Pharma TV advertisers’ pace of spending dropped in February, hampered by fewer days during the shorter month but also by a significant drop in spending from AbbVie’s Humira and Novo Nordisk's Rybelsus.
Humira aired only three commercials during February, spending $23 million and retaining its top spot. But the number was only about half of Humira's $43 million total in January, according to data from real-time TV ad tracker iSpot.tv
AbbVie made up for some of that decrease with re-upped spending on its next-generation contenders Skyrizi to treat psoriasis and Rinvoq for rheumatoid arthritis, with $15 million and $12 million, respectively.
Novo Nordisk similarly cut its Rybelsus TV spending by almost 80% for the oral diabetes med, dropping to less than $19 million after spending $34 million in January.
In all, the top 10 spenders put up $165 million on TV ads last month, down more than $50 million from January's $217 million spend. Even accounting for three fewer days of spending, February still comes up short against the surging fall and early winter tallies.
Making a return to the top 10 rankings was Roche’s influenza drug Xofluza. The seasonal spender launched a new campaign in January advising people to watch out for flu symptoms even during the pandemic. Two animated commercials remind consumers of the prescription flu treatment as part of a broader print, digital and in-office ad campaign.
Fourteen brands spent more than $10 million on national TV ads in February, according to iSpot data, down from 15 brands in January.
1. Humira
Movement: Stayed the same
What is it? AbbVie anti-inflammatory drug
Total estimated spending: $22.6 million (down from $43.2 million in January)
Number of spots: Three (One for arthritis/psoriasis, two for ulcerative colitis/Crohn's)
Biggest-ticket ad: “Body of Proof: Drums” with COVID-19 help message (est. $10.8 million)
2. Dupixent
Movement: Up from No. 3 last month
What is it? Regeneron and Sanofi atopic dermatitis and asthma treatment
Total estimated spending: $20.2 million (up slightly from $20 million in January)
Number of spots: Six (Three for atopic dermatitis, three for asthma)
Biggest-ticket ad: “Roll Up Your Sleeves: Chloe, Jason” (est. $6.8 million)
3. Rybelsus
Movement: Down from No. 2 last month
What is it? Novo Nordisk oral GLP-1 diabetes med
Total estimated spending: $18.7 million (down from $33.6 million in January)
Number of spots: Two
Biggest-ticket ad: “Wake Up” (est. $14.8 million)
4. Xofluza
Movement: Not on list last month
What is it? Roche flu treatment
Total estimated spending: $18.3 million
Number of spots: Two
Biggest-ticket ad: “The Flu Can Hit You Hard, COVID-19 version” (est. $11.8 million)
5. Trulicity
Movement: Up from No. 6 last month
What is it? Eli Lilly GLP-1 diabetes drug
Total estimated spending: $17 million (down from $18.3 million in January)
Number of spots: Five
Biggest-ticket ad: “Power From Within” (est. $10.4 million)
6. Xeljanz
Movement: Up from No. 8 last month
What is it? Pfizer oral rheumatoid arthritis therapy
Total estimated spending: $16.4 million (down from $17.5 million in January)
Number of spots: Three
Biggest-ticket ad: “Pine Needles” (est. $7 million)
7. Skyrizi
Movement: Down from No. 4 last month
What is it? AbbVie IL-23 next-gen psoriasis treatment
Total estimated spending: $15.4 million (down from $19.6 million in January)
Number of spots: Three
Biggest-ticket ad: “Nothing is Everything” (est. $10.4 million)
8. Enbrel
Movement: Up from No. 9
What is it? Amgen TNF inhibitor to treat autoimmune diseases
Total estimated spending: $12.2 million (down from $13.6 million in January)
Number of spots: One
Biggest-ticket ad: “Erin & Margo”
9. Rinvoq
Movement: Not on list last month
What is it? AbbVie JAK inhibitor to treat rheumatoid arthritis
Total estimated spending: $12 million
Number of spots: Two
Biggest-ticket ad: “Your Mission: Zipline” (est. $11.8 million)
10. Ozempic
Movement: Down from No. 5
What is it? Novo Nordisk GLP-1 diabetes med
Total estimated spending: $11.7 million (down from $19.5 million in January)
Number of spots: Two
Biggest-ticket ad: “My Zone” (est. $7.6 million)