For the first time in 2024, Dupixent has been named a top monthly Rx and over-the-counter (OTC) pharma brand.
According to data released by iSpot.tv on Wednesday morning, the eczema and asthma treatment from Sanofi and Regeneron generated an impressions share of voice (SOV) of 4.05% and 2.5 billion impressions throughout the month.
Dupixent was supported by $23 million in estimated national TV ad spend, finding its greatest success on ABC and ABC World News Tonight With David Muir in particular.
This is a return to form for Dupixent, which was one of the top Rx and OTC pharma brands last year but was outperformed by the likes of Vicks and Rinvoq earlier this year.
The honor comes shortly after Dupixent unveiled the latest iteration of its direct-to-consumer DU More campaign in time for Asthma Awareness Month in May.
In second place for the second consecutive month was AbbVie’s Skyrizi, which registered an impressions SOV of 3.88% and 2.4 billion impressions. Skyrizi had an estimated national TV ad spend of $30 million and concentrated its efforts on ABC.
Making the biggest month-over-month jump was Otsuka’s Rexulti, which went from sixth place to third overall. The depression and Alzheimer’s treatment had the highest estimated national TV ad spend of any brand on the list with $30.2 million during April.
Rounding out the top five were AbbVie’s Rinvoq, which held the top spot in March, and Bayer’s Claritin.
The bottom half of the rankings included Bristol Myers Squibb’s Sotyktu, Regeneron’s Eylea HD, Haleon’s Advil, GSK’s Flonase and Pfizer’s Nurtec.For the second consecutive month, Flonase had the lowest estimated national TV ad spend with $3.4 million.
Of note, Procter and Gamble’s Vicks fell off the list entirely after placing in third in March and dominating the rankings over the course of the end of 2023 and start of 2024. Additionally, AstraZeneca’s Breztri Aerosphere, Reckitt Benckiser’s Mucinex and GSK’s RSV vaccine Arexvy dropped off the list as well.
While daytime TV and nightly news remain strongholds for pharma advertisers, the transition from March Madness to the NBA playoffs indicates basketball’s staying power as well. Given that the NBA playoffs will continue through the middle of June, medical marketers are set to reap the benefits of a large, engaged live sports audience heading into summer.
“Although pharmaceutical brands continued to prioritize news programming to reach large audiences in April, the sector also placed an increased focus on advertising during NBA games,” Cassandra Arora, iSpot’s chief marketing officer, said in a statement. “Pharma TV ad impressions increased during NBA games by 16% month-over-month and 75% year-over-year, as these marketers targeted engaged audiences tuning into the month’s playoff action.”
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<a href="https://www.mmm-online.com/home/channel/dupixent-recaptures-top-rx-otc-pharma-brand-spot-in-april/"><img style="width:100%;" src="https://www.mmm-online.com/wp-content/uploads/sites/2/2024/05/MMM_Infographics_May-2024_iSpot-Pharma_1024-x-48461.png"></a><br>Dupixent recaptures top Rx, OTC pharma brand spot in April<a href="https://www.mmm-online.com/home/channel/dupixent-recaptures-top-rx-otc-pharma-brand-spot-in-april/">Dupixent recaptures top Rx, OTC pharma brand spot in April</a>
