Dupixent started 2023 the way it ended 2022: at the top.

The severe asthma treatment had the largest impressions share of voice (SOV) among Rx and over-the-counter pharma brands in January, totaling an SOV of 5.42%.

Dupixent registered 3.2 billion impressions during the month and had an estimated national TV ad spend of $34.5 million, according data from iSpot.tv released Monday afternoon. The top network for impressions SOV for the drug was ABC, while the top program was World News Tonight With David Muir.

Dupixent remains a winner not only among its peers when it comes to advertising reach but also for the bottom line of both Sanofi and Regeneron. Global net sales of the drug during Q4 2022 grew 38% year-over-year to $2.45 billion, while year-end sales jumped to nearly $8.7 billion.

Placing second behind Dupixent in the rankings was Vicks, which recorded an impressions SOV of 4.39%, 2.6 billion impressions and an estimated national TV ad spend of $18 million. Vicks, the cold and flu drugs brand, which had the most impressions in December 2022, got most of its impressions SOV as part of the NFL season airing on CBS. 

Taking home the bronze medal was Skyrizi, which was ranked fifth last month. The treatment for Crohn’s disease, psoriasis and psoriatic arthritis registered an impressions SOV of 3.52%, 2.1 billion impressions and an estimated national TV ad spend of $37.7 million. Much like Vicks, Skyrizi benefited from ads airing during the NFL season, this time on NBC. 

Mucinex slipped from third to fourth place, with 2 billion impressions and an impressions SOV of 3.44%. Meanwhile, Rinvoq finished off the top five and accounted for the largest estimated national TV ad spend at $41.3 million. 

The rest of the top 10 consisted of Alka-Seltzer, Jardiance, Robitussin, Tremfya and America’s Best Contacts and Eyeglasses.

The effectiveness of using TV to advertise drugs has been put into question as of late by a recent study published in JAMA, which found that almost 70% of new drugs marketed on TV don’t have “high therapeutic value” compared to existing treatments.

Additionally, the iSpot.tv report was released right after Bristol Myers Squibb launched a direct-to-consumer campaign for Sotyktu (deucravacitinib) during the Grammy Awards Sunday night.