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 ...