AbbVie’s Skyrizi again held onto its top spot on the TV ad spender leaderboard for the month of May, but overall spend across the stable top three is falling.
Despite its lowered spending showing, Skyrizi narrowly eked back into the top spot for the second sequential month with $38.9 million spent on May ads, according to data shared with Fierce Pharma Marketing by analysts at iSpot.tv. This total makes for a $7.3 million decrease from the previous month’s spend.
Johnson & Johnson and its rival immunology med Tremfya was, as usual, right on Skyrizi's tail in May, coming in second by a very small margin. The company shelled out $38.8 million on May Tremfya ads, which declined as well from April’s $39.7 million.
Sandwiching J&J, another AbbVie immunology competitor came in third with its Rinvoq. AbbVie dedicated $29.6 million to Rinvoq’s TV ads in May, a nearly $10 million step down from the $39.5 million showing in April.
Eli Lilly maintained its fourth place spot for obesity med Zepbound, putting down $22.7 million on seven ads. Meanwhile, Johnson & Johnson’s atypical antipsychotic Captyla usurped Regeneron and Sanofi’s immunology megablockbuster Dupixent for fifth, sending Dupixent and its $16.3 million spending down to sixth place as a result.
Lundbeck and Otsuka’s depression drug Rexulti and Eli Lilly and Boehringer Ingelheim’s diabetes and kidney disease treatment Jardiance held down their spots from April in seventh and eighth place, respectively. Jardiance and the other two drugs at the bottom of the list are the only to increase their spending in May, marking a switch-up from April, when the majority of top TV drug ad spenders hiked up their advertising budgets.
Rounding out the rankings, AbbVie’s atypical antipsychotic Vraylar made another appearance in the ninth slot after clawing on the leaderboard in April. The last spot on the list went to a tardive dyskinesia and chorea associated with Huntington’s disease drug, as it did in April, but this time it was Teva’s Austedo that made the grade instead of Neurocrine’s Ingrezza. Teva’s rival drug upped its spending the most out of any on the list with a 2.7 million boost from April.
Check out May’s biggest ad spenders below, based on data compiled by analysts at iSpot.tv.
1. Skyrizi
Movement: No change
What is it? AbbVie’s immunology drug
Est. national linear TV ad spend: $38.9 million (down from $46.2 million in April)
- UC/Crohn’s disease: $20.5 million
- Psoriasis: $16.4 million
- Psoriatic arthritis: $1.9 million
Top TV network by spend share of voice (SOV): NBC (20.43%)
Top TV program by spend SOV: NBA (9.21%)
Number of spots: Six (one psoriatic arthritis, three psoriasis, two UC/Crohn’s disease)
Biggest-ticket ad: “I'm All In: Swimming Pool” (est. $10.6 million)
2. Tremfya
Movement: No change
What is it? Johnson & Johnson’s immunology drug
Est. national linear TV ad spend: $38.8 million (down from $39.7 million in April)
- UC/Crohn’s disease: $21.8 million
- Psoriasis: $1.5 million
- Psoriatic arthritis: $15.5 million
Top TV network by spend SOV: ABC (24.58%)
Top TV program by spend SOV: Good Morning America (7.43%)
Number of spots: Five (two psoriatic arthritis, two psoriasis, one UC/Crohn’s disease)
Biggest-ticket ad: “Relentless Weed” (est. $21.8 million)
3. Rinvoq
Movement: No movement
What is it? AbbVie’s JAK inhibitor immunology drug
Est. national linear TV ad spend: $29.6 million (down from $39.5 million in April)
- Arthritis: $9.2 million
- Eczema: $8.8 million
- UC/Crohn’s disease: $11.6 million
Top TV network by spend SOV: ABC (21.90%)
Top TV program by spend SOV: Today (2.76%)
Number of spots: Three (one arthritis, one UC/Crohn’s disease, one eczema)
Biggest-ticket ad: “Classic Car, Tennis and Fire Station” (est. $11.6 million)
4. Zepbound
Movement: No movement
What is it? Eli Lilly’s obesity drug
Est. national linear TV ad spend: $22.7 million (down from $24.4 million in April)
Top TV network by spend SOV: CBS (30.07%)
Top TV program by spend SOV: NBA (16.31%)
Number of spots: Seven
Biggest-ticket ad: “Watch This: Data” (est. $10.3 million)
5. Caplyta
Movement: Up one spot
What is it? Johnson & Johnson’s atypical antipsychotic drug
Est. national linear TV ad spend: $19 million (down from $20.2 million in April)
Top TV network by spend SOV: ABC (15.58%)
Top TV program by spend SOV: Good Morning America (5.79%)
Number of spots: Three
Biggest-ticket ad: “Let in the Lyte: More Relief” (est. $7.3 million)
6. Dupixent
Movement: Down one spot
What is it? Sanofi and Regeneron’s immunology drug
Est. national linear TV ad spend: $16.3 million (down from $20.4 million in April)
- Eczema: $8.2 million
- Asthma: $8 million
- Gastrointestinal: $51.4K
Top TV network by spend SOV: ABC (27.49%)
Top TV program by spend SOV: NBA (15.64%)
Number of spots: Eight (three asthma, four eczema, one gastrointestinal)
Biggest-ticket ad: “Better Days” (est. $6.2 million)
7. Rexulti
Movement: No movement
What is it? Lundbeck and Otsuka’s neurology drug
Est. national linear TV ad spend: $14.2 million (down from $17.8 million in April)
Top TV network by spend SOV: CBS (15.15%)
Top TV program by spend SOV: NCIS (4.73%)
Number of spots: One
Biggest-ticket ad: “Progress” (est. $14.2 million)
8. Jardiance
Movement: No movement
What is it? Eli Lilly and Boehringer Ingelheim’s diabetes and kidney disease drug
Est. national linear TV ad spend: $13.4 million (up from $12.6 million in April)
- CKD: $3.1 million
- Diabetes: $10.3 million
Top TV network by spend SOV: ABC (17.58%)
Top TV program by spend SOV: Gunsmoke (4.05%)
Number of spots: Two (one CKD, one diabetes)
Biggest-ticket ad: “Behind the Scenes” (est. $10.3 million)
9. Vraylar
Movement: No movement
What is it? AbbVie’s atypical antipsychotic
Est. national linear TV ad spend: $12.7 million (up from $12.1 million in April)
- Bipolar: $2.7 million
- Depression: $10.1 million
Top TV network by spend SOV: CBS (14.24%)
Top TV program by spend SOV: ABC World News Tonight With David Muir (4.58%)
Number of spots: Three (two depression, one bipolar)
Biggest-ticket ad: “Jane’s Head” (est. $10 million)
10. Austedo
Movement: Not listed last month
What is it? Teva’s Huntington’s disease chorea or tardive dyskinesia drug
Est. national linear TV ad spend: $11.9 million (up from $9.2 million in April)
Top TV network by spend SOV: CBS (33.41%)
Top TV program by spend SOV: Today With Jenna & Sheinelle (7.63%)
Number of spots: Two
Biggest-ticket ad: “Derek” (est. $6.4 million)