AbbVie remained at the top of the TV drug ad spenders ranking for yet another month in June, although its immunology drug Skyrizi replaced Rinvoq, its other blockbuster medication, which held the top spot in May.
Skyrizi was in fact up two places in June from May, with AbbVie spending $26.6 million on all TV ads for the drug last month. That was $1.3 million more than it spent on Rinvoq, its JAK inhibitor immunology med, though both saw spend drop compared to May’s figures.
In at what is becoming a common third place is Sanofi and Regeneron’s Dupixent, the blockbuster rival immunology drug to AbbVie, with its new ad “Kenny and Mosetta” seeing the most spend for the month, with $6.4 million funneled into that DTC ad in June.
Novo Nordisk’s oral GLP-1 diabetes drug Rybelsus took the fourth spot in June, the same position it held in May. GSK’s respiratory disease therapy Trelegy moved up two spots from May to fifth place. It was also the only drug to see spend increase in June, hitting $15.6 million and up nearly $1 million from May.
Novo’s injectable GLP-1 diabetes drug Ozempic secured the sixth spot. The Danish drugmaker also—in an unusual twist—re-upped an old, non-branded diabetes awareness ad from last year called “Get Real About Your Risks.” The pharma spent enough on that to take seventh place.
In at No. 8 is Lilly’s rival and freshly approved diabetes drug Mounjaro as the Big Pharma keeps up the spend to stay in the top 10.
After a big spending push during Mental Health Awareness Month in May, Otsuka and Lundbeck’s bipolar and schizophrenia drug Rexulti fell four places to ninth in June as it eased off the spending tap, while Boehringer Ingelheim and Eli Lilly’s diabetes drug Jardiance rounded out the top 10.
Total spend for the top 10 hit $163.2 million in June, way down from May when spending hit $203.1 million, though tracking around what we’ve seen in March and April.
Check out the top 10, as complied for Fierce Pharma Marketing by real-time ad trackers at iSpot, below.
1. Skyrizi
Movement: Up two spots
What is it? AbbVie immunology drug
Est. national TV ad spend: $26.6 million (down from $28.4 million in May)
Number of spots: Five (two psoriasis, one Crohn’s disease, two psoriatic arthritis)
Biggest-ticket ad: “Roller Coaster” (est. $8.5 million)
2. Rinvoq
Movement: Down one spot
What is it? AbbVie JAK inhibitor immunology drug
Est. national TV ad spend: $25.3 million (down from $32.8 million in May)
Number of spots: Three (one eczema, one arthritis, one ulcerative colitis)
Biggest-ticket ad: “Disrupts My Skin” (est. $9.6 million)
3. Dupixent
Movement: Down one spot
What is it? Sanofi and Regeneron immunology drug
Est. national TV ad spend: $21.4 million (down from $31.8 million in May)
Number of spots: Ten (six eczema, four asthma)
Biggest-ticket ad: “Kenny and Mosetta” (est. $6.4 million)
4. Rybelsus
Movement: No change
What is it? Novo Nordisk oral GLP-1 diabetes drug
Est. national TV ad spend: $18.3 million (down from $23.4 million in May)
Number of spots: One
Biggest-ticket ad: “Need to Get Your A1C Down?” (est. $18.3million)
5. Trelegy
Movement: Up two spots
What is it? GSK respiratory disease drug
Est. national TV ad spend: $15.6 million (up from $14.7 million in May)
Number of spots: Three
Biggest-ticket ad: “Concert” (est. $8.2 million)
6. Ozempic
Movement: No change
What is it? Novo Nordisk injectable GLP-1 diabetes drug
Est. national TV ad spend: $13.2 million (down from $15.7 million in May)
Number of spots: Three
Biggest-ticket ad: “Discover the Power of Three” (est. $11.2 million)
7. Novo Nordisk
Movement: Not listed last month
What is it? Novo Nordisk and actor Anthony Anderson’s Type 2 diabetes awareness ad
Est. national TV ad spend: $11.6 million (down from $12.1 million in May)
Number of spots: Two
Biggest-ticket ad: “Get Real About Your Risks” (est. $7.1 million)
8. Mounjaro
Movement: No change
What is it? Eli Lilly diabetes drug
Est. national TV ad spend: $11.1 million (down from $14.2 million in May)
Number of spots: Two
Biggest-ticket ad: “What If” (est. $9.8 million)
9. Rexulti
Movement: Down four spots
What is it? Otsuka and Lundbeck bipolar and schizophrenia drug
Est. national TV ad spend: $10.9 million (down from $16.7 million in May)
Number of spots: Two
Biggest-ticket ad: “Still Masking” (est. $7.9 million)
10. Jardiance
Movement: Down one spot
What is it? Boehringer Ingelheim and Eli Lilly diabetes drug
Est. national TV ad spend: $9.2 million (down from $13 million in May)
Number of spots: One
Biggest-ticket ad: “Musical” (est. $9.2 million)