AbbVie’s autoimmune JAK inhibitor Rinvoq topped the TV drug ad spending list for the third month in a row, keeping fierce rival Regeneron in second place, though only just.
That’s according to the latest data out from real-time ad trackers iSpot, which found that AbbVie spent $29.8 million on four TV spots for Rinvoq last month, putting it at the top for September.
But it was a very close-run situation last month, as Regeneron and Sanofi’s autoimmune drug Dupixent was second with $29.4 million, just $400,000 less than AbbVie spent on Rinvoq. The amount was enough to nudge Dupixent up one place on August, though.
AbbVie closed out the top 3 with its other autoimmune drug Skyrizi with $19.8 million in spend, down one spot compared to August rankings. All three drugs continue to vie for both market share and screen time.
While the podium places are all familiar faces, we have a new contender in the form of Pfizer’s COVID vaccine Comirnaty, coming in fourth for September and its first-ever appearance in iSpot’s top 10.
This comes as the Big Pharma is ramping up its DTC campaign with a new ad aimed at teens, as well as an NFL spot for its boosters. Pfizer spent $16.7 million last month on two TV spots, massively up on the $2.5 million spent in August.
And in fifth we also have another new contender, not seen in the top 10 this year, in the form of GSK’s asthma and COPD drug Trelegy. And it’s a similar story in sixth, also not seen this year, in Roche’s multiple sclerosis drug Ocrevus.
Suprisingly, there are hardly any diabetes drugs in the top 10, with Novo Nordisk’s Ozempic, the sole diabetes therapy in September’s rankings, coming in seventh with $11.8 million.
The unusual top 10 look continues with eight-placed Opdivo, Bristol Myers Squibb’s blockbuster cancer drug, rarely seen in these monthly figures, with cancer drugs in general typically seeing little airtime.
In at ninth place is Takeda’s gastrointestinal drug Entyvio, down five spots compared to August, while Bristol’s MS drug Zeposia rounds off the top 10.
Total spend for the top 10 in September hit $164.4 million, up nearly $20 million from August’s $143.4 million and massively up on the $120 million monthly average this year.
Check out iSpot’s top 10 and the biggest-selling ads for September below.
1. Rinvoq
Movement: No change
What is it? AbbVie autoimmune drug
Est. national TV ad spend: $29.8 million (down from $33.4 million in Aug.)
Number of spots: Four (two eczema, one arthritis, one UC)
Biggest-ticket ad: “Helicopter: Surfing” (est. $13.8 million)
2. Dupixent
Movement: Up one spot
What is it? Regeneron and Sanofi IL-4/13 immunology drug
Est. national TV ad spend: $29.4 million (up from $16.5 million in Aug.)
Number of spots: Seven (four asthma, three eczema)
Biggest-ticket ad: “Du More: Kick Boxing” (est. $12.9 million)
3. Skyrizi
Movement: Down one spot
What is it? AbbVie autoimmune drug
Est. national TV ad spend: $19.8 million (up from $17.1 million in Aug.)
Number of spots: Three
Biggest-ticket ad: “Restaurant” (est. $11.8 million)
4. Comirnaty
Movement: Not listed last month
What is it? Pfizer COVID vaccine
Est. national TV ad spend: $16.7 million (up from $2.5 million in Aug.)
Number of spots: Two
Biggest-ticket ad: “More” (est. $16.2 million)
5. Trelegy
Movement: Not listed last month
What is it? GSK respiratory drug
Est. national TV ad spend: $13.6 million (up from $8.2 million in Aug.)
Number of spots: Three
Biggest-ticket ad: “Go Triple” (est. $9.6 million)
6. Ocrevus
Movement: Not listed last month
What is it? Roche multiple sclerosis drug
Est. national TV ad spend: $13.1 million (up from $5.5 million in Aug.)
Number of spots: Four
Biggest-ticket ad: “Living With MS” (est. $11.6 million)
7. Ozempic
Movement: Down two spots
What is it? Novo Nordisk GLP-1 diabetes drug
Est. national TV ad spend: $11.8 million (down from $12 million in Aug.)
Number of spots: One
Biggest-ticket ad: “Ozempic Tri-Zone” (est. $11.8 million)
8. Opdivo
Movement: Not listed last month
What is it? Bristol Myers Squibb cancer drug
Est. national TV ad spend: $10.7 million (up from $1.1 million in Aug.)
Number of spots: Two
Biggest-ticket ad: “A Chance For More Sparks: Live Longer” (est. $10.7 million)
9. Entyvio
Movement: Down five spots
What is it? Takeda GI drug
Est. national TV ad spend: $10.3 million (down from $14.4 million in Aug.)
Number of spots: One
Biggest-ticket ad: “Reminders” (est. $10.3 million)
10. Zeposia
Movement: Not listed last month
What is it? Bristol Myers Squibb autoimmune drug
Est. national TV ad spend: $9.4 million (up from $5.1 million in Aug.)
Number of spots: One
Biggest-ticket ad: “ Being Me: Travel” (est. $9.4 million)