Top 10 US pharma advertising spenders, September 2015
pharmafile | October 16, 2015 | Feature | Medical Communications, Sales and Marketing |Â Â Â
As a new study from TV advertising metrics company iSpot reveals the top 40 pharma companies spent $231 million on TV advertising in September alone and aired more than 91,000 adverts, we see who made the top 10 in marketing extravagance, and which of their drugs received the largest pushes.
10. Allergan- Linzess
The constipation and irritable bowel syndrome medication was pushed with the ‘Calm the Raging Storm’ advert in September, which aired 531 times at a cost of $5,228,058. This represents 1.65 of the total industry advertising spend in September in the US.
9. Novo Nordisk- Victoza
A third entry on this list for diabetes treatments; perhaps indicative of the epidemic in the country. Marketing Victoza cost Novo $5,308,089 for two adverts, which between them aired 787 times, 170 of which were during the more expensive primetime.
8. Johnson & Johnson/Bayer- Xarelto
Another anticoagulant makes the top 10, with an estimated spend of $6,688,466 on the ‘Reduce your Risk’ TV spot, which aired 1,432 times in September.
7. Sanofi- Toujeo
The French company spent $7,850,909 in September on a clever advert, ‘Journal’ for its new basal insulin, in which a woman documents her battle with diabetes in a paper world. The popular commercial aired 527 times.
6. Pfizer- Lyrica
A second entry for Pfizer-a familiar name and a particularly familiar drug, following recent media coverage over its patent battle with Actavis and Mylan. Pfizer spent $8,922,127 marketing the seizure and pain medication in September, with five separate TV spots airing 1,867 times.
5. Sunovion- Latuda
Sunovion may be a less familiar name than some placed above it in this list, having only been around for five years, but that didn’t stop it spending big on marketing its bipolar disorder treatment to the tune of $9,204,164 with 1,672 airings of a single ad, ‘Amy’s Story’, in September.
4. Pfizer/Bristol Myers-Squibb- Eliquis
The anticoagulant, born of the Pfizer-BMS alliance, was marketed with three separate TV spots, costing $10,361,097. The most costly advert was ‘Turn Around Your Thinking’, which aired 1,889 times last month in the US.
3. Johnson & Johnson- Invokana
J&J invested $11,381,800 in two ads (one Spanish language) for its SGLT2 diabetes treatment Invokana, which aired 1,481 times in September. These ads were screened 288 times during primetime.
2. Merck- Belsomra
The company narrowly missed out on the top spot, spending $13,430,565 on a single spot for its sleep aid Belsomra. The ‘Cats and Dogs’ campaign aired 3,090 times.
1. AbbVie- Humira
Spots for Abbvie’s plaque psoriasis treatment Humira has long been the company’s largest advertising spend and this trend continued in September. Abbvie spent $13,876,208 on six TV spots for the drug, with a single ad, entitled ‘Grocery Store’, costing $3,339,342. The six individual Humira ads were aired 5,666 times across the month: 1,115 during primetime. This equates to 4.37% of the total industry spend for the month.
Joel Levy
