Pfizer's Lyrica takes pharma TV spending crown from AbbVie's Humira for September

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AbbVie's Humira dropped to second place in TV ad spending in September for the first time in more than a year.

AbbVie’s Humira was in an unfamiliar spot last month: second place.

The anti-inflammatory blockbuster ranked No. 2 in overall pharma TV ad spending, behind Pfizer’s Lyrica, for the month of September, according to data from real-time TV ad tracker iSpot.tv. Humira has only slipped from the top spot one other time since FiercePharma began tracking pharma spending via iSpot numbers in 2015. That was April, 2016, in another case of Lyrica outspending the best-seller.

Lyrica debuted a new spot at the beginning of the month, focused on a mother talking about her fibromyalgia pain, with spending on it alone topping $15 million.

RELATED: With Viagra and Lyrica fading, analysts downgrade Pfizer due to mounting challenges

Could this be the beginning of a wind-down in spending on Humira as it readies for biosimilar competition? Maybe.

At the end of August, the FDA approved Boehringer Ingelheim’s Cyltezo as the second biosimilar to Humira. Amgen’s competitor, Amjevita, was approved in September, 2016. But then again, it may not be. AbbVie has aggressively defended its patents and it last month struck a settlement with Amgen that will keep Amjevita off the market until 2023.

Meanwhile, another surprise for September was the absence of Eliquis in the top 10. The Pfizer and Bristol-Myers Squibb comarketed anticoagulant has been a regular in the monthly ranking, although it did finish just outside the leaders’ group, coming in at No. 11.

RELATED: Pfizer, BMS' Eliquis takes J&J's next-gen anticoagulant market-share crown

Back on the list for September were Merck’s Keytruda and Allergan and Ironwood’s Linzess, along with Celgene’s Otezla and Otsuka and Lundbeck’s Rexulti. Keytruda, Linzess and Otezla all debuted new TV ads in September, which likely helped push each one’s total up.

1. Lyrica

Movement: Up from No. 2
What is it? Pfizer seizure and pain drug
Total estimated spending: $33.8 million (up from $13.3 million in August)
Number of spots: Five
Biggest-ticket ad: “Most People” (est. $15.4 million)

2. Humira

Movement: Down from No. 1
What is it? AbbVie anti-inflammatory drug
Total estimated spending: $23.3 million (down from $24.7  million in August)
Number of spots: Six (Two for arthritis, three for ulcerative colitis/Crohn's, one for psoriasis)
Biggest-ticket ad: “Chase What You Love” for arthritis (est. $10.5 million)

3. Xeljanz XR

Movement: Up from No. 8
What is it? Pfizer oral rheumatoid arthritis therapy
Total estimated spending: $14.4 million (up from $9.1 million in August)
Number of spots: Three
Biggest-ticket ad: “Vinyl Collection” (est. $8 million)

4. Keytruda

Movement: Not on list last month
What is it? Merck PD-1 cancer fighter
Total estimated spending: $13.2 million
Number of spots: Two
Biggest-ticket ad: “It’s TRU: Donna’s Story” (est. $8.5 million)

5. Breo

Movement: Down from No. 3
What is it? GlaxoSmithKline respiratory drug
Total estimated spending: $12.4 million (up from $11.7 million in August)
Number of spots: Two
Biggest-ticket ad: “Busy Mom” (est. $6.5 million)

6. Jardiance

Movement: Up from No. 10
What is it? Eli Lilly and Boehringer Ingelheim SGLT2 diabetes treatment
Total estimated spending: $9.1 million (down from $8.7 million in August)
Number of spots: One
Biggest-ticket ad: “Big News”

7. Linzess

Movement: Not on list last month
What is it? Allergan and Ironwood GI medication
Total estimated spending: $8.7 million
Number of spots: Three
Biggest-ticket ad: “Overwhelmed” (est. $7.9 million)

8. Otezla

Movement: Not on list
What is it? Celgene oral treatment for plaque psoriasis
Total estimated spending: $8.2 million
Number of spots: One
Biggest-ticket ad: “Real You Shine Through”

Ad not available on iSpot.tv

9. Rexulti

Movement: Not on list last month
What is it? Otsuka and Lundbeck antipsychotic
Total estimated spending: $8.11 million
Number of spots: One
Biggest-ticket ad: “Put on a Brave Face”

10. Victoza

Movement: Down from No. 7 last month
What is it? Novo Nordisk GLP-1 agonist
Total estimated spending: $8.1 million (down from $9.2 million in August)
Number of spots: Two
Biggest ticket ad: “A Better Moment of Proof” (est. $4.7 million)