Dupixent takes pharma DTC top spot as Pfizer's COVID drug Paxlovid makes a comeback

AbbVie’s immunology duo Skyrizi and Rinvoq is, in a rare blip this year, not leading the pharma DTC monthly rankings as longtime rival Dupixent took the crown in September.

Sanofi and Regeneron’s megablockbuster immunology drug came out on top last month, according to figures from real-time ad trackers iSpot.TV, as the companies spent a huge $37.8 million, beating out second place Skyrizi by $4.9 million.

That’s also a huge jump in spending for Dupixent, with the marketing pair adding $14.6 million more month over month to the drug’s ads.

Skyrizi has been dominating the 2024 DTC ranking list alongside Rinvoq, which came in third in September, though spending on the med’s commercials dropped by a significant $6.2 million.

Dupixent joins Lundbeck and Otsuka’s neuro drug Rexulti as the only other drug to break the AbbVie dominance this year, though Skyrizi remains in pole position to take the 2024 honors as the highest pharma drug ad spender.

However, Rexulti continued its strong run over the past few months, taking fourth position.

In fifth, we saw the return of Pfizer’s COVID-19 drug Paxlovid, barely seen for over a year now, with a huge spending jump from just $3.9 million in August to $20.1 million last month, all going on its one ad “If it’s COVID, Paxlovid.”

This comes as COVID has again started surging in the U.S. while coinciding with the return of schools opening for the new term.

In a similar seasonal vein, we see GSK’s respiratory syncytial virus (RSV) vaccine Arexvy in sixth place, coming as RSV season approaches this fall/winter and GSK looks to boost awareness of its new shot.

In seventh, and up three spots month over month, is Amgen’s plaque psoriasis and psoriatic arthritis drug Otezla, with spend up nearly $5 million from August.

Bristol Myers Squibb’s obstructive hypertrophic cardiomyopathy drug Camzyos makes the biggest splash, coming from $0 spent in August to $11.3 million in September, with the bulk of that spend going on its latest ad “Mike.”

Bringing up the rear in ninth and 10th places are diabetes stalwarts Novo Nordisk’s Ozempic and Eli Lilly and Boehringer Ingelheim’s treatment Jardiance, respectively.

Overall spending from the top 10 pharmaceutical companies in September hit $197.2 million, a major bump on August’s $167.7 million and pulling away from the lows of $140 million and $151.7 million we saw in June and July.

Check out the top 10 from iSpot.TV below.

1. Dupixent

Movement: Up two spots What is it? Sanofi and Regeneron’s immunology drug Est. national TV ad spend: $37.8 million (up from $23.2 million in August) Number of spots: Eight (one gastrointestinal, two asthma, five eczema) Biggest-ticket ad: “This Is Better” (est. $11.8 million)

2. Skyrizi

Movement: Down one spot What is it? AbbVie’s immunology drug Est. national TV ad spend: $32.7 million (up from $32.4 million in August) Number of spots: 15 (two psoriatic arthritis, 10 psoriasis, three UC/Crohn’s disease) Biggest-ticket ad: “In the Picture” (est. $19.4 million)

3. Rinvoq

Movement: Down one spot What is it? AbbVie’s JAK inhibitor immunology drug Est. national TV ad spend: $23.6 million (down from $29.8 million in August) Number of spots: Seven (two UC/Crohn’s, three arthritis, two eczema) Biggest-ticket ad: “Just Okay: Pet Groomer and Landscaper” (est. $8 million)

4. Rexulti

Movement: No change What is it? Otsuka and Lundbeck’s neuro drug Est. national TV ad spend: $22.7 million (up from $21 million in August) Number of spots: Three (two Alzheimer’s, one depression) Biggest-ticket ad: “Journey” (est. $10.2 million)

5. Paxlovid

Movement: Not listed last month What is it? Pfizer’s COVID treatment Est. national TV ad spend: $20.1 million (up from $3.9 million in August) Number of spots: One Biggest-ticket ad: “If It's COVID, PAXLOVID” (est. $20.1 million)

6. Arexvy

Movement: No change What is it? GSK’s RSV vaccine Est. national TV ad spend: $15.3 million (up from $11.9 million in August) Number of spots: Four Biggest-ticket ad: “I'm Protected” (est. $6.6 million)

7. Otezla

Movement: Up three spots What is it? Amgen’s plaque psoriasis and psoriatic arthritis drug Est. national TV ad spend: $13.2 million (up from $8.3 million in August) Number of spots: Three Biggest-ticket ad: “Spotlight” (est. $5.8 million)

8. Camzyos

Movement: Not listed last month What is it? Bristol Myers Squibb’s obstructive hypertrophic cardiomyopathy drug Est. national TV ad spend: $11.3 million (up from $0 in August) Number of spots: Two Biggest-ticket ad: “Mike” (est. $8.5 million)

9. Ozempic

Movement: Down four spots What is it? Novo Nordisk’s injectable GLP-1 diabetes drug Est. national TV ad spend: $10.8 million (down from $12.1 million in August) Number of spots: One Biggest-ticket ad: “Discover the Ozempic Tri-Zone: Boxing” (est. $10.8 million)

10. Jardiance

Movement: Down three spots What is it? Eli Lilly and Boehringer Ingelheim’s diabetes treatment Est. national TV ad spend: $9.7 million (down from $11.5 million in August) Number of spots: Two Biggest-ticket ad: “Musical: Garden” (est. $6.6 million)