BMS' Opdivo jumps back into pharma's top 3 TV ad spenders for November

Opdivo
Bristol-Myers Squibb's cancer-fighter Opdivo moved up into the No. 3 spot on pharma's list of top TV ad spenders for November.

Opdivo is back—on pharma's list of top TV spenders, that is. Coming in at No. 3 for November with almost $21 million spent, according to real-time TV tracker iSpot.tv, the Bristol-Myers Squibb cancer-fighter hit its highest monthly total yet.

The most-run November ad, which describes Opdivo as the “most prescribed immunotherapy,” originally debuted in May and BMS shelled out $20.7 million in November on it, for a total of $54.9 million on TV airings so far, according to data from iSpot.tv. Opdivo has another ad airing that began last fall, and together the two ads total more than $111 million spent through last week, according to iSpot.

BMS faced considerable pushback after its Opdivo TV ads launched, most notably in an emotional and scathing critique in a New York Times op-ed piece written by the husband of a woman who died of lung cancer. He called the ads “misleading and exploitative,” with hundreds of readers writing in their agreement. Part of the problem, noted then, is that immuno-oncology drugs can be extremely effective, but they don’t work for every patient.

Whitepaper

Simplify and Accelerate Drug R&D With the MarkLogic Data Hub Service for Pharma R&D

Researchers are often unable to access the information they need. And, even when data does get consolidated, researchers find it difficult to sift through it all and make sense of it in order to confidently draw the right conclusions and share the right results. Discover how to quickly and easily find, synthesize, and share information—accelerating and improving R&D.

Retaining the top spot on our monthly TV spending list for November was AbbVie’s anti-inflammatory med Humira, with $27.5 million spent, followed by Pfizer’s Eliquis at $21 million.

The top 10 total for November was almost $170 million, down from $193 million in October.

1. Humira
Movement: Stayed same
What is it? AbbVie anti-inflammatory drug
Total estimated spending: $27.5M (down from $39.1M in Oct.)
Number of spots: 7 (3 for arthritis, 2 for ulcerative colitis/Crohn's, 2 for psoriasis)
Biggest-ticket ad: "Break the Silence” for Crohn’s/colitis (est. $9.1 M)

2. Eliquis
Movement: Up from No. 3
What is it? Pfizer and Bristol-Myers Squibb anticoagulant
Total estimated spending: $21M (up from $20.8M in Oct.)
Number of spots: 3
Biggest-ticket ad: "DVT and PE blood clots: Camping” (est. $11.4M)

3. Opdivo
Movement: Not on list in October
What is it? Bristol-Myers Squibb PD-1 cancer-fighter
Total estimated spending: $20.7M
Number of spots: 1
Biggest-ticket ad: “Most Prescribed Immunotherapy”

4. Viagra
Movement: Up from No. 6
What is it? Pfizer erectile dysfunction treatment
Total estimated spending: $17.5M (down from $17.8M in Oct.)
Number of spots: 3
Biggest-ticket ad: "Single Packs: Cruising" (est. $6.7M)

5. Cosentyx
Movement: Not on list in October
What is it? Novartis next-gen psoriasis medication
Total estimated spending: $17.4M
Number of spots: 1
Biggest-ticket ad: “See Me”

6. Lyrica
Movement: Down from No. 2
What is it? Pfizer seizure and pain drug
Total estimated spending: $15.8M (down from $29.6M in Oct.)
Number of spots: 6
Biggest-ticket ad: "Helping Others" (est. $5M)

7. Xeljanz XR
Movement: Up from No. 8
What is it? Pfizer oral rheumatoid arthritis therapy
Total estimated spending: $13.98M (down from $14.3M in Oct.)
Number of spots: 2
Biggest-ticket ad: "Better Things” (est. $13.96M)

8. Prevnar 13
Last month: Not on list in October
What is it? Pfizer pneumococcal pneumonia vaccine
Total estimated spending: $12M
Number of spots: 2
Biggest-ticket ad: "Scary” (est. $10.4M)

9. Cialis
Movement: Down from No. 5
What is it? Eli Lilly erectile dysfuntion treatment
Total estimated spending: $11.6M (down from $17.8M in Oct.)
Number of spots: 5
Biggest-ticket ad: "A Moment Turns Romantic" (est. $7.4 million)

10. Latuda
Movement: Down from No. 4
What is it? Sunovion Pharmaceutical anti-psychotic
Total estimated spending: $11.2 M (down from $18.1M in Oct.)
Number of spots: 2
Biggest-ticket ad: "Maya's Story" (est. $7.9M)

 

Suggested Articles

Roche's Perjeta is looking to build its case as an add-on treatment to standard-of-care Herceptin plus chemo in HER2-positive breast cancer patients.

At one point, Novartis even offered up $90 apiece for the inclisiran developer but would later say even $85 was too much, a securities filing shows.

Sanofi spent months hyping its Tuesday investor event, and new CEO Paul Hudson certainly laid out a different vision for the drugmaker at the confab.