RED HOT Contributors

 

Merck sticks to Keytruda TV ad spree (Marketing)

0

Bristol-Myers Squibb’s Opdivo dropped national TV ad spending in March after a bruising battle with a key competitor—Merck’s Keytruda—in February. Opdivo fell from No. 3 to No. 38 last month as spending plummeted to just $2.5 million from $16 million, according to real-time TV tracker iSpot.tv.

The advertising pullback comes after a pileup of bad news for Opdivo and a pull-ahead for Keytruda, which won an OK in previously untreated lung cancer and quickly filed for tandem treatment alongside chemotherapy. Bristol-Myers, meanwhile, dropped an accelerated filing for dual Opdivo therapy with Yervoy in lung cancer, after losing out in a first-line trial.

Merck pressed that advantage in March, bumping TV ad spending to $20.3 million, up from $17.6 million the month before.

Other drugmakers that made the top TV spenders list for March include the No. 1 spender—again. AbbVie’s Humira topped the ranking with $31.5 million in TV ads across its three indications for arthritis, psoriasis and Crohn’s disease/colitis.

Meanwhile, diabetes drugs from Eli Lilly and Johnson & Johnson held their own. Lilly’s GLP-1 med Trulicity and J&J’s SGLT2 diabetes drug Invokana stayed in the top 10 at Nos. 3 and 9, respectively.

Back on the list is AstraZeneca and Daiichi Sankyo’s opioid-induced constipation treatment Movantik at No. 4 with $16.8 million in estimated national TV spending for March, according to iSpot.

Overall, top 10 pharma ad spending rebounded to more than $160 million in March, up from more than $136 million in February.

1. Humira

Movement: Stayed same

What is it? AbbVie anti-inflammatory drug

Total estimated spending: $31.5 million (up from $20.9  million in Feb.)

Number of spots: 7 (2 for arthritis, 3 for ulcerative colitis/Crohn’s, 2 for psoriasis)

Biggest-ticket ad: “Body of Proof” for arthritis (est. $11.9. million)

2. Keytruda

Movement: Stayed same

What is it? Merck’s PD-L1 cancer fighter

Total estimated spending: $20.3 million (up from $17.6 million in Feb.)

Number of spots: 1

Biggest-ticket ad: “Sharon’s Story”

3. Trulicity

Movement: Up from No. 7

What is it? Eli Lilly’s GLP-1 diabetes drug

Total estimated spending: $17 million (up from $12.6 million in Feb.)

Number of spots: 2

Biggest-ticket ad: “Katherine” (est. $8.8 million)

4. Movantik

Movement: Not on list last month

What is it? AstraZeneca and Daiichi Sankyo’s treatment for opioid-induced constipation

Total estimated spending: $16.8 million

Number of spots: 1

Biggest-ticket ad: “Frank’s Moment”

5. Lyrica

Movement: Stayed same

What is it? Pfizer’s seizure and pain drug

Total estimated spending: $15.1 million (up from $13.8 million in Feb.)

Number of spots: 5

Biggest-ticket ad: “More Active” ($7.2 million)

6. Rexulti

Last month: Up from No. 10

What is it? Otsuka and Lundbeck’s antipsychotic

Total estimated spending: $13.9 million (up from $9.2 million in Feb.)

Number of spots: 1

Biggest-ticket ad: “Put on a Brave Face”

7. Xeljanz XR

Movement: Down from No. 6

What is it? Pfizer’s second-line, oral rheumatoid arthritis therapy

Total estimated spending: $12.7 million (same as Feb.)

Number of spots: 3

Biggest-ticket ad: “Porcupine” ($10.6 million)

8. Eliquis

Movement: Stayed same

What is it? Pfizer and Bristol-Myers Squibb’s anticoagulant

Total estimated spending: $11.8 million (up from $10.4 million in Feb.)

Number of spots: 2

Biggest-ticket ad: “The Slopes” (est. $6.4 million)

9. Invokana

Movement: Down from No. 4

What is it? Johnson & Johnson’s SGLT2 diabetes drug

Total estimated spending: $11.5 million (down from $14.3 million in Feb.)

Number of spots: 1

Biggest-ticket ad: “Turn Things Around”

10. Viagra

Movement: Not on list last month

What is it? Pfizer’s erectile dysfunction treatment

Total estimated spending: $11 million

Number of spots: 3

Biggest-ticket ad: “Anniversary Night” (est. $5.8M)

About

We Support OUR Contributors

Get Our Newsletter

 Receive podcast updates
Exclusive insights
Patient Engagement Tips from industry experts
We hate SPAM as much as you do and promise to keep your email address safe.
  • Subscribe to the Podcast