With a month left to go, pharma's $3.2B TV ad spending has already topped 2016

TV and advertising graphic
Pharma TV ad spending for 2017 has already bested full-year 2016 totals, with one month left to go.

With one month still to go, 2017 is already a record-breaking year for pharma advertising. TV ad spending totaled $3.2 billion through the end of November, according to data from real-time TV ad tracker iSpot.tv. That’s well ahead of the full-year 2016 TV spend of $3.11 billion.

The record comes even after a fairly low spending month in November when the top 10 pharma brands spent just $159 million on TV ads, a big drop from $199 million spent in October.

RELATED: Humira back on top of TV spending list for October, ahead of Lyrica and Victoza

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For November, AbbVie’s Humira was in its usual top position, although its spending dropped by more than $10 million from October. Pfizer and Bristol-Myers Squibb's anticoagulant Eliquis rejoined the spending list at No. 2, followed by Novo Nordisk’s Victoza and Pfizer’s Xeljanz in the same positions as the previous month, but with lowered spending for both.

RELATED: Top 20 pharma brands dropped more than $2B on national TV ads last year

Joining the top 10 spenders for the month was Pfizer’s pneumococcal vaccine Prevnar 13, which debuted a new TV commercial in October and has been ramping up spending since then.

1. Humira
Movement: Stayed same
What is it? AbbVie anti-inflammatory drug
Total estimated spending: $29.1 million (down from $40.4 million in October)
Number of spots: 10 (Three for arthritis, four for ulcerative colitis/Crohn's, three for psoriasis)
Biggest-ticket ad: “Body of Proof” (est. $7.1 million)

2. Eliquis
Movement: Not on list in October
What is it? Pfizer and Bristol-Myers Squibb next-gen anticoagulant
Total estimated spending: $17.9 million
Number of spots: Three
Biggest-ticket ad: “No Matter Where I Ride” (est. $6.6 million)

3. Victoza
Movement: Stayed same
What is it? Novo Nordisk GLP-1 diabetes drug
Total estimated spending: $17.8 million (down from $21.8 million in October)
Number of spots: One
Biggest-ticket ad: “Cardiovascular Disease”

4. Xeljanz XR
Movement: Stayed same
What is it? Pfizer oral rheumatoid arthritis therapy
Total estimated spending: $16.5 million (down from $19.9 million in October)
Number of spots: Three
Biggest-ticket ad: “Vinyl Collection” (est. $8.3 million)

5. Xarelto
Movement: Up from No. 9
What is it? Johnson & Johnson next-gen anticoagulant
Total estimated spending: $16 million (up from $14.4 million in October)
Number of spots: Two
Biggest-ticket ad: “Most Challenging Opponent” (est. $11.3 million)

6. Lyrica
Movement: Down from No. 2
What is it? Pfizer seizure and pain drug
Total estimated spending: $15.2 million (down from $23.7 million in October)
Number of spots: Four
Biggest-ticket ad: “Babysitter” (est. $4.6 million)

7. Prevnar 13
Movement: Not on list last month
What is it? Pfizer's pneumococcal pneumonia vaccine
Total estimated spending: $12.6 million
Number of spots: Two
Biggest-ticket ad: “Increased Risk” (est. $11.1 million)

8. Keytruda
Movement: Stayed same
What is it? Merck’s PD-1 cancer fighter
Total estimated spending: $12.5 million (down from $14.7 million in October)
Number of spots: One
Biggest-ticket ad: “It’s TRU: Donna’s story”

9. Trulicity 
Movement: Not on list last month
What is it? Eli Lilly GLP-1 diabetes drug
Total estimated spending: $10.7 million
Number of spots: Two
Biggest-ticket ad: “I Can Do More” (est. $6.2 million)

10. Cosentyx
Movement: Down from No. 5
What is it? Novartis next-gen psoriasis medication
Total estimated spending: $10.3 million (down from $18.5 million in October)
Number of spots: Two
Biggest-ticket ad: “Watch Me” (est. $6.2 million)