Sanofi, Regeneron's Dupixent tops TV spending again, with AbbVie's Rinvoq close behind

watching TV
August pharma TV ad spenders included back-on-the-list AbbVie's Botox with a new migraine commercial. (Getty Images)

Summer ended much as it began for pharma TV ad spending—Sanofi and Regeneron’s anti-inflammatory med Dupixent remains in the top spot.

Meanwhile, the perennial No. 1 it displaced—AbbVie's blockbuster Humira—continues to spend in the middle of the pack, while sibling next-gen brand Rinvoq continued its TV commercial pace in second place.

Call it dog days, or too many outdoor activities to watch TV, but eight of the top 10 spending brands on the August list kept close pace with July spending.

Back on the list was Botox with ads for both migraine and aesthetic use. Botox got a boost from a new migraine ad that asks, and answers, potential questions people have about the neurotoxin’s use for migraine.

Botox’s August-launched ad comes as the migraine market for acute and preventive care heats up with Biohaven’s Nurtec ODT, which nabbed a dual indication for both uses, and AbbVie’s Ubrelvy for acute migraine battles for share, too. Each brand spent just under $5 million on national TV ads in August—not enough to make the list, but not insignificant media buys.

Overall, August pharma spending held steady with $131 million spent on national TV by the top 10, on par with July top spenders at $130 million and $134 million in June.

1. Dupixent
Movement: Stayed same
What is it? Regeneron and Sanofi IL-4 and IL-13 anti-inflammatory
Total estimated spending: $20.7 million (same as $20.7 million in July)
Number of spots: Five (Two for atopic dermatitis, three for asthma)
Biggest-ticket ad: “One Step Ahead” (est. $7.1 million)

2. Rinvoq
Movement: Stayed same
What is it? AbbVie JAK inhibitor to treat rheumatoid arthritis
Total estimated spending: $19.9 million (down from $20.7 million in July)
Number of spots: Three
Biggest-ticket ad: “Your Mission: Motorcycle” (est. $10.9 million)

3. Rybelsus
Movement: Stayed same
What is it? Novo Nordisk oral GLP-1 diabetes med
Total estimated spending: $19.3 million (up from $17.8 million in July)
Number of spots: Three
Biggest-ticket ad: “Waking Up: Possible” (est. $16.3 million)

4. Ozempic
Movement: Up from No. 7
What is it? Novo Nordisk GLP-1 diabetes med
Total estimated spending: $14.6 million (up from $12.4 million in July)
Number of spots: One
Biggest-ticket ad: “Pickleball”

5. Humira
Movement: Up from No. 6
What is it? AbbVie anti-inflammatory drug
Total estimated spending: $11.6 million (up from $10.5 million in July)
Number of spots: Two
Biggest-ticket ad: “Recording Studio” (est. $5.9 million)

6. Trulicity
Movement: Up from No. 9
What is it? Eli Lilly GLP-1 diabetes drug
Total estimated spending: $11.1 million (down from $9.3 million in July)
Number of spots: Six
Biggest-ticket ad: “The Choices You Make” (est. $7.6 million)

7. Verzenio
Movement: Stayed same
What is it? Eli Lilly metastatic breast cancer treatment
Total estimated spending: $9.3 million (down from $9.7 million in July)
Number of spots: Four
Biggest-ticket ad: “All the Time in the World” (est. $7.5 million)

8. Jardiance
Movement: Not on list last month
What is it? Eli Lilly and Boehringer Ingelheim SGLT2 diabetes treatment
Total estimated spending: $8.7 million
Number of spots: Three
Biggest-ticket ad: “Meet the People: On it” (est. $7.8 million)

9. Tepezza
Movement: Up from No. 10
What is it? Horizon Therapeutics thyroid eye disease treatment
Total estimated spending: $8.2 million (up from $8.1 million in July)
Number of spots: One
Biggest-ticket ad: “Jeanne”

10. Botox
Movement: Not on list last month
What is it? AbbVie neurotoxin treatment for migraine and aesthetic use
Total estimated spending: $7.8 million
Number of spots: Five (Two for migraine and three for aesthetics)
Biggest-ticket ad: “Questions” (est. $3 million)