AbbVie's Skyrizi, Rinvoq retake the top TV drug ad spenders' crown as top climber Rexulti continues strong run

As we hit the middle of the year, AbbVie is comfortably back in the top TV drug ad spenders’ driving seat taking the top two spots in July with its immunology blockbuster duo Skyrizi and Rinvoq, respectively, according to real-time TV trackers at iSpot.TV.

In third place in July is Lundbeck and Otsuka’s central nervous system (CNS) Rexulti, but in a surprising twist, Rexulti took the top spot in June away from the dominant force that is AbbVie in 2024 for the second time this year.

In July, however, spending shifted dramatically among the top three, with AbbVie bumping up the cash funneled into Skyrizi’s TV ads by nearly $5 million while dropping spend on Rinvoq by $1.4 million.

Meanwhile, spending on Rexulti’s ads fell by a massive $6.8 million from June to July, precipitating its drop into third place.

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Rexulti reclaims TV drug ad spending top spot as Otsuka, Lundbeck eat away at AbbVie’s dominance

In fourth place is Sanofi and Regeneron’s immunology giant Dupixent, with spending up by nearly $2 million month-over-month. However, its days of challenging AbbVie as the largest TV drug ad spender appear to be over for now.

In fifth is Eli Lilly and Boehringer Ingelheim’s diabetes treatment Jardiance. In the sixth position, up one spot from last month is Novo Nordisk’s injectable GLP-1 diabetes drug Ozempic.

AbbVie returns with its bipolar and MDD drug Vraylar in seventh place, making it the most prolific top 10 member for July.

In eighth is Amgen’s plaque psoriasis and psoriatic arthritis drug Otezla, which has ad hoc appearances in these lists. AstraZeneca’s respiratory disease treatment Breztri Aerosphere continues its mini-run in the top 10 this year, coming in ninth place.

Rounding off the top 10 is Merck’s cancer megablockbuster Keytruda, an unusual entrant given how seldom pharma taps TV for oncology meds.

In July, we saw the top 10 pharma drug spenders funnel just over $140 million into TV drug ads, down from the already low $151.7 million in June. This is a major drop from the around $190 million in spending we saw in April and May, showing a significant slowdown in spending as we head into the dog days of summer.

Check out the top 10 below from iSpot.TV below.

1. Skyrizi

Movement: Up two spots What is it? AbbVie’s immunology drug Est. national TV ad spend: $28.3 million (up from $23.5 million in June) Number of spots: 10 (two psoriatic arthritis, six psoriasis, two Crohn’s disease) Biggest-ticket ad: “Sailing: $0 per Treatment” (est. $8.9 million)

2. Rinvoq

Movement: No change What is it? AbbVie’s JAKi immunology drug Est. national TV ad spend: $22.5 million (down from $23.9 million in June) Number of spots: Eight (two UC/Crohn’s, four arthritis, two eczema) Biggest-ticket ad: “Just Okay: Hiker and Event Planner” (est. $5.1 million)

3. Rexulti

Movement: Down two spots What is it? Otsuka and Lundbeck’s CNS drug Est. national TV ad spend: $18.3 million (down from $25.5 million in June) Number of spots: Two (one depression, one Alzheimer’s) Biggest-ticket ad: “Mom's Alzheimer's” (est. $10.7 million)

4. Dupixent

Movement: No change What is it? Sanofi and Regeneron’s immunology drug Est. national TV ad spend: $17.9 million (up from $15 million in June) Number of spots: Seven (two asthma, five eczema) Biggest-ticket ad: “This Is Better” (est. $6.9 million)

5. Jardiance

Movement: No change What is it? Eli Lilly and Boehringer Ingelheim’s diabetes treatment Est. national TV ad spend: $11.5 million (down from $13.1 million in June) Number of spots: Two Biggest-ticket ad: “Musical: Garden” (est. $7.9 million)

6. Ozempic

Movement: Up one spot What is it? Novo Nordisk’s injectable GLP-1 diabetes drug Est. national TV ad spend: $10.1 million (down from $11 million in June) Number of spots: Two Biggest-ticket ad: “Discover the Ozempic Tri-Zone: Rock Climbing” (est. $5.4 million)

7. Vraylar

Movement: Up one spot What is it? AbbVie’s bipolar and MDD drug Est. national TV ad spend: $9.3 million (down from $10.2 million in June) Number of spots: Three Biggest-ticket ad: “A Lift: Home” (est. $5.1 million)

8. Otezla

Movement: Not listed last month What is it? Amgen’s plaque psoriasis and psoriatic arthritis drug Est. national TV ad spend: $7.9 million (up from $7.2 million in June) Number of spots: Two Biggest-ticket ad: “Spotlight” (est. $6 million)

9. Breztri Aerosphere

Movement: Up one spot What is it? AstraZeneca’s respiratory disease treatment Est. national TV ad spend: $7.3 million (down from $8.5 million in June) Number of spots: One Biggest-ticket ad: “Road trip” (est. $7.3 million)

10. Keytruda

Movement: Not listed last month What is it? Merck’s oncology drug Est. national TV ad spend: $6.9 million (down from $7.1 million in June) Number of spots: Five Biggest-ticket ad: “Known For: Dreams, Tradition, New Places: 17 Types” (est. $2.8 million)