Novo Nordisk A/S (NVO) Eyes Solidifying Its Market Position with Increased Advertising Spending

Novo Nordisk A/S (NYSE:NVO) is included in our list of the 13 Best Extremely Profitable Stocks to Invest in Now.

According to a January 28, 2026, Reuters report, Novo Nordisk A/S (NYSE:NVO) increased its advertising spending for its GLP-1 medication in the U.S. In the first nine months of 2025, the company allocated nearly $500 million to promote Wegovy and Ozempic. The allocated budget is more than twice Eli Lilly’s spending on rival treatments.

As supply constraints eased and competitive pressures increased, Novo spent $316 million on Wegovy and $169 million on Ozempic, according to MediaRadar. This highlights year-over-year increases of 54% and 44%, respectively.

The increased advertising reflects Novo’s efforts to defend its market position after Eli Lilly’s Zepbound showcased greater weight-loss efficacy in late 2024 trial data, surpassing Wegovy in U.S. prescription volume. Novo’s management also plans to immediately promote its upcoming oral version of Wegovy and boost distribution through cash-pay and direct-to-consumer channels.

On the prior day, Citi initiated coverage of Novo Nordisk A/S (NYSE:NVO) with a ‘Neutral’ rating and a DKK 400 price target, noting that the company’s valuation appears fair at current levels despite continued high demand for obesity treatments.

Novo Nordisk A/S (NYSE:NVO), a global pharmaceutical company, specializes in treating rare diseases, diabetes, and obesity.

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