Home health remedies Pharma TV buys so far top last year’s $1B spend; AbbVie, Pfizer...

Pharma TV buys so far top last year’s $1B spend; AbbVie, Pfizer lead September

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Call it blockbuster TV ad spending. With three quarters down and one to go, national media buys are tracking ahead of last year. The top 10 brands dropped $1.19 billion through Sept. 30, according to data from real-time TV ad tracker iSpot.tv—and that’s a 12% increase over the $1.07 million spent so far last year.

Total spending across the 70 or so pharma brands that bought any national TV time this year also saw double-digit growth. Those brands together shelled out $2.81 billion, up 11% over last year.

Meanwhile, for the month of September, AbbVie’s Humira held on to No. 1, followed by Pfizer’s Lyrica and its Bristol-Myers Squibb-partnered Eliquis in second and third place. Pharma’s top 10 TV brands paid out $139 million in September, following the downward trajectory that’s been in place since the end of June.

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One newcomer to the list was Allergan’s antipsychotic Vraylar, which began TV ads in April with a “house of cards” metaphor for the manic side of bipolar disease. In September, it added a new commercial continuing the theme, this time featuring a man gardening in the middle of the night. As the camera pulls back, he’s shown working atop the same shaky house of cards.

Truvada jumped back on the list after a month off, with the same provocative “On the Pill” TV ad for the pre-exposure HIV prophylaxis indication that helped it make the list in July. Once again, the ad got a heavy rotation in September over a few weeks and then dropped off, according to iSpot’s data.

1. Humira
Movement:
Stayed same
What is it? AbbVie anti-inflammatory drug
Total estimated spending: $26.5 million (up from $25.9 million in August)
Number of spots: Seven (Three for arthritis, three for ulcerative colitis/Crohn’s, two for psoriasis)
Biggest-ticket ad: “Your Wake-Up Call ” for arthritis (est. $6.7 million)

2. Lyrica
Movement:
Stayed the same
What is it? Pfizer seizure and pain drug
Total estimated spending: $21.2 million (up from $20.6 million in August)
Number of spots: Six
Biggest-ticket ad: “Firefighter” (est. $6.9 million)

3. Eliquis
Movement: Up from No. 8
What is it? Pfizer and Bristol-Myers Squibb anticoagulant
Total estimated spending: $17.4 million (up from $9 million in August)
Number of spots: Two
Biggest-ticket ad: “Around the Corner” (est. $13.3 million)

4. Trulicity
Movement: Up from No. 5
What is it? Eli Lilly GLP-1 diabetes drug
Total estimated spending: $12.7 million (up from $14.9 million in August)
Number of spots: Three
Biggest-ticket ad: “Do More: Firefighter” (est. $12.4 million)

5. Xeljanz
Movement: Down from No. 3
What is it? Pfizer oral rheumatoid arthritis therapy
Total estimated spending: $12.1 million (down from $17.7 million in August)
Number of spots: Three
Biggest-ticket ad: “Cactus” (est. $5.2 million)

6. Truvada
Movement:
Not on list last month
What is it? Gilead’s HIV and PrEP drug
Total estimated spending: $10.44 million
Number of spots: One
Biggest-ticket ad: “On the Pill”

7. Vraylar
Movement:
Not on list last month
What is it? Allergan antipsychotic drug
Total estimated spending: $10.43 million
Number of spots: Three
Biggest-ticket ad: “Nighttime Yard Work” (est. $5.9 million)

8. Otezla
Movement:
Down from No. 7
What is it? Celgene’s oral treatment for plaque psoriasis
Total estimated spending: $9.8 million (up from $12.4 million in August)
Number of spots: One
Biggest-ticket ad: “Little Things Can Be a Big Deal”

[Editor’s Note: Ad not available on iSpot.tv by request of advertiser.]

9. Jardiance
Movement:
Up from No. 10
What is it? Eli Lilly and Boehringer Ingelheim SGLT2 diabetes treatment
Total estimated spending: $9.3 million (up from $8.7 million in August)
Number of spots: Two
Biggest-ticket ad: “What Matters to You” (est. $6.1 million)

10. Xarelto
Movement:
Down from No. 6
What is it? Johnson & Johnson next-gen anticoagulant
Total estimated spending: $9 million (down from $12.9 million in August)
Number of spots: Two
Biggest-ticket ad: “Selective” (est. $4.8 million)

 

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