Sanofi and Regeneron’s immunology blockbuster, Dupixent, kept its crown for a second month running as the drug with the most TV ad spending.
The pharma partners ponied up $25.5 million last month, up $2.8 million on April, with nearly $8 million of that going towards its newly released “Du More: Commuter” DTC asthma ad.
In second place and rocketing into the top 10 after not listing last month is Lundbeck and Otsuka’s atypical antipsychotic Rexulti, but with nearly $10 million less spent compared to Dupixent, at $16.3 million.
Rounding out the podium finishers was Boehringer Ingelheim and Eli Lilly’s diabetes drug Jardiance, staying third just as it was in April, with $13.2 million.
In fourth place was Johnson & Johnson’s immunology drug Tremfya, jumping up the order after not even being listed in April. Meanwhile in fifth was Novo Nordisk’s GLP-1 diabetes drug Ozempic, up three spots from April’s listing.
AbbVie’s Rinvoq, which last week saw its first ad for the drug’s new dermatitis label, was sixth with $12.9 million. In seventh place is a strange reappearance from a drug first approved in 2010 in the form of Sunovion’s bipolar and schizophrenia drug Latuda, while a more familiar name came in eighth in the form of Eli Lilly’s diabetes drug Trulicity.
Johnson & Johnson’s immunology drug Stelara was ninth, while Novo’s second GLP-1 diabetes therapy Rybelsus finished off the top 10, down four spots from April’s rankings.
Overall spending for the top 10, though, continued its weak run. In April, total spend was just $128.6 million, while in May it was $139 million. Those mark massive drops from the $223 million registered in February and down on the averages seen in 2021, which were regularly in the $200 million a month range.
Check out the top 10 below as recorded by real time trackers at iSpot.TV.
1. Dupixent
Movement: No change
What is it? Regeneron and Sanofi IL-4/13 immunology drug
Est. national TV ad spend: $25.5 million (up from $22.8 million in April)
Number of spots: Seven (four eczema, three asthma)
Biggest-ticket ad: “Du More: Commuter” (est. $7.8 million)
2. Rexulti
Movement: Not listed last month
What is it? Lundbeck and Otsuka atypical antipsychotic
Est. national TV ad spend: $16.3 million (up from $10.8 million in April)
Number of spots: Three
Biggest-ticket ad: “Masking Depression” (est. $10.5 million)
3. Jardiance
Movement: No change
What is it? Boehringer Ingelheim and Eli Lilly diabetes drug
Est. national TV ad spend: $13.2 million (up from $12.4 million in April)
Number of spots: Three
Biggest-ticket ad: “We’re On It” (est. $7.7 million)
4. Tremfya
Movement: Not listed last month
What is it? Johnson & Johnson immunology drug
Est. national TV ad spend: $13 million (up from $10.3 million in April)
Number of spots: Six
Biggest-ticket ad: “Emerge: Burning - $5 Per Dose” (est. $4.8 million)
5. Ozempic
Movement: Up three spots
What is it? Novo Nordisk GLP-1 diabetes drug
Est. national TV ad spend: $12.9 million (up from $11.3 million in April)
Number of spots: One
Biggest-ticket ad: “Joe’s Type 2 Diabetes Zone” (est. $12.9 million)
6. Rinvoq
Movement: Down one spot
What is it? AbbVie JAK inhibitor immunology drug
Est. national TV ad spend: $12.9 million (up from $11.8 million in April)
Number of spots: Two
Biggest-ticket ad: “Your Mission - Fishing” (est. $11.9 million)
7. Latuda
Movement: Not listed last month
What is it? Sunovion schizophrenia and bipolar disorder
Est. national TV ad spend: $11.7 million (up from $9.4 million in April)
Number of spots: One
Biggest-ticket ad: “Art: Trapped In A Fog” (est. $11.7 million)
8. Trulicity
Movement: Up one spot
What is it? Eli Lilly diabetes drug
Est. national TV ad spend: $11.6 million (up from $11.0 million in April)
Number of spots: Three
Biggest-ticket ad: “Father-Son” (est. $9 million)
9. Stelara
Movement: Down seven spots
What is it? Johnson & Johnson immunology drug
Est. national TV ad spend: $11.1 million (down from $12.5 million in April)
Number of spots: Two
Biggest-ticket ad: “Move Toward Relief” (est. $9.9 million)
10. Rybelsus
Movement: Down four spots
What is it? Novo Nordisk diabetes drug
Est. national TV ad spend: $10.8 million (down from $11.7 million in April)
Number of spots: One
Biggest-ticket ad: “Down with Rybelsus” (est. $11.7 million)