Dupixent is back in the driver’s seat, reclaiming the top spot for ad impressions among Rx and over-the-counter (OTC) brands in May.
The eczema and asthma drug from Sanofi and Regeneron had an impressions share of voice (SOV) of 5% as well as 3.1 billion impressions during the month, according to data released by iSpot.tv Tuesday morning.
The estimated national TV ad spend for Dupixent was $31.8 million and the top network for impressions SOV was ABC, with ABC World News Tonight With David Muir serving as the top program.
Dupixent had the edge in terms of ad impressions among Rx and OTC brands in March, January and all of 2022.
Finishing in second place was April’s leading brand, Skyrizi, which had an impressions SOV of 3.81% and 2.3 billion impressions. The drug from Boehringer Ingelheim and AbbVie has dueled with Dupixent for the top slot over the past few months.
In third place was AbbVie’s Rinvoq, which recorded an impressions SOV of 3.12% and 1.9 billion impressions. The eczema, ulcerative colitis and arthritis drug also had the largest estimated national TV ad spend among brands in the top 10, with $32.8 million. Rinvoq had most of its impressions driven by the ongoing NBA playoff coverage on ABC.
Just outside the medal stand was Sanofi’s Allegra, which had an impressions SOV of 2.89%, 1.8 billion impressions and an estimated national TV ad spend of $8.3 million.
In fifth was newcomer Novo Nordisk, which had an impressions SOV of 2.77%, 1.7 billion impressions and an estimated national TV ad spend of $12 million. The Danish pharma giant’s appearance on the list comes as the company rolled out a broad-scale corporate ad campaign in May to celebrate its 100th year in business.
Rounding out the top 10 were Novo’s Rybelsus, Bayer’s Astepro, Claritin, Flonase and GSK’s Trelegy. Falling off the list were AbbVie’s Vraylar and Boehringer Ingelheim’s Jardiance, replaced by Novo and Rybelsus.
Of note, Flonase had the smallest estimated national TV ad spend among the brands in the top 10 with $3.8 million.
