AbbVie tops the TV ad-spend pile one more time to close out 2017

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TV viewers again saw lots of AbbVie Humira ads in December as the anti-inflammatory drug topped pharma ad spending for the month with nine commercials.

AbbVie’s Humira ended the year as it spent the year—on top of the pharma TV ad spending charts. Its December total reached almost $31 million spent on nine TV commercials aired nationally across its three indications.

Humira was trailed by Bayer and Johnson & Johnson's Xarelto, with Pfizer brands Xeljanz and Lyrica in the third and fourth spots. Pfizer and Bristol-Myers Squibbs’ Eliquis rounded out the top five brands. Total spending among the top 10 of $153 million was on par with November ($159 million).

A new Taltz ad continuing its theme of touch helped propel the Eli Lilly psoriasis treatment back onto the list, while rival Novartis’ Cosentyx stayed at No. 10 with spending on two ads for its two different indications, psoriasis and psoriatic arthritis. Look for Taltz to possibly make a similar DTC move next year, as the drug just snagged the same second nod for psoriatic arthritis in early December.

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1. Humira

Movement: Stayed the same.
What is it? AbbVie anti-inflammatory drug.
Total estimated spending: $30.9 million (up from $29.1 million in November).
Number of spots: Nine (Three for arthritis, three for ulcerative colitis/Crohn's, three for psoriasis).
Biggest-ticket ad: “Body of Proof” for arthritis (est. $11.1 million).

2. Xarelto

Movement: Up from No. 5.
What is it? Johnson & Johnson next-generation anticoagulant.
Total estimated spending: $23.5 million (up from $16 million in November).
Number of spots: Two.
Biggest-ticket ad: “Most Challenging Opponent” (est. $14.1 million).

3. Xeljanz XR

Movement: Up from No. 4.
What is it? Pfizer oral rheumatoid arthritis therapy.
Total estimated spending: $19.5 million (up from $16.5 million in November).
Number of spots: Two.
Biggest-ticket ad: “Vinyl Collection” (est. $9.8 million).

4. Lyrica

Movement: Up from No. 6.
What is it? Pfizer seizure and pain drug.
Total estimated spending: $17.1 million (up from $15.2 million in November).
Number of spots: Four.
Biggest-ticket ad: “Babysitter” (est. $5.9 million).

5. Eliquis

Movement: Down from No. 2.
What is it? Pfizer and Bristol-Myers Squibb next-generation anticoagulant.
Total estimated spending: $16.7 million (down from $17.9 million in November).
Number of spots: Three.
Biggest-ticket ad: “A Lot on My Mind” (est. $6 million).

6. Victoza

Movement: Down from No. 3.
What is it? Novo Nordisk GLP-1 agonist.
Total estimated spending: $10.1 million (down from $17.8 million in November).
Number of spots: One.
Biggest ticket ad: “Cardiovascular Disease."

7. Taltz

Movement: Not on list last month.
What is it? Eli Lilly next-generation psoriasis treatment.
Total estimated spending: $9.3 million.
Number of spots: Three.
Biggest-ticket ad: “Touch is How We Communicate” (est. $9.2 million).

8. Trulicity

Movement: Up from No. 9.
What is it? Eli Lilly GLP-1 diabetes drug.
Total estimated spending: $8.7 million (down from $10.7 million in November).
Number of spots: Two.
Biggest-ticket ad: “I Can Do More” (est. $5.5 million).

9. Jardiance

Movement: Not on list last month.
What is it? Eli Lilly and Boehringer Ingelheim SGLT2 diabetes treatment.
Total estimated spending: $8.6 million.
Number of spots: Two.
Biggest-ticket ad: “Good News” (est. $5.8 million).

10. Cosentyx

Movement: Stayed same.
What is it? Novartis next-generation psoriasis medication.
Total estimated spending: $8.2 million (down from $10.3 million in November).
Number of spots: Two.
Biggest-ticket ad: “Clear Skin Can Last” (est. $4.7 million).