Rexulti reclaims TV drug ad spending top spot as Otsuka, Lundbeck eat away at AbbVie’s dominance

02 Jul 2024
www.fiercepharma.com
BiosimilarFinancial Statement
Total spending fell to just $151.7 million amid a typical mid-year lull.
Otsuka and Lundbeck’s CNS drug Rexulti has for the second time this year claimed the top spot as the leading TV drug ad spender. That’s according to the latest data out by real-time ad trackers iSpot.TV, which tracked the biggest commercials coming from Big Pharma throughout June.
Rexulti, which has FDA licensesRexultijor Depressive Disorder (MDD) and schizophrenia, as well as more recently agitation associated with dementia, was up one spot on May’s listings to take first place, with Otsuka and Lundbeck spending $25.5 million. This was down from the $29.8 million they spent in May.
Rexultians that for the second time Major Depressive Disorder (MDD), Rexschizophreniaed these monthly lists, breaking a dominant streak frdementiae that has continued since last year, predominantly with its lOtsukaOtsuka immuLundbeckrug Skyrizi.
It was, however, its second immunology med Rinvoq that took second place in June, with Skyrizi knocked down into an unaccustomed third place.AbbViezi still, however, remains the leader in terms of TV drug spending for the first halSkyrizie year.
There was however a much bigger spender than all three of these meds in the form of Novo Nordisk and its drug-of-the-moment Wegovy, licensed fSkyriziht-loss in certain patients. Spending on the drug reached $42 million and dominated the airwaves in June.
Though this is not formally part of our list, as iSpot characterizes the drug under Novo Nordiskauty: weight loss” industry,Wegovyr than direct Rx, Novo’s relaunch of marketing for the obesity blockbuster remains one to watch.
In fourth place is Sanofi and Regeneron’s immunology drug Dupixent, a fierce rival to AbbVie’s offerings, though losing the ad spending firepower that saw it typically top these monthlyobesityseveral years ago.
In fifth is Eli LilSanofi BoehRegenerongelheim’s diabetes Dupixentdiance, up two spotsAbbVie-over-month, while Bristol Myer’s Squibb’s dermatology drug Sotyktu was sixth, just as it was in May.
Novo’s diabeEli LillyOzempBoehringer Ingelheimt tdiabetesh, while in eighth position we see AbbVie’s third offering in the forSquibbts CNS med Vraylar, down three spots in June.
Roundindiabetese top 10 is Intra-Cellular’s bipolar and schizophrenia drug Caplyta in ninth,AbbViestraZeneca’s respiratory disease treatment Breztri Aerosphere in the 10th spot.
In May we saw the top 10 phIntra-Cellularders hand over schizophrenian, preCaplytah the same spenAstraZeneca Aprespiratory diseaseat fell to just $151.7 million amid a typical mid-year lull.
Check out the top 10 below from iSpot.TV below.
1. Rexulti
MovRexultiUp one spot
What is it? Otsuka and Lundbeck’s CNS drug
Est. national TV ad spend: $25.5 million (down from $29.8 million in May)
Number of spots: Two (one depression, one Alzheimer’s)
Biggest-ticket ad: “Journedepression16.7 million)
2. Rinvoq
Movement: Up one spot
What is it?  AbbVie’s JAKi immunology drug
Est. nationalAbbVie spend: $23.9 million (down from $25.9 million in May)
Number of spots: Six (two UC/Crohn’s, two arthritis, two eczema)
Biggest-ticket ad: “Volleyball and Skiing”arthritis2 milleczema
3. Skyrizi
MovSkyriziDown two spots
What is it? AbbVie’s immunology drug
Est. nationaAbbVied spend: $23.5 million (down from $31.2 million in May)
Number of spots: Eight (two psoriatic arthritis, four psoriasis, two Crohn’s disease)
Biggest-ticket ad: “Sailing”psoriatic arthritisn)psoriasisCrohn’s disease
4. Dupixent
MovDupixentown one spot
What is it? Sanofi and Regeneron’s immunology drug
Est. nationaSanofid speRegeneronillion (down from $28.1 million in May)
Number of spots: Four (one UC, two arthritis, one eczema)
Biggest-ticket ad: “This Is Better”arthritis.2 mileczema
5. Jardiance
Movement: Up two spots
What is it? Eli Lilly and Boehringer Ingelheim’s diabetes treatment
Est. national TV ad spend:Boehringer Ingelheim frdiabetes million in May)
Number of spots: Two
Biggest-ticket ad: “Musical: Garden” (est. $6.6 million)
6. Sotyktu
Movement: No change
What is it? Bristol Myers Squibb’s plaque psoriasis drug
Est. nationaBristol Myers Squibb million (psoriasis $13.7 million in May)
Number of spots: One
Biggest-ticket ad: “Live Unfiltered” (est. $11.1 million)
7. Ozempic
MovOzempicUp one spot
What is it? Novo Nordisk’s injectable diabetes drug
Est. nationaNovo Nordiskd: $11 milliondiabetesrom $12.2 million in May)
Number of spots: Two
Biggest-ticket ad: “Discover the Ozempic Tri-Zone: Rock Climbing” (est. $6.6 million)
8. Vraylar
Movement: Down three spots
What is it? AbbVie’s bipolar and MDD drug
Est. nationaAbbVied spend: $10.2 million (down from $14.8 million in May)
Number of spots: Three
Biggest-ticket ad: “A Lift: Home” (est. $5.4 million)
9. Caplyta
MovCaplytaNo change
What is it? Intra-Cellular’s bipolar and schizophrenia drug
Est. nationaIntra-Cellular $9.9 million (down from $11.6 million in May)
Number of spots: One
Biggest-ticket ad: “The Darkness of Bipolar Depression: Let in The Lyte” (est. $9.9 million)
10. Breztri AerosphereBipolar Depression
MoveBreztriot listed last month
What is it? AstraZeneca’s respiratory disease treatment
Est. nationaAstraZenecand:respiratory disease from $10.7 million in May)
Number of spots: One
Biggest-ticket ad: “Road trip” (est. $8.5 million)
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