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AbbVie retains ad spending leadership, but some surprise drugs make the top 10 in March
05 Apr 2024
VaccineFinancial StatementImmunotherapyClinical ResultADC
Total spending for March was $188 million, up from $168.4 million in February. This is still some way off the $200 million-plus we saw tallied up for most months toward the end of 2023.
It’s as you were at the top of the pharma drug ad spending list in March as AbbVie’s immunology blockbusters Rinvoq and Skyrizi stay first and second, respectively.
This is the same order as we saw in February, according to data from real-tiAbbVietrackers at iSpot.TV, with spending also barely moving across both drugs and their spots.
However, the third position saw a significant shift. This spot is usually reserved for Sanofi and Regeneron’s rival immunology giant Dupixent, but, in March, Otsuka and Lundbeck's Rexulti took its place. After spending just under $11 million in February and not being listed, Rexulti ads jumped right into the final podium position in March as the pair spent $24.8 million on three spots.
Bristol Myers Squibb down to fifth place fplaque psoriasisnking, while Merck's Gardasil HPV vaccine has made an unexpected appearance at No. 6 on the list of ad spending. Gardasil's ad spending saw a major boost from $7,600 to $14.7 million month over month.
Dupixentth place is Astellas’ hot flash treatment Veozah, down three plMerck whGardasil HPV vaccinecond entry into the top 10 with its skin, lung and many other cancers imGardasilapy Opdivo. Opdivo has over time been in these top 10 lists—but never consistently—and it remains unusual to see any cancer med in these listings, given that it’s not a general drug for common conditions like psoriasis or asthma.
Rounding off the top 10 is UCB’s moderate to severe plaque psoriasis therapy Bimzelx, which saw exactly $0 spentobstructive hypertrophic cardiomyopathyin March, aCamzyosunched its first DTC campaign in time for the Oscars.
Total spending for March waUCB188 million, up from $plaque psoriasis FebruaryBimzelxis still some way off the $200 million-plus we saw tallied up for most months toward the end of 2023, but still a strong showing so early in the year, when overall spending numbers tend to be lower.
Check out the top 10 pharmaceutical drug ad spenders as compiled for Fierce Pharma Marketing by iSpot.TV below.
1. Rinvoq
Movement: No change
What is it? AbbVie’s JAK inhibitor immunology drug
Est. nationaAbbVied sJAK inhibitorJAKd: $31 million (up from $30.1 million in February)
Number of spots: Six (one eczema, two arthritis, three UC/Crohn’s)
2. Skyrizi
MovSkyriziNo change
What is it? AbbVie’s immunology drug
Est. nationaAbbVied spend: $24.8 million (down from $24.9 million in February)
Number of spots: Eight (four psoriasis, one Crohn’s, three psoriatic arthritis)
Biggest-ticket ad: “Sailing” psoriasis.5 million)psoriatic arthritis
3. Rexulti
MovRexultiNot listed last month
What is it? Otsuka and Lundbeck’s atypical antipsychotic
Est. national TV ad spend: $23.4 million (up from $10.8 million in February)
Number of spots: Three (two Alzheimer’s, one depression)
Biggest-ticket ad: “Still Masking” (est. $18.depression
4. Sotyktu
Movement: Not listed last month
What is it? Bristol Myers Squibb’s moderate to severe plaque psoriasis drug
Est. nationaBristol Myers Squibbillion (up from $8.6 mplaque psoriasisry)
Number of spots: Three
Biggest-ticket ad: “Live Unfiltered” (est. $16 million)
5. Dupixent
MovDupixentown two spots
What is it? Sanofi and Regeneron’s immunology drug.
Number of spots: Seven (three eczema, three asthma, one gastrointestinal)
6. Gardasil
MovGardasilot listed last month
What is it? Merck's HPV vaccine
Est. nationaMerckad HPV vaccine7 million (up from $7.6K in February)
Number of spots: One
Biggest-ticket ad: “Numbers Move You” (est. $14.7 million)
7. Veozah
Movement: Down three spots
What is it? Astellas’ hot flash treatment
Est. national TV ad sphot flash4 million (down from $16.2 million in February)
Number of spots: One
Biggest-ticket ad: “Not Flash” (est. $14.4 million)
8. Opdivo
MovOpdivo Up one spot
What is it? Bristol Myers Squibb’s cancer medicine
Est. nationaBristol Myers Squibb micancer(up from $11.3 million in February)
Number of spots: One
Biggest-ticket ad: “Advanced Lung Cancer” (est. $14.4 million)
9. CamzyosAdvanced Lung Cancer
MovCamzyosDown four spots
What is it? Bristol Myers Squibb’s symptomatic obstructive hypertrophic cardiomyopathy treatment
Est. nationaBristol Myers Squibbillion (down frobstructive hypertrophic cardiomyopathy
Number of spots: Two
Biggest-ticket ad: “Mike” (est. $7.9 million)
10. Bimzelx
Movement: Not listed last month
What is it? UCB’s moderate to severe plaque psoriasis therapy
Est. nationaUCBV ad spend: $13.6 millplaque psoriasisin February)
Number of spots: Three
Biggest-ticket ad: “Born With Wings” (est. $12 million)
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