Diabetes drugs kicked off TV ad spending strong in 2017. Eli Lilly’s Trulicity led the category at No. 4 on the top 10 list of pharma national TV ad spenders for January, according to iSpot.tv, but AstraZeneca’s Farxiga and Johnson & Johnson’s Invokana followed close behind at Nos. 6 and 7. Just missing the top 10 was Merck’s Januvia at No. 12 with spending of $9.5 million for the month, according to the real-time TV ad tracker's data.
The category's ad-spending spree comes as diabetes treatment spending is increasing in general. ExpressScripts, the U.S.’s largest pharmacy benefits manager, noted recently that diabetes is one of the two biggest spending categories in the country and increased by 19.4% in 2016.
While diabetes claimed three of the top spots on the January list, AbbVie’s anti-inflammatory Humira, the best-selling drug in the U.S., remained No. 1 with ad spending on indications for arthritis, psoriasis and Crohn’s/colitis totaling $35 million, according to iSpot.
Overall, pharma ad spending among the top 10 rebounded to $173 million in January, after a three-month low in December of $159 million.
1. Humira
Movement: Stayed same
What is it? AbbVie anti-inflammatory drug
Total estimated spending: $35 million (down from $35.7M in Dec.)
Number of spots: 7 (2 for arthritis, 3 for ulcerative colitis/Crohn's, 2 for psoriasis)
Biggest-ticket ad: "Go Further” for arthritis (est. $8.0M)
2. Lyrica
Movement: Up from No. 8
What is it? Pfizer seizure and pain drug
Total estimated spending: $24.7 million (up from $11.3M in Dec.)
Number of spots: 4
Biggest-ticket ad: "Coach” ($11.2M)
3. Opdivo
Movement: Up from No. 6
What is it? Bristol-Myers Squibb PD-1 cancer fighter
Total estimated spending: $18.6 million (up from $12.2M in Dec.)
Number of spots: 1
Biggest-ticket ad: “Most Prescribed Immunotherapy”
4. Trulicity
Movement: Not on list last month
What is it? Eli Lilly GLP-1 diabetes drug
Total estimated spending: $17.4 million
Number of spots: 2
Biggest-ticket ad: “Katherine” (est. $10M)
5. Xeljanz XR
Movement: Down from No. 4
What is it? Pfizer second-line oral rheumatoid arthritis therapy
Total estimated spending: $17.1 million (up from $14.3M in Dec.)
Number of spots: 1
Biggest ticket ad: "Better Things”
6. Farxiga
Last month: Up from No. 10
What is it? AstraZeneca SGLT2 diabetes drug
Total estimated spending: $13.7 million (up from $9.3M in Dec.)
Number of spots: 1
Biggest-ticket ad: "For Athletes"
7. Invokana
Movement: Not on list last month
What is it? J&J SGLT2 diabetes drug
Total estimated spending: $13.1 million
Number of spots: 1
Biggest-ticket ad: “Turn Things Around”
8. Xarelto
Movement: Not on list last month
What is it? J&J anticoagulant
Total estimated spending: $11.6 million
Number of spots: 1
Biggest-ticket ad: “High Risk of Stroke with Jerry West”
9. Movantik
Movement: Not on list last month
What is it? AstraZeneca and Daiichi Sankyo treatment for opioid-induced constipation
Total estimated spending: $11.2 million
Number of spots: 2
Biggest-ticket ad: “Frank's Moment" (est. $9.1M)
10. Eliquis
Movement: Down from No. 2
What is it? Pfizer and Bristol-Myers Squibb anticoagulant
Total estimated spending: $10.9 million (up from $26.4M in Dec.)
Number of spots: 2
Biggest-ticket ad: "DVT and PE blood clots: Camping” (est. $15.3M)