In October TV pharma ad spending, AbbVie's Humira and Pfizer's Lyrica continue to dominate

AbbVie HQ

No October surprise here. AbbVie’s Humira is once again the top-spending TV pharma advertiser for the month. However, maybe just a little surprising is that its spending of $39.1 million was up 85% year-over-year from last October’s list-topping $21.1 million, according to data from real-time TV ad tracker iSpot.tv.

AbbVie has been spending aggressively for Humira on TV and in overall advertising for the past several years, in whats seems to be a lead-up to the drug's U.S. patent expiration at the end of this year. Not that the drugmaker is folding without a fight. AbbVie has already struck back at Humira’s first approved biosimilar competitor, filing a patent infringement lawsuit against Amgen in August.

Total TV spending for all the pharma ads in the top 10 this month was $193 million, a 62% jump over last month’s total of $140 million.

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Two newcomers to the top group came in at the bottom on the chart--Nos. 9 and 10, both Eli Lilly drugs. At No. 9 is its new psoriasis fighter Taltz, with a TV campaign that launched in October. At No. 10 is diabetes treatment Trulicity, with new TV creative that continues the theme of the first TV campaign launched a year ago.

 

1. Humira

Movement: Stayed the same

What is it? AbbVie anti-inflammatory drug

Total estimated spending: $39.1M (up from $32.3M in Sept.)

Number of spots: 7 (2 for arthritis, 3 for ulcerative colitis/Crohn's, 2 for psoriasis)

Biggest-ticket ad: "Go further” for arthritis (est. $12 M)

 

  <div style="position:relative;width:100%;padding-top:56.25%;padding-bottom:40px;"><iframe style="position:absolute;top:0;right:0;left:0;bottom:0;width:100%;height:100%;" src="https://www.ispot.tv/share/ATk7" frameborder="0" scrolling="no" allowfullscreen=""></iframe></div>

 

2. Lyrica

Movement: Stayed the same

What is it? Pfizer seizure and pain drug

Total estimated spending: $29.6M (up from $21.4M in Sept.)

Number of spots: 6

Biggest-ticket ad: "Keep the Beat Going" (est. $12.2M)

 

<div style="position:relative;width:100%;padding-top:56.25%;padding-bottom:40px;"><iframe style="position:absolute;top:0;right:0;left:0;bottom:0;width:100%;height:100%;" src="https://www.ispot.tv/share/A1ak" frameborder="0" scrolling="no" allowfullscreen=""></iframe></div>

 

3. Eliquis

Movement: Up from No. 8

What is it? Pfizer and Bristol-Myers Squibb anticoagulant

Total estimated spending: $20.8M (up from $10.5M in Sept.)

Number of spots: 2

Biggest-ticket ad: "Fisherman” (est. $15.9M)

 

<div style="position:relative;width:100%;padding-top:56.25%;padding-bottom:40px;"><iframe style="position:absolute;top:0;right:0;left:0;bottom:0;width:100%;height:100%;" src="https://www.ispot.tv/share/AMeG" frameborder="0" scrolling="no" allowfullscreen=""></iframe></div>

 

4. Latuda

Movement: Stayed the same

What is it? Sunovion Pharmaceutical anti-psychotic

Total estimated spending $18.1M (up from $15.9M in Sept.)

Number of spots: 2

Biggest-ticket ad: "Maya's Story" (est. $13.4M)

 

<div style="position:relative;width:100%;padding-top:56.25%;padding-bottom:40px;"><iframe style="position:absolute;top:0;right:0;left:0;bottom:0;width:100%;height:100%;" src="https://www.ispot.tv/share/ANW0" frameborder="0" scrolling="no" allowfullscreen=""></iframe></div>

 

5. Cialis
Movement: Stayed the same
What is it? Eli Lilly erectile dysfuntion treatment
Total estimated spending: $17.84M (up from $11.8M in Sept.)
Number of spots: 3


Biggest-ticket ad: "A Moment Turns Romantic" (est. $16.2 million)

 <div style="position:relative;width:100%;padding-top:56.25%;padding-bottom:40px;"><iframe style="position:absolute;top:0;right:0;left:0;bottom:0;width:100%;height:100%;" src="https://www.ispot.tv/share/ANaP" frameborder="0" scrolling="no" allowfullscreen=""></iframe></div>

 

6. Viagra
Movement: Up from No. 9
What is it? Pfizer erectile dysfunction treatment
Total estimated spending: $17.80M (up from $10.1M in Sept.)
Number of spots: 3
Biggest-ticket ad: "Single Packs: Overpack" (est. $9.9M)

 

<div style="position:relative;width:100%;padding-top:56.25%;padding-bottom:40px;"><iframe style="position:absolute;top:0;right:0;left:0;bottom:0;width:100%;height:100%;" src="https://www.ispot.tv/share/AjJs" frameborder="0" scrolling="no" allowfullscreen=""></iframe></div>

 

7. Invokana
Movement: Down from No. 3
What is it? J&J’s SGLT2 diabetes drug
Total estimated spending: $16.1M (down from $17.8M in Sept.)
Ad: “Turn Things Around”

 

<div style="position:relative;width:100%;padding-top:56.25%;padding-bottom:40px;"><iframe style="position:absolute;top:0;right:0;left:0;bottom:0;width:100%;height:100%;" src="https://www.ispot.tv/share/AGMe" frameborder="0" scrolling="no" allowfullscreen=""></iframe></div>

 

8. Xeljanz XR
Movement: Down from No. 5
What is it? Pfizer’s second-line, oral rheumatoid arthritis therapy
Total estimated spending: $14.3M (up from $11.2M in Sept.)
Number of spots: 2
Biggest-ticket Ad: "Better Things” (est. $10.4M)

 

<div style="position:relative;width:100%;padding-top:56.25%;padding-bottom:40px;"><iframe style="position:absolute;top:0;right:0;left:0;bottom:0;width:100%;height:100%;" src="https://www.ispot.tv/share/AMAy" frameborder="0" scrolling="no" allowfullscreen=""></iframe></div>

 

9. Taltz

Movement: Not in top 10 last month

What is it? Eli Lilly’s IL-17A psoriasis treatment

Total estimated spending $10.1M

Number of spots: 3

Biggest-ticket ad: “Close to the People You Love” (est. $6.5M)

 

<div style="position:relative;width:100%;padding-top:56.25%;padding-bottom:40px;"><iframe style="position:absolute;top:0;right:0;left:0;bottom:0;width:100%;height:100%;" src="https://www.ispot.tv/share/ANXn" frameborder="0" scrolling="no" allowfullscreen=""></iframe></div>

 

10. Trulicity

Movement: Not in top 10 last month

What is it?  Eli Lilly’s GLP-1 diabetes drug

Total estimated spending $9.1M

Number of spots: 2

Biggest-ticket ad: “Restoration” (est. $5.1M)

 

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