In the dynamic landscape of pharmaceutical advertising, Skyrizi has emerged as the frontrunner in the race for consumer attention. The treatment for Crohn’s disease, psoriasis, and psoriatic arthritis, jointly marketed by Boehringer Ingelheim and AbbVie, has clinched the top spot with an impressive 3.1 billion impressions and a commanding national TV ad expenditure of $45.6 million in October alone. This figure not only surpasses its competitors but also represents the zenith of spending among the top 10 pharma brands, as per the latest data from iSpot.tv.
Skyrizi’s advertising dominance is reflected in its 5.02% share of voice (SOV) for impressions during the month, with NBC delivering the highest network impressions SOV and ABC World News Tonight With David Muir being the top program for impressions SOV. This strategic placement underscores the brand’s commitment to reaching a broad audience through high-visibility platforms.
Trailing behind Skyrizi, Dupixent, a treatment for eczema and asthma from Sanofi and Regeneron, secured the second position. The brand, which led the pack in September, registered an impressions SOV of 4.84%, with 3 billion impressions and a national TV ad spend of $33.9 million.
Vicks maintained its third-place standing, aligning its marketing efforts with the onset of the cold and flu season. The brand’s impressions SOV stood at 3.89%, with 2.4 billion impressions and an $11.9 million ad spend, capitalizing on the high viewership of NFL broadcasts.
The top five was rounded out by Reckitt Benckiser’s Mucinex and Rexulti, a treatment for Alzheimer’s and depression from Otsuka Pharmaceutical and Lundbeck. The latter half of the top 10 list included notable brands such as Abbott’s Libre FreeStyle, AbbVie’s Rinvoq and Vraylar, Alka-Seltzer, and Breztri Aerosphere, with Alka-Seltzer allocating the least on national TV ads at $5.8 million for the month.
Notably absent from the list were previous contenders such as Claritin, Caplyto, and Astepro. This shift underscores the ever-changing nature of pharmaceutical marketing and the importance of maintaining a strong advertising presence.
The data also highlights the continued significance of live sports, particularly football, in pharma advertising strategies. NFL and college games have seen substantial year-over-year increases in TV ad impressions, with NFL games alone accounting for a 38% increase. Cassandra Arora, iSpot’s chief marketing officer, notes that the absence of many scripted shows this fall has amplified the focus on football, prompting pharma advertisers to adjust their ad placements to maximize reach.
