March madness? Not for pharma TV ads. Humira, Lyrica top spending list again

watching tv
Pharma TV ad spending changed little among the top 10 spenders in March with AbbVie and Pfizer drugs still in the lead.

AbbVie’s Humira and Pfizer’s Lyrica remained in the Nos. 1 and 2 spots for pharma TV ad spending in March, according to realtime TV ad tracker iSpot.tv, with little change for either in spending from the previous month.

Both spent around $25 million for the month—Humira just above at $26.8 million and Lyrica just below at $23.1 million—to continue to lead pharma TV spenders. The ads themselves stayed the same as well, with no brand-new creative executions among the top 10 most-run TV spots.

There were a few returns and one newcomer to the top 10 list, though. Back on the list this month were Eli Lilly’s diabetes drug Trulicity at No. 3 and Novartis’ psoriasis drug Cosentyx at No. 5.

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The newcomer was Takeda’s Entyvio, joining the top 10 group for the first time since FiercePharma began tracking pharma TV ad spending. It took the No. 10 spot, spending $9.6 million in media on an ad that began last November. The ad replaced Entyvio’s campaign featuring a view of various closed bathroom doors to illustrate what IBD patients miss out on. The newer TV spot is a more general message encouraging patients to consider a change in treatment for Crohn’s disease and ulcerative colitis if their current medication is not working well enough.

Top 10 pharma ad spending overall totaled $156 million for March, down slightly from $167 million in February, according to iSpot.tv.

 

1. Humira
Movement:
Stayed same
What is it? AbbVie anti-inflammatory drug
Total estimated spending: $26.8 million (down from $26.6 million in February)
Number of spots: 9 (Four for arthritis, three for ulcerative colitis/Crohn's, two for psoriasis)
Biggest-ticket ad: “Chase What You Love” for arthritis (est. $6.2 million)

 

 

2. Lyrica
Movement:
Stayed same
What is it? Pfizer seizure and pain drug
Total estimated spending: $23.1 million (up from $25.1 million in February)
Number of spots: 5
Biggest-ticket ad: “Babysitter” (est. $7.9 million)

 

 

3. Trulicity
Movement:
Not on list last month
What is it? Eli Lilly GLP-1 diabetes drug
Total estimated spending: $22.1 million
Number of spots: 2
Biggest-ticket ad: “I Can Do More” (est. $15 million)

 

 

4. Rexulti
Movement:
Up from No. 9 last month
What is it? Otsuka and Lundbeck’s antipsychotic
Total estimated spending: $16.3 million (up from $11.6 million in February)
Number of spots: 1
Biggest-ticket ad: “Living Behind the Mask”

 

 

5. Cosentyx
Movement:
Not on list last month
What is it? Novartis next-gen psoriasis medication
Total estimated spending: $13.4 million
Number of spots: 2
Biggest-ticket ad: “Watch Me” (est. $8 million)

 

 

6. Keytruda
Movement:
Down from No. 3
What is it? Merck’s PD-L1 cancer fighter
Total estimated spending: $12.1 million (down from $18.4 million in February)
Number of spots: 1
Biggest-ticket ad: “It’s TRU: Donna’s Story”

 

 

7. Eliquis
Movement:
Up from No. 10
What is it? Pfizer and Bristol-Myers Squibb anticoagulant
Total estimated spending: $11.8 million (up from $10.1 million in February)
Number of spots: 3
Biggest-ticket ad: “No Matter Where I Ride” (est. $9.3 million)

 

 

8. Otezla
Movement:
Down from No. 7
What is it? Celgene oral psoriasis treatment
Total estimated spending: $10.7 million (down from $13.7 million in February)
Number of spots: 1
Biggest-ticket ad: “Little Things Can Be a Big Deal”

 

(Otezla ad not available, removed from iSpot "at the request of the advertiser")

 

9. Xeljanz XR
Movement:
Down from No. 6
What is it? Pfizer oral rheumatoid arthritis therapy
Total estimated spending: $10.3 million (down from $15.7 million in February)
Number of spots: 3
Biggest-ticket ad: “Family Beach Day” (est. $3.8 million)

 

 

10. Entyvio
Movement:
Not on list last month
What is it? Takeda IBD biologic
Total estimated spending: $9.6 million
Number of spots: 1
Biggest-ticket ad: “Time For A Change”