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

Humira
AbbVie's Humira ended 2016 as once again the top national TV ad spender for the month of 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"