UCB’s immunology drug Bimzelx has topped the pharma drug ad spending charts for the third month in a row.
That’s according to the latest data for October’s streaming and linear TV rankings shared with Fierce by iSpot.TV.
UCB, which has stormed up the rankings in recent months thanks in part to higher overall spending and iSpot.TV’s new focus on streaming ad dollars, shelled out $66.2 million on Bimzelx ads in October.
This put it firmly in first place, with 57.42% of spending going toward streaming and 42.58% toward linear TV.
Its nearest rival in second place was Johnson & Johnson’s immunology drug Tremfya, up three spots from its September ranking, with spending hitting $42.1 million, though most of that (76.87%) went toward traditional linear TV.
AbbVie’s immunology therapy Skyrizi held steady in third place, with a similar breakdown to J&J. Of its $40.7 million in total spending, most (73.59%) went toward linear TV.
AbbVie’s second blockbuster immunology drug, Rinvoq, also held steady in fourth place, with $31.5 million in spending and most of that (more than 80%) going toward linear TV.
Eli Lilly’s obesity drug Zepbound jumped four places to reach fifth place in October, while its new oral obesity drug Foundayo fell four spots to sixth place.
In an unusual move, AbbVie landed in seventh place with its Botox injection, an unfamiliar sight in these rankings. The company spent $22.9 million in total, split between ads for Botox's migraine and aesthetic indications, including frown lines.
Another unusual entrant was Amgen’s autoimmune therapy Uplizna, which was absent from September’s rankings and has rarely appeared on these lists. The drug reached eighth place in October, with $21.7 million in spending and a huge 94.6% of that going toward streaming.
Johnson & Johnson’s atypical antipsychotic drug Caplyta fell two spots to ninth, while Sanofi and Regeneron’s megablockbuster immunology drug Dupixent rounded out the top 10 with $17.8 million in total spending after being absent from September’s rankings.
Check out the top 10 from iSpot.TV below.
1. Bimzelx
Movement: No change
What is it? UCB’s immunology drug
Est. cross-platform TV ad spend: $66.2 million total (57.42% streaming / 42.58% linear)
- Hidradenitis Suppurativa: $40.9 million total (65.72% streaming / 34.28% linear)
- Psoriatic Arthritis: $13 million total (40.15% streaming / 59.85% linear)
- Psoriasis: $12.3 million total (48.03% streaming / 51.97% linear)
Top linear TV network by spend SOV: NBC (25.39%)
Top linear TV program by spend SOV: NFL (13.17%)
Number of linear spots: Eight (three psoriasis, two Hidradenitis Suppurativa, three psoriatic arthritis)
Biggest-ticket ad (by linear TV ad spend): 'I'm Back' (est. $9.7 million)
2. Tremfya
Movement: Up three spots
What is it? Johnson & Johnson’s immunology drug
Est. cross-platform TV ad spend: $42.1 million total (23.13% streaming / 76.87% linear)
- UC/Crohn’s Disease: $27.9 million total (14.20% streaming / 85.80% linear)
- Psoriatic Arthritis: $10.1 million total (25.57% streaming / 74.43% linear)
- Psoriasis: $4.1 million total (78.43% streaming / 21.57% linear)
Top linear TV network by spend SOV: NBC (21.99%)
Top linear TV program by spend SOV: NFL (36.73%)
Number of linear spots: Six (one psoriasis, two Crohn’s/UC, three psoriatic arthritis).
Biggest-ticket ad (by linear TV ad spend): 'Relentless Weed: Running’ (est. $20.8 million)
3. Skyrizi
Movement: No change
What is it? AbbVie’s immunology therapy Skyrizi
Est. cross-platform TV ad spend: $40.7 million total (26.41% streaming / 73.59% linear)
- Psoriasis: $18.3 million total (30.96% streaming / 69.04% linear)
- Crohn’s/UC: $16.7 million total (17.67% streaming / 82.33% linear)
- Psoriatic Arthritis: $5.8 million total (37.28% streaming / 62.72% linear)
Top linear TV network by spend SOV: NBC (16.32%)
Top linear TV program by spend SOV: NFL (17.85%)
Number of linear spots: Seven (three psoriasis, three Crohn’s/UC, one psoriatic arthritis)
Biggest-ticket ad (by linear TV ad spend): ‘Ready for the Moment’ (est. $8.5 million)
4. Rinvoq
Movement: No change
What is it? AbbVie’s JAK immunology drug
Est. cross-platform TV ad spend: $31.5 million total (19.14% streaming / 80.86% linear)
- UC/Crohn’s: $13.6 million total (17.96% streaming / 82.04% linear)
- Eczema: $8.8 million total (18.95% streaming / 81.05% linear)
- Arthritis: $8.5 million total (15.19% streaming / 84.81% linear)
- AS: $634K total (100.00% streaming)
Top linear TV network by spend SOV: NBC (20.84%)
Top linear TV program by spend SOV: The Voice (7.00%)
Number of linear spots: Four (one arthritis, two eczema, one UC/Crohn's disease)
Biggest-ticket ad (by linear TV ad spend): 'Classic Car, Tennis and Fire Station' (est. $11.1 million)
5. Zepbound
Movement: Up four spots
What is it? Eli Lilly’s obesity drug
Est. cross-platform TV ad spend: $26.9 million total (17.12% streaming / 82.88% linear)
Top linear TV network by spend SOV: CBS (28.93%)
Top linear TV program by spend SOV: NFL (45.67%)
Number of linear spots: Four
Biggest-ticket ad (by linear TV ad spend): 'Medicare Open Doors’ (est. $14.1 million)
6. Foundayo
Movement: Down four spots
What is it? Eli Lilly’s oral obesity drug
Est. cross-platform TV ad spend: $25.3 million total (46.50% streaming / 53.50% linear)
Top linear TV network by spend SOV: Fox (25.46%)
Top linear TV program by spend SOV: NFL (29.77%)
Number of linear spots: Six
Biggest-ticket ad (by linear TV ad spend): 'Weight Management: Martha's House Rules' (est. $9.4 million)
7. Botox
Movement: Not listed last month
What is it? AbbVie’s aesthetics and medical use injection
Est. cross-platform TV ad spend: $22.9 million total (36.56% streaming / 63.44% linear)
- Migraine: $12 million total (18.75% streaming / 81.25% linear)
- Cosmetic: $10.9 million total (56.27% streaming / 43.73% linear)
Top linear TV network by spend SOV: Fox (9.97%)
Top linear TV program by spend SOV: MLB (9.87%)
Number of linear spots: Seven (two migraine, five cosmetic)
Biggest-ticket ad (by linear TV ad spend): 'Spectator' (est. $5 million)
8. Uplizna
Movement: Not listed last month
What is it? Amgen’s autoimmune therapy
Est. cross-platform TV ad spend: $21.7 million total (94.60% streaming / 5.40% linear)
Top linear TV network by spend SOV: CBS (23.67%)
Top linear TV program by spend SOV: Survivor (18.47%)
Number of linear spots: One
Biggest-ticket ad (by linear TV ad spend): 'Plans' (est. $1.2 million)
9. Caplyta
Movement: Down two spots
What is it? Johnson & Johnson’s atypical antipsychotic drug
Est. cross-platform TV ad spend: $19.1 million total (13.13% streaming / 86.87% linear)
- MDD: $11.7 million total (6.43% streaming / 93.57% linear)
- Bipolar: $7.4 million total (23.81% streaming / 76.19% linear)
Top linear TV network by spend SOV: NBC (22.79%)
Top linear TV program by spend SOV: NFL (16.82%)
Number of linear spots: Four (two MDD, two bipolar)
Biggest-ticket ad (by linear TV ad spend): 'Missing Out' (est. $5.6 million)
10. Dupixent
Movement: Not listed last month
What is it? Sanofi and Regeneron’s immunology drug
Est. cross-platform TV ad spend: $17.8 million total (24.23% streaming / 75.77% linear)
- Eczema: $10.2 million total (14.02% streaming / 85.98% linear)
- Asthma/COPD: $6.6 million total (28.53% streaming / 71.47% linear)
- Gastrointestinal: $1.1 million total (96.24% streaming / 3.76% linear)
Top linear TV network by spend SOV: NBC (34.29%)
Top linear TV program by spend SOV: NFL (35.43%)
Number of linear spots: Ten (three gastrointestinal, three asthma/COPD, four eczema)
Biggest-ticket ad (by linear TV ad spend): 'Volleyball' (est. $4.7 million)