Roche's Ocrevus, GSK's Dovato ads top November TV spending charts—behind Humira, of course

People watching TV illustration
TV viewers saw more Ocrevus and Dovato ads last month thanks to increased spending Roche and GSK, respectively. (Pixabay)

Television ad spending by Roche’s Ocrevus and GlaxoSmithKline’s Dovato lept up the pharma spend chart for November, coming in second and third respectively to perennial No. 1 AbbVie’s Humira.

Both drug brands soared on new campaigns. In Roche’s first DTC campaign for multiple sclerosis treatment Ocrevus, the TV ad targets millennials with more than 10 real patients in the spot called “Dear MS.”

GSK also began its first DTC campaign for two-in-one pill Dovato for HIV treatment this fall, featuring three real HIV patient ambassadors in the TV ad.

AbbVie’s Humira remained in the No. 1 spot with more than double the spending, at $37.6 million, of the next closest pharma contender, Ocrevus. With just one month to go, Humira looks to easily repeat as the top-spending pharma brand on TV.

Meanwhile, AbbVie's Skyrizi, Novo Nordisk's Ozempic and Eli Lilly's Trulicity remained solid middle-of-the-pack TV spenders for the month.

Total spending for the top ten TV pharma brands in November dipped to $158 million—down from $165 million in October, but up from $150 million in September.

1. Humira
Movement:
Stayed same
What is it? AbbVie anti-inflammatory drug
Total estimated spending: $37.6 million (down from $46.7 million in October)
Number of spots: Six (Three for arthritis, two for ulcerative colitis/Crohn's, one for psoriasis)
Biggest-ticket ad: “Body of Proof: Drums” (est. $12.8 million)


2. Ocrevus
Movement:
Not on list last month
What is it? Roche multiple sclerosis drug
Total estimated spending: $17.6 million
Number of spots: One
Biggest-ticket ad: “Dear MS"


3. Dovato
Movement:
Up from No. 8 last month
What is it? GSK two-in-one HIV pill Dovato
Total estimated spending: $16.6 million (up from $11.6 million last month)
Number of spots: One
Biggest-ticket ad: “LáDeia"


4. Ozempic
Movement:
Up from No. 5 last month
What is it? Novo Nordisk GLP-1 diabetes med
Total estimated spending: $15 million (up from $13.7 million in October)
Number of spots: One
Biggest-ticket ad: “Minigolf: Oh, Ozempic!”


5. Skyrizi
Movement:
Down from No. 4 last month
What is it? AbbVie next-gen psoriasis biologic
Total estimated spending: $13.6 million (down from $14.5 million in October)
Number of spots: Two
Biggest-ticket ad: “Nothing is Everything” (est. $12.5 million)


6. Trulicity
Movement:
Stayed same
What is it? Eli Lilly GLP-1 diabetes drug
Total estimated spending: $12.8 million (down from $13.67 million in October)
Number of spots: Three
Biggest-ticket ad: “Power: Picnic” (est. $6.8 million)


7. Xeljanz
Movement:
Not on list last month
What is it? Pfizer rheumatoid arthritis med
Total estimated spending: $12.6 million
Number of spots: Two
Biggest-ticket ad: "Needles: Sea Urchin" (est. $8.3 million)


8. Latuda
Movement:
Down from No. 3 last month
What is it? Sunovion Pharmaceutical anti-psychotic
Total estimated spending: $11.6 million (down from $14.7 million in October)
Number of spots: One
Biggest-ticket ad: “Lauren's Story: My Mom is Sad"


9. Cosentyx
Movement:
Not on list last month
What is it? Novartis next-gen psoriasis medication
Total estimated spending: $10.9 million
Number of spots: Seven
Biggest-ticket ad: "Watch Me" (est. $3.4 million)


10. Enbrel
Movement:
Not on list last month
What is it? Amgen TNF inhibitor to treat autoimmune diseases
Total estimated spending: $9.5 million
Number of spots: One
Biggest-ticket ad: "Leah"
 

 

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