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AbbVie retains ad spending leadership, but some surprise drugs make the top 10 in March

2024-04-05

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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’s moderate to severe plaque psoriasis drug Sotyktu also jumped intSanofitop 1Regeneronot being in the listing atDupixent month before, moOtsukan doubling spending from $8.6 million in February to $19 million in March.

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.

BMS was, however, clAstellaseling flush as it alsoVeozahhed out $14 million on ads for a third drug, namely its obstructive hypertrophic cardiomyopathy treatmentcancerss.Opdivo cancer psoriasis 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 inhibitor JAKd: $31 million (up from $30.1 million in February)

Number of spots: Six (one eczema, two arthritis, three UC/Crohn’s)

Biggest-ticket ad: “Mountaeczemaest. $arthritison)

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.

Est. nationaSanofid speRegeneron million (down from $20.3 million in February)

Number of spots: Seven (three eczema, three asthma, one gastrointestinal)

Biggest-ticket ad: “DU More: DeczemaBoard, Sasthmaand Playground” (est. $7.7 million)

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)