AbbVie’s Skyrizi topped the list as the biggest pharma drug ad spender in July for the second month in a row, but overall spending is falling off a cliff.
Skyrizi, one of AbbVie's new Humira follow-ups and a significant immunology blockbuster, is competing for the overall 2023 crown. Based on its half-year performance, it seems to be on track, once again topping the charts in July, just as it did in June.
However, spending on its ads was down by $3.4 million month on month, amounting to $23.2 million in July. This decrease in ad spending is a trend observed across the top 10 during the same period.
In second place was Dupixent, a rival product by Sanofi and Regeneron and a big-selling immunology powerhouse. The pharmaceutical companies ran a substantial 10 ad spots in July. However, the overall spending on advertising for Dupixent slightly decreased to $20 million, down from $21.4 million in June.
AbbVie's second Humira follow-up, the JAK inhibitor Rinvoq, secured third place, but things are a little more mixed beyond the podium places.
GSK’s respiratory disease therapy Trelegy moved up one spot to fourth place, its highest position of 2023.
In fifth place, we see AbbVie making another investment, but this time in a less common drug that is not often seen in the top 10. This drug is Vraylar, used for bipolar disorder and major depressive disorder. It wasn't listed at all in June but has now made its way into the rankings.
Moving on to sixth place, we encounter a familiar face in the form of Eli Lilly and Boehringer Ingelheim's aging diabetes drug, Jardiance. The advertising spending for Jardiance's ads reached $9.8 million, which is $600,000 higher than the spending in June.
Taking the seventh spot is a rival diabetes and kidney disease drug called Farxiga from AstraZeneca. Like Vraylar, it is another uncommon drug to make it into the top 10, and it was not listed at all in June but has now made its presence felt in the rankings.
Remaining in the eighth position in July, just as it did in June, is Eli Lilly's newly approved diabetes therapy Mounjaro. However, in the ninth spot, we have yet another rare appearance, this time by Roche's multiple sclerosis drug Ocrevus. The spending on Ocrevus advertisements surged to $7.6 million last month, a significant increase from $2.1 million in June.
Completing the top 10 is another diabetes drug, Novo Nordisk's oral therapy Rybelsus. However, it has experienced a significant drop of six spots from its position in June. Notably, the advertising spending for Rybelsus also plummeted from $18.3 million to just $7 million month over month.
The total spending on the top pharmaceutical drug ads in July amounted to a mere $126.3 million, which was significantly lower than the $163.2 million spent in June. This July figure also marked a massive decline from May when spending reached its peak this year at $203.1 million.
Check out the top 10, as complied for Fierce Pharma Marketing by real-time ad trackers at iSpot, below.
1. Skyrizi
Movement: No change
What is it? AbbVie immunology drug
Est. national TV ad spend: $23.2 million (down from $26.6 million in June)
Number of spots: Five (two psoriasis, one Crohn’s disease, two psoriatic arthritis)
Biggest-ticket ad: “Bare My Skin” (est. $8.2 million)
2. Dupixent
Movement: Up one spot
What is it? Sanofi and Regeneron immunology drug
Est. national TV ad spend: $20 million (down from $21.4 million in June)
Number of spots: 10 (six eczema, four asthma)
Biggest-ticket ad: “Kenny and Mosetta” (est. $6.6 million)
3. Rinvoq
Movement: Down one spot
What is it? AbbVie immunology drug
Est. national TV ad spend: $19.5 million (down from $25.3 million in June)
Number of spots: Four (one eczema, two UC, one arthritis)
Biggest-ticket ad: “Just Okay: Swim Coach and Baker” (est. $7.7 million)
4. Trelegy
Movement: Up one spot
What is it? GSK respiratory disease drug
Est. national TV ad spend: $11.5 million (down from $15.6 million in June)
Number of spots: Three
Biggest-ticket ad: “Concert” (est. $7.4 million)
5. Vraylar
Movement: Not listed last month
What is it? AbbVie bipolar and major depressive disorder drug
Est. national TV ad spend: $10.6 million (up from $6.9 million in June)
Number of spots: Two
Biggest-ticket ad: “A Lift” (est. $7.4 million)
6. Jardiance
Movement: Up four spots
What is it? Eli Lilly and Boehringer Ingelheim diabetes drug
Est. national TV ad spend: $9.8 million (up from $9.2 million in June)
Number of spots: One
Biggest-ticket ad: “Musical” (est. $9.8 million)
7. Farxiga
Movement: Not listed last month
What is it? AstraZeneca diabetes and kidney disease drug
Est. national TV ad spend: $8.8 million (up from $7.5 million in June)
Number of spots: Two
Biggest-ticket ad: “Front Row Seat” (est. $8.6 million)
8. Mounjaro
Movement: No change
What is it? Eli Lilly diabetes drug
Est. national TV ad spend: $8.3 million (down from $11.1 million in June)
Number of spots: Two
Biggest-ticket ad: “What If” (est. $7.4 million)
9. Ocrevus
Movement: Not listed last month
What is it? Roche multiple sclerosis drug
Est. national TV ad spend: $7.6 million (up from $2.1 million in June)
Number of spots: Two
Biggest-ticket ad: “Living With MS” (est. $6.8 million)
10. Rybelsus
Movement: Down six spots
What is it? Novo Nordisk oral diabetes drug
Est. national TV ad spend: $7 million (down from $18.3 million in June)
Number of spots: One
Biggest-ticket ad: “Need to Get Your A1C Down?” (est. $7 million)