UCB’s immunology drug Bimzelx has once again become the highest ranked drug in iSpot.TV’s pharma ad spending league as it topped the charts for September.
The Belgian pharma’s med took no. 1 position as iSpot.TV has, as of September, started adding streaming data—as well as traditional linear TV—to its monthly analysis.
This is because streaming is increasingly important to drug marketers—and thus for drugmakers’ wallets. UCB spent a total of $56.9 million in Bimzelx ads last month, with that split across 53.85% for streaming and 46.15% in linear.
UCB also took the spot with its immunology therapy in August, although this only counted linear TV promotion, where the company spent $31.2 million at the time.
Eli Lilly’s recently launched obesity drug Foundayo saw a major jump in September, too, where it has not typically been troubling the top 10, coming in second place. The pharma giant spent $52.5 million on the drug in total, but this was heavily skewed (63.05% of spend) to streaming compared to Lilly's outlay of 36.95% on linear.
A familiar face in AbbVie’s immunology therapy Skyrizi came in third position, with the company spending $44.7 million altogether. This was, unlike the top two, split in favor of traditional TV ads, with 33.84% spent on streaming and 66.16% linear.
It was a similar story for AbbVie's second immunology drug Rinvoq, coming in fourth place, with a $40.7 million spending total split 31.91% on streaming and 68.09% on linear.
In fifth and down two spots was Johnson & Johnson’s immunology drug Tremfya, which in the first half of the year had been vying with Skyrizi as the drug with the highest ad spend.
Spend on Tremfya was only around $400,000 less than Rinvoq for the period, though the majority of this (73.75%) was spent on linear ads.
Novo’s obesity drug Wegovy jumped back into the top 10 in September in sixth place, while Johnson & Johnson’s atypical antipsychotic drug Caplyta fell two spots to seventh.
J&J also saw its new oral moderate-to-severe plaque psoriasis drug Icotyde fall two spots down to eighth place with $33.1 million total in spend.
Eli Lilly’s injectable obesity drug Zepbound, not in the top 10 in August, rose up to ninth last month with 81.71% of its total spend of $24.3 million earmarked for linear ads.
In tenth place, as it was in August, was AbbVie’s neurology drug Vraylar, with $22.3 million spend across streaming and linear.
Check out the top 10 below.
1. Bimzelx
Movement: No movement
What is it? UCB’s immunology drug
Est. cross-platform TV ad spend: $56.9 million total (53.85% streaming / 46.15% linear)
- Hidradenitis Suppurativa: $15.3 million total (61.43% streaming / 38.57% linear)
- Psoriasis: $24.9 million total (39.74% streaming / 60.26% linear)
- Psoriatic arthritis: $16.7 million total (67.96% streaming / 32.04% linear)
Top linear TV network by linear spend SOV: CBS (26.42%)
Top linear TV program by linear spend SOV: NFL (23.21%)
Number of linear spots: Eight (three psoriasis, two Hidradenitis Suppurativa, three psoriatic arthritis)
Biggest-ticket ad (by linear TV ad spend): 'I'm Back: Showing Out' (est. $9.5 million)
2. Foundayo
Movement: Not on top ten in August
What is it? Eli Lilly’s obesity pill
Est. cross-platform TV ad spend: $52.5 million total (63.05% streaming / 36.95% linear)
Top linear TV network by linear spend SOV: NBC (44.84%)
Top linear TV program by linear spend SOV: NFL (47.72%)
Number of linear spots: Seven
Biggest-ticket ad (by linear TV ad spend): 'Weight Management: Martha's House Rules' (est. $16.2 million)
3. Skyrizi
Movement: Down 1 spot
What is it? AbbVie’s immunology therapy Skyrizi
Est. cross-platform TV ad spend: $44.7 million total (33.84% streaming / 66.16% linear)
- Crohn's/UC: $21.9 million total (32.25% streaming / 67.75% linear)
- Psoriasis: $19.4 million total (37.45% streaming / 62.55% linear)
- Psoriatic arthritis: $3.4 million total (23.44% streaming / 76.56% linear)
Top linear TV network by linear spend SOV: NBC (25.46%)
Top linear TV program by linear spend SOV: America’s Got Talent (5.24%)
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. $7.4 million)
4. Rinvoq
Movement: No movement
What is it? AbbVie’s JAK immunology drug
Est. cross-platform TV ad spend: $40.7 million total (31.91% streaming / 68.09% linear)
- Arthritis: $13.4 million total (28.83% streaming / 71.17% linear)
- Eczema: $9 million total (28.81% streaming / 71.19% linear)
- UC/Crohn's: $14 million total (16.07% streaming / 83.93% linear)
- AS: $4.3 million total (100% streaming)
Top linear TV network by spend SOV: NBC (33.04%)
Top linear TV program by spend SOV: NFL (6.14%)
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. $11.7 million)
5. Tremfya
Movement: Down 2 spots
What is it? Johnson & Johnson’s immunology drug
Est. cross-platform TV ad spend: $40.3 million total (26.25% streaming / 73.75% linear)
- Psoriasis: $976K total (42.36% streaming / 57.64% linear)
- Psoriatic arthritis: $10.7 million total (14.89% streaming / 85.11% linear)
- UC/Crohn’s: $28.6 million total (29.94% streaming / 70.06% linear)
Top linear TV network by linear spend SOV: Fox (20.40%)
Top linear TV program by linear spend SOV: NFL (18.66%)
Number of linear spots: Five (one psoriasis, one Crohn’s/UC, three psoriatic arthritis) Biggest-ticket ad (by linear TV ad spend): 'Relentless Weed’ (est. $20 million)
6. Wegovy
Movement: Not in top 10 for August
What is it? Novo’s obesity drug
Est. cross-platform TV ad spend:$37.7 million total (53.82% streaming / 46.18% linear)
Top linear TV network by linear spend SOV: NBC (42.00%)
Top linear TV program by linear spend SOV: NFL (75.74%)
Number of linear spots: Three
Biggest-ticket ad (by linear TV ad spend): 'Game Plan’ (est. $13.4 million)
7. Caplyta
Movement: Down 2 spots
What is it? Johnson & Johnson’s atypical antipsychotic drug
Est. cross-platform TV ad spend: $34.6 million total (39.42% streaming / 60.58% linear)
- Bipolar: $17.7 million total (55.55% streaming / 44.45% linear)
- MDD: $16.9 million total (22.55% streaming / 77.45% linear)
Top linear TV network by linear spend SOV: Fox (21.15%)
Top linear TV program by linear spend SOV: NFL (15.25%)
Number of linear spots: Three (two MDD, one bipolar)
Biggest-ticket ad (by linear TV ad spend): 'Let in the Lyte: More of the Lyte' (est. $8.8 million)
8. Icotyde
Movement: Down 2 spots
What is it? J&J’s oral moderate-to-severe plaque psoriasis drug
Est. cross-platform TV ad spend: $33.1 million total (38.39% streaming / 61.61% linear)
Top linear TV network by linear spend SOV: NBC (18.84%)
Top linear TV program by linear spend SOV: NFL (21.55%)
Number of linear spots: One
Biggest-ticket ad (by linear TV ad spend): 'Unbelievable' (est. $20.4 million)
9. Zepbound
Movement: Not on top 10 in August
What is it? Eli Lilly’s obesity drug
Est. cross-platform TV ad spend: $24.3 million total (18.29% streaming / 81.71% linear)
Top linear TV network by linear spend SOV: ABC (25.26%)
Top linear TV program by linear spend SOV: NFL (37.07%)
Number of linear spots: Eight
Biggest-ticket ad (by linear TV ad spend): 'Shaquille Behind the Scenes' (est. $11.1 million)
10. Vraylar
Movement: No movement
What is it? AbbVie’s neurology drug
Est. cross-platform TV ad spend: $22.3 million total (42.28% streaming / 57.72% linear)
- Bipolar: $6.8 million total (60.55% streaming / 39.45% linear)
- Depression: $15.5 million total (34.26% streaming / 65.74% linear)
Top linear TV network by linear spend SOV: CBS (16.20%)
Top linear TV program by linear spend SOV: Today (6.16%)
Number of linear spots: Four (one bipolar, three depression)
Biggest-ticket ad (by linear TV ad spend): 'Jane's Head' (est. $6.1 million)