpacing Eli Lilly in US Market

Novo Nordisk (NYSE: NVO) has significantly ramped up its advertising efforts in the US, dishing out nearly half a billion dollars on campaigns for its GLP-1 drugs Wegovy and Ozempic in the first three quarters of 2025. According to new data from MediaRadar, this marks a sharp increase from the previous year and puts Novo's ad spend at more than double that of rival Eli Lilly (NYSE: LLY).

Specifically, Novo invested around $316 million promoting Wegovy, its flagship weight-loss medication, and an additional $169 million advertising Ozempic, the diabetes treatment, between January and September. Both figures represent strong year-over-year growth, climbing 54% and 44% respectively. Meanwhile, Eli Lilly allocated roughly $131 million to raising awareness for its obesity drug Zepbound, a massive jump from just $2 million the previous year, and spent about $83 million marketing its diabetes medication Mounjaro.

Combined, these numbers translate to approximately $487 million in total ad dollars from Novo compared to $214 million from Lilly during this period. Neither company has publicly commented on their advertising budgets, nor detailed future expenditure plans for newly launched products, such as the upcoming Wegovy pill.

David Moore, Novo's executive VP of US operations, highlighted plans to move swiftly on advertising this oral form and emphasizes reliance on direct-to-consumer channels with out-of-pocket payments playing a big role, owing to patchy insurance coverage for these medications across the US. This direct-to-consumer push aligns with the uniqueness of the US pharmaceutical market where prescription drug advertisements are permitted, unlike many other nations.

The hefty marketing blitz comes as the companies recover from 2024's supply shortages which throttled advertising activity due to unprecedented demand. Novo paused ads during product shortages but rebooted efforts once supply stabilized. Notably, late last year, Eli Lilly released trial data showing Zepbound yielded 47% greater weight loss than Wegovy, a potentially significant edge in the competitive obesity space.

Industry analysts suggest that Novo's heavier ad spending might be a strategic move to offset the clinical advantage Lilly currently holds with Zepbound. "When it comes to weight management, Lilly may have the clinical edge, but Novo is backing it with a marketing big bang," noted one digital health analyst familiar with the sector.

Despite the strong advertising dollar war, recent prescription trends tell an interesting story: Zepbound surpassed Wegovy in the US market last year, capturing about 60% of obesity drug prescriptions, according to IQVIA data discussed by market watchers. Meanwhile, telehealth providers have complicated the terrain by selling compounded versions of these GLP-1 drugs, offering personalized doses that differ from the branded options, an alternative choice for some patients especially during shortages.

Experts point out that while advertising garners attention, decisions on GLP-1 treatments ultimately rely on direct conversations between patients and healthcare providers. At the end of the day, no amount of marketing can substitute for personalized medical advice and patient-specific factors in choosing the right therapy.