AbbVie retook the top spot from rival Johnson & Johnson and its immunology drug Tremfya in July’s top TV drug ad spending rankings.
That’s according to data shared with Fierce Pharma Marketing from iSpot.TV, which saw AbbVie boost spending on its blockbuster med by $6 million when compared to June.
That contrasted with J&J’s Tremfya, which was dethroned to second place in July, with the U.S. Big Pharma spending $27 million, down from $36.6 million in June.
The third place slot, meanwhile, was not filled by AbbVie’s second big blockbuster immunology med Rinvoq—which was in fourth last month—but Johnson & Johnson’s atypical antipsychotic drug Caplyta.
J&J spent $10 million more on the drug in July to reach $24.6 million, just beating out Rinvoq by $1.1 million and moving up two places for the month.
In fifth position is Merck’s megablockbuster Keytruda—a highly unusual place for the drug as most cancer therapies are not widely advertised on TV. Merck spent $14.8 million on ads for the drug, up from $5.9 million in June, with a third of that directed toward the FIFA World Cup.
Eli Lilly’s obesity drug Zepbound fell two spots to sixth place in July, whilst a brand-new entrant that has never advertised moved into in seventh.
J&J’s Icotyde, approved as an oral med to treat moderate-to-severe plaque psoriasis, was launched back in April, and the pharma is seemingly wasting no time on getting it out on the airwaves. Its first-ever TV campaign saw J&J spend $11.4 million in July.
AbbVie’s Botox was eighth as spend fell slightly month over month, down to $11.3 million In July from $13.4 million in June, while Lundbeck and Otsuka’s neurology drug fell three spots to hit ninth position.
Rounding off the top 10 was Sanofi and Regeneron’s immunology drug Dupixent.
Check out the top ten below.
1. Skyrizi
Movement: Up one spot
What is it? AbbVie’s immunology drug
Est. national linear TV ad spend: $29.3 million (up from $23.3 million in June)
- UC/Crohn’s disease: $11.5 million
- Psoriasis: $16 million
- Psoriatic arthritis: $1.8 million
Top TV network by spend share of voice (SOV): NBC (18.87%)
Top TV program by spend SOV: FIFA World Cup 2026 (7.09%)
Number of spots: Eight (one psoriatic arthritis, two psoriasis, five UC/Crohn’s disease)
Biggest-ticket ad: “I'm All In: Swimming Pool” (est. $9.1 million)
2. Tremfya
Movement: Down one spot
What is it? J&J’s immunology drug
Est. national linear TV ad spend: $27 million (down from $36.6 million in June)
- UC/Crohn’s disease: $16.2 million
- Psoriasis: $1.8 million
- Psoriatic Arthritis: $8.9 million
Top TV network by spend SOV: NBC (14.32%)
Top TV program by spend SOV: Copa Mundial de la FIFA 2026 (13.03%)
Number of spots: Five (two psoriatic arthritis, two psoriasis, one UC/Crohn’s disease)
Biggest-ticket ad: “Relentless Weed” (est. $16.2 million)
3. Caplyta
Movement: Up two spots
What is it? Johnson & Johnson’s atypical antipsychotic drug
Est. national linear TV ad spend: $24.6 million (up from $16.4 million in June)
- Bipolar: $11.3 million
- MDD: $13.3 million
Top TV network by spend SOV: ABC (13.27%)
Top TV program by spend SOV: FIFA World Cup 2026 (8.93%)
Number of spots: Three (two MDD, one bipolar)
Biggest-ticket ad: “Missing Out” (est. $11.3 million)
4. Rinvoq
Movement: Down one spot
What is it? AbbVie’s JAK immunology drug
Est. national linear TV ad spend: $23.5 million (up from $22.1 million in June)
- Arthritis: $8.5 million
- Eczema: $8 million
- UC/Crohn’s: $7 million
Top TV network by spend SOV: NBC (21.19%)
Top TV program by spend SOV: America’s Got Talent (3.75%)
Number of spots: Four (one arthritis, one UC/Crohn’s disease, two eczema)
Biggest-ticket ad: “Another Day” (est. $8.5 million)
5. Keytruda
Movement: Not listed last month
What is it? Merck’s oncology drug
Est. national linear TV ad spend: $14.8 million (up from $5.9 million in June)
Top TV network by spend SOV: Fox (22.59%)
Top TV program by spend SOV: FIFA World Cup 2026 (32.72%)
Number of spots: Five
Biggest-ticket ad: “One Minute” (est. $12.9 million)
6. Zepbound
Movement: Down two spots
What is it? Eli Lilly’s obesity drug
Est. national linear TV ad spend: $11.6 million (down from $18.8 million in June)
Top TV network by spend SOV: Telemundo (22.62%)
Top TV program by spend SOV: Copa Mundial de la FIFA 2026 (20.84%)
Number of spots: Ten
Biggest-ticket ad: “Medicare Open Doors” (est. $4.1 million)
7. Icotyde
Movement: Not listed last month
What is it? J&J’s oral moderate-to-severe plaque psoriasis drug
Est. national linear TV ad spend: $11.4 million (up from $0 in June / hasn’t advertised on TV previously)
Top TV network by spend SOV: Fox (50.43%)
Top TV program by spend SOV: FIFA World Cup 2026 (46.13%)
Number of spots: One
Biggest-ticket ad: “Unbelievable” (est. $11.4 million)
8. Botox
Movement: Down one spot
What is it? AbbVie’s injection for aesthetic and therapeutic conditions
Est. national linear TV ad spend: $11.3 million (down from $13.4 million in June)
- Migraine: $8.3 million
- Cosmetic: $2.9 million
Top TV network by spend SOV: CBS (8.02%)
Top TV program by spend SOV: NCIS (3.34%)
Number of spots: Six (two migraine, four cosmetic)
Biggest-ticket ad: “Prevent Headaches” (est. $8.3 million)
9. Rexulti (depression)
Movement: Down three spots
What is it? Lundbeck and Otsuka’s neurology drug
Est. national linear TV ad spend: $10.2 million (down from $15.3 million in June)
Top TV network by spend SOV: CBS (10.75%)
Top TV program by spend SOV: Law & Order: Special Victims Unit (4.28%)
Number of spots: One
Biggest-ticket ad: “Progress” (est. $10.2 million)
10. Dupixent
Movement: Not listed last month
What is it? Sanofi and Regeneron’s immunology drug
Est. national linear TV ad spend: $9.5 million (up from $6.9 million in June)
- Asthma/COPD: $2.5 million
- Eczema: $6.9 million
Top TV network by spend SOV: ABC (28.58%)
Top TV program by spend SOV: ABC World News Tonight With David Muir (13.17%)
Number of spots: Five (three eczema, two asthma/COPD)
Biggest-ticket ad: “Feel the Heal” (est. $5.4 million)