AbbVie continues heavy spend on Humira TV ads as biosimilar competition looms

humira

In June, AbbVie’s Humira once again topped the monthly chart of pharma TV drug ad spending. In fact, there was little movement at the top of the chart, with the No. 1, No. 2 and No. 3 drugs in May remaining there in June. Pfizer’s Lyrica and Sunovion’s Latuda repeated in the second and third spender spots.

Johnson & Johnson's Xarelto rejoined the top 10 list in June at No. 4 with its celeb-heavy spot featuring actor Kevin Nealon, basketball star Chris Bosh, Nascar driver Brian Vickers and golfer Arnold Palmer talking about their common use of the treatment.

Johnson & Johnson’s Invokana, Eli Lilly’s Cialis and Eli Lilly and Boehringer Ingelheim Jardiance also rejoined the top 10 in June in a lower spending month with the top 10 accounting for a total of $111 million, down from $117 million last month.

Humira’s spending comes in the face of looming competition as a preliminary review by FDA staffers last week of Amgen’s biosimilar revealed it to be as potent and safe as the original. The formal assessment and FDA recommendation is expected Tuesday.

The question is, will competition take the edge off Humira’s strong TV ad push? Researchers and critics have noted that, in general, pharma tends to drop advertising for branded drugs after patent loss. However, the emerging competitive biosimilar market looks to be vastly different than the generic one.

1. Humira
Movement: Stayed the same
What is it? AbbVie anti-inflammatory drug
Total estimated spending: $30.1M (up from $25M in June)
Number of spots: 6 (2 for arthritis, 2 for ulcerative colitis/Crohn's, 2 for psoriasis)
Biggest-ticket ad: "Go Further” for arthritis (est. $10.7M)

2. Lyrica
Movement: Stayed the same
What is it? Pfizer seizure and pain drug
Total estimated spending: $11.9M (down from $16.8M in May)
Number of spots: 4
Biggest-ticket ad: "Coach" (est. $4.9M)

3. Latuda
Movement: Stayed the same
What is it? Sunovion Pharmaceutical antipsychotic
Total estimated spending: $11.8M (down from $14.5M in May)
Number of spots: 2
Biggest-ticket ad: "Amy's Story" (est. $7.5M)

4. Xarelto
Movement: Not on list last month
What is it? J&J clot-fighter
Total estimated spending: $9.8M
Number of spots: 1
Biggest-ticket ad: “In Common”

5. Invokana
Movement: Not on list last month
What is it? J&J SGLT2 diabetes drug
Total estimated spending: $9.1M
Number of spots: 2
Biggest-ticket ad: “Turn Things Around” (est. $8.7M)

6. Cialis
Movement: Not on list last month
What is it? Eli Lilly erectile dysfunction drug
Total estimated spending: $8.7M
Number of spots: 2
Biggest-ticket ad: “Why Pause?” (est. $4.9M)

7. Eliquis
Movement: Down from No. 5 last month
What is it? Pfizer and Bristol-Myers Squibb anticoagulant
Total estimated spending: $8M (down from $10.1M in May)
Number of spots: 3
Biggest-ticket ad: "DVT and PE Blood Clots" (est. $5.5M)

8. Entresto
Movement: Not on list last month
What is it? Novartis heart failure treatment
Total estimated spending: $7.6M
Number of spots: 1
Biggest-ticket ad: “Tomorrow”

9. Victoza
Movement: Stayed same
What is it? Novo Nordisk GLP-1 diabetes treatment
Total estimated spending: $7.1M (down from $7.7M in May)
Number of spots: 5
Biggest-ticket ad: "Moment of Truth” (est. $4.3M)

10. Jardiance
Movement: Not on list last month
What is it? Eli Lilly and Boehringer Ingelheim SGLT2 diabetes treatment
Total estimated spending: $7M
Number of spots: 1
Biggest-ticket ad: “Around the Clock”

Related Articles:
With May pharma TV ad spending, AbbVie’s Humira tops last year’s total; Pfizer’s Lyrica close behind
Camera-ready Pfizer and J&J top pharma list of TV ad spenders for 2015
Payers say dramatic savings from biosimilars a mirage, offset by price hikes

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