I I tend to take the latest spike in Biogen’s media rating more seriously than others these days as it driven by the promising results of an early clinical trial for the Alzheimer’s drug, Aducanumab, co-developed with Neurimmune.

It just so happens that Alzheimer’s runs in my family, and the disease puts a little worry in my mid-50’s life.

The media has been following Biogen’s efforts closely as earlier efforts by Roche, Eli Lilly, Johnson & Johnson and others failed to live up to early trial results.   Media momentum is up a moderate +10% for March and the current media rating trend has been edging upwards over the prior 28 months on strong clinical trials and product news.  The brand reversed a sliding media rating trend that began in early 2011 with a sharp and sustained correction in 2013.

Cumulative 4-year growth (CUME) is also moderate at +9%.  The 2011 and 2012 media cycles dampened what would otherwise have been double-digit CUME media growth for the Biogen brand.

Biogen announced the results in-front of a packed media audience in Nice, France, at the International Conference on Alzheimer’s. And the early trial results did not disappoint. Biogen Idec stock was up as the clinical trial showed “out-of-the-ballpark efficacy, acceptable safety” according to analysts in attendance.

Besides slight coverage of the company’s name change decision – Biogen Idec will be dropping Idec from the company name plate – the Alzheimer’s trial announcement and some conflicting research news out of the Mayo Clinic drove Biogen’s media rating up +10 points or 14 percent to 72, a new media rating high for the biotechnology giant.