In the pharma TV ad race, Dupixent and Humira are trading the top spending spots—again.
Sanofi and Regeneron’s asthma and eczema drug climbed back to No. 1 in May, while AbbVie’s blockbuster anti-inflammatory dropped again to second, according to data from real-time TV ad tracker iSpot.tv.
Humira was followed closely by Novo Nordisk's next-gen diabetes med, Rybelsus, which launched DTC advertising late last year. Its TV ads, with versions in English and Spanish, feature eye-catching animations and a hip, punk version of the song “You Are My Sunshine.”
Dupixent’s push to the top was aided by the debut of a new commercial in May. Real patients star in the ad, although they initially blend into the background—wearing a striped robe against a striped towel or a flowered jacket in front of a flowering bush, for instance. As one patient takes off her jacket, she says: “Hide my skin? Not me.”
Pfizer’s Xeljanz returned to the top 10 spending list along with Novo Nordisk’s Ozempic and its ongoing campaign with actor and Type 2 diabetes patient Billy Gardell. Pfizer ran three ads during the month for its oral rheumatoid arthritis med, including new creative that continues its long-running theme “Made for Better Things.”
Every brand in the top 10 spent at least $10 million in national media in May, according to iSpot. The total spending for the top 10 pharma TV advertisers was $140 million, down slightly from the $147 million and $148 million totals for April and March, respectively.
1. Dupixent
Movement: Up from No. 2
What is it? Regeneron and Sanofi IL-4 and IL-13 anti-inflammatory
Total estimated spending: $24.1 million (up from $20.2 million in April)
Number of spots: 10 (Six for atopic dermatitis, four for asthma)
Biggest-ticket ad: “One Step Ahead” (est. $9.3 million)
2. Humira
Movement: Down from No. 1
What is it? AbbVie anti-inflammatory drug
Total estimated spending: $17.5 million (down from $22.6 million in April)
Number of spots: Four (One for arthritis/psoriasis, three for ulcerative colitis/Crohn's)
Biggest-ticket ad: “Body of Proof: Drums” with COVID help message (est. $9 million)
3. Rybelsus
Movement: Stayed same
What is it? Novo Nordisk oral GLP-1 diabetes med
Total estimated spending: $17.4 million (down from $18.6 million in April)
Number of spots: Three
Biggest-ticket ad: “Wake Up to Possibilities” (est. $15.5 million)
4. Trulicity
Movement: Stayed same
What is it? Eli Lilly GLP-1 diabetes drug
Total estimated spending: $13.9 million (down from $14.7 million in April)
Number of spots: Three
Biggest-ticket ad: “On His Game” (est. $13.2 million)
5. Rinvoq
Movement: Stayed same
What is it? AbbVie JAK inhibitor to treat RA
Total estimated spending: $13 million (down from $13.3 million April)
Number of spots: Three
Biggest-ticket ad: “Your Mission: Motorcycle” (est. $12.8 million)
6. Rexulti
Movement: Up from No. 10
What is it? Otsuka and Lundbeck antipsychotic
Total estimated spending: $11.7 million (up from $11 million April)
Number of spots: Three
Biggest-ticket ad: “Masking” (est. $5.9 million)
7. Ozempic
Movement: Not on list last month
What is it? Novo Nordisk GLP-1 diabetes med
Total estimated spending: $11.1 million
Number of spots: One
Biggest-ticket ad: “My Zone”
8. Skyrizi
Movement: Down from No. 6
What is it? AbbVie IL-23 next-gen psoriasis treatment
Total estimated spending: $10.6 million (down from $12.2 million in April)
Number of spots: Two
Biggest-ticket ad: “Clear Skin” (est. $9.4 million)
9. Xeljanz
Movement: Not on list last month
What is it? Pfizer oral rheumatoid arthritis therapy
Total estimated spending: $10.3 million
Number of spots: Three
Biggest-ticket ad: “Morning Raking” (est. $3.7 million)
10. Jardiance
Movement: Down from No. 8
What is it? Eli Lilly and Boehringer Ingelheim SGLT2 diabetes treatment
Total estimated spending: $10.2 million (down from $11.4 million in April)
Number of spots: Five
Biggest-ticket ad: “Hot Air Balloon: Savings Card” (est. $5.7 million)