Humira finishes year as strong as it started, grabbing No. 1 TV spender spot for December

AbbVie’s Humira finished the last month of 2016 in much the same way it did most of the year—as the No. 1 national TV ad spender among pharma brands.

Six spots across three indications—arthritis, Crohn’s disease and psoriasis—totaling $35.7 million in media spending secured the top spot for December for the anti-inflammatory drug, according to data from real-time TV ad tracker iSpot.tv. That's an increase of more than $8 million over its November media spending.

Pfizer and Bristol-Myers Squibb’s Eliquis also stayed in the same position, month to month—second place—with $26 million for December, an increase of $5 million over November.

The lone new entrant to the December list was AstraZeneca’s diabetes fighter Farxiga. Mid-month, AstraZeneca bowed new creative work focused on everyday athletes, and with a big push across multiple sports programming, landed in the No. 10 spot for the period. The TV ad shows people with Type 2 diabetes working out, boxing and running; “I’m in this for me" is their catchphrase.

Overall, the total outlay among the top 10 spenders ended the year on the decline at $159 million, down from $170 million in November, which had itself been a decrease from $193 million in October.

1. Humira

Movement: Stayed same
What is it? AbbVie anti-inflammatory drug
Total estimated spending: $35.7 million (up from $27.5M in Nov.)
Number of spots: 6 (2 for arthritis, 2 for ulcerative colitis/Crohn's, 2 for psoriasis)
Biggest-ticket ad: "Go Further” for arthritis (est. $9.2 M)

2. Eliquis
Movement:
Stayed same
What is it? Pfizer and Bristol-Myers Squibb anticoagulant
Total estimated spending: $26.4M (up from $21M in Nov.)
Number of spots: 2
Biggest-ticket ad: "DVT and PE blood clots: Camping” (est. $15.3M)

3. Latuda

Movement: Up from No. 10
What is it? Sunovion Pharmaceutical anti-psychotic
Total estimated spending: $14.5 M (up from $11.2M in Nov.)
Number of spots: 2
Biggest-ticket ad: "Maya's Story" (est. $10.3M)

4. Xeljanz XR
Movement: Up from No. 7
What is it? Pfizer’s second-line, oral rheumatoid arthritis therapy
Total estimated spending: $14.3M (up from $14M in Nov.)
Number of spots: 1
Biggest-ticket Ad: "Better Things”

5. Viagra
Movement: Down from No. 4
What is it? Pfizer erectile dysfunction treatment
Total estimated spending: $13.6M (down from $17.5M in Nov.)
Number of spots: 3
Biggest-ticket ad: "Single Packs: When They Need It" (est. $7.3M)

6. Opdivo
Movement: Down from No. 3
What is it?  Bristol-Myers Squibb PD-1 cancer fighter
Total estimated spending: $12.2M (down from $20.7M in Nov.)
Number of spots: 1
Biggest-ticket ad: “Most Prescribed Immunotherapy”

7. Cosentyx
Movement: Down from No. 5
What is it? Novartis next-gen psoriasis medication
Total estimated spending: $12.2M (down from $17.4M in Nov.)
Number of spots: 1
Biggest-ticket ad: “See Me”

8. Lyrica
Movement: Down from No. 6
What is it? Pfizer seizure and pain drug
Total estimated spending: $11.3M (down from $15.8M in Nov.)
Number of spots: 7
Biggest-ticket ad: "Keep the Beat Going” ($2.5M)

9. Cialis
Movement:
Stayed same
What is it? Eli Lilly erectile dysfuntion treatment
Total estimated spending: $9.9M (down from $11.6M in Nov.)
Number of spots: 4
Biggest-ticket ad: "A Walk on the Beach” ($3.9M)

10. Farxiga
Last month:
Not on list in November
What is it? AstraZeneca’s SGLT2 diabetes drug
Total estimated spending: $9.3M
Number of spots: 1
Biggest-ticket ad: "For Athletes"