Gilead's Truvada keeps up PrEP TV push, lands at No. 2 in August ad spending

Pharma TV advertising for August reveals AbbVie, Gilead Sciences and Allergan as the top three biggest spenders. (Pixabay)

AbbVie isn't likely to give up its top spot anytime soon when it comes to monthly pharma TV ad spending, and now there's a repeat spender in the No. 2 position, too. Gilead Sciences' push for PrEP drug Truvada has continued to encroach on AbbVie's spendy ways for the second month in a row, according to data from real-time TV ad tracker iSpot.tv.

However, it's worth noting that Humira's TV ad spending is divided among three indications, and in August, it was divided among 10 different ads. Meanwhile, Truvada’s outlay is for one indication and one ad. Through that lens, Truvada’s $25.7 million spent in August handily beat AbbVie spending on ads for Humira’s biggest-spending indication, arthritis, which totaled $21 million for the month. (Humira Crohn’s disease and ulcerative colitis commercials added $17 million in media and psoriasis advertising another $6 million, bringing Humira’s total to $43.8 million.)

Allergan’s Botox landed in the No. 3 spot for a rare appearance on the top 10 monthly TV spending list, spurred by bigger budgets in both the drug's cosmetic and migraine indications. More than half of the $20.8 million spent was on the millennial-targeted Botox Cosmetic commercials in the “Own Your Look” campaign, begun in January.

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Total top 10 pharma TV spending for August tallied $165 million, up from $144 million in July and $140 million in June, according to the iSpot data.

1. Humira
Movement:
Stayed same
What is it? AbbVie anti-inflammatory drug
Total estimated spending: $43.8 million (up from $42.5 million in July)
Number of spots:10 (Six for arthritis, three for ulcerative colitis/Crohn's, one for psoriasis)
Biggest-ticket ad: “Keep Us Apart” (est. $9.9 million)


2. Truvada
Movement:
Up from No. 6
What is it? Gilead’s HIV and PrEP drug
Total estimated spending: $25.7 million (up from $19 million in July)
Number of spots: One
Biggest-ticket ad: “On the Pill”


3. Botox
Movement:
Not on list last month
What is it? Allergan neurotoxin treatment for migraines and aesthetic use
Total estimated spending: $20.8 million
Number of spots: Six (Two for cosmetic, four for migraine)
Biggest-ticket ad: “Own Your Look” (est. $11.2 million)


4. Eliquis
Movement:
Down from No. 3
What is it? Pfizer and Bristol-Myers Squibb next-gen anticoagulant
Total estimated spending: $16.4 million (up from $15.7 million in July)
Number of spots: Three
Biggest-ticket ad: “Around the Corner” (est. $8.4 million)


5. Biktarvy
Movement:
Not on list last month
What is it? Gilead Sciences HIV three-in-one combo med
Total estimated spending: $12.4 million
Number of spots: One
Biggest-ticket ad: “Keep Being You”


6. Jardiance
Movement:
Not on list last month
What is it? Eli Lilly and Boehringer Ingelheim SGLT2 diabetes treatment
Total estimated spending: $11.6 million
Number of spots: Three
Biggest-ticket ad: “Audrey Is on It: Marching Band” (est. $11.1 million)


7. Cosentyx
Movement:
Down from No. 5
What is it? Novartis next-gen psoriasis medication
Total estimated spending: $9.4 million (down from $11.7 million in July)
Number of spots: Three (one for psoriasis, two for psoriatic arthritis)
Biggest-ticket ad: “Cyndi Lauper” (est. $5.4 million)


8. Xarelto
Movement:
Down from No. 4
What is it? Johnson & Johnson next-gen anticoagulant
Total estimated spending: $8.8 million (down from $13.2 million in July)
Number of spots: Three
Biggest-ticket ad: “Not Today” (est. $4.8 million)


9. Ozempic
Movement:
Down from No. 8
What is it? Novo Nordisk GLP-1 diabetes med
Total estimated spending: $8.4 million (down from $8.6 million in July)
Number of spots: One
Biggest-ticket ad: “Minigolf: Oh, Ozempic!”


10. Ibrance
Movement:
Down from No. 10
What is it? Pfizer metastatic breast cancer fighter
Total estimated spending: $8.2 million (down from $8.8 million in August)
Number of spots: One
Biggest-ticket ad: “Corey”
 

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