Dupixent returns as top Rx, OTC brand for September

Healthcare brands are benefiting from live sports, particularly college football, delivering nearly 30% more ad impressions year-over-year.

Jack O'Brien

October 17, 2023

3:56 pm

Source: Getty Images.

Dupixent is back on top of the list of Rx and over-the-counter (OTC) brands for the month of September, according to data released by iSpot.tv Tuesday afternoon.

The eczema and asthma treatment from Sanofi and Regeneron led the way with an impressions share of voice (SOV) of 5.17%, with 3 billion impressions in total.

Dupixent had an estimated national TV ad spend of $29.7 million, again favoring ABC and ABC World News Tonight with David Muir for most of its impressions SOV.

Taking silver was Skyrizi, which wrestled the top spot away from Dupixent in August.

The Crohn’s disease, psoriasis and psoriatic arthritis treatment from Boehringer Ingelheim and AbbVie had an impressions SOV of 4.22% as well as 2.4 billion impressions. Skyrizi notched the top estimated national TV ad spend at $30.4 million and gained most of its impressions SOV from NBC.

In third place was Vicks, which held the crown for Rx and OTC brand marketing in December 2022 and February 2023. Giving the coming cold and flu season, the cough and cold relief drugs brand achieved an impressions SOV of 3.52%, 2 billion impressions and spent an estimated $6.5 million.

Rounding out the top five was AbbVie’s Rinvoq with an impressions SOV of 2.92% and company companion Vraylar with an impressions SOV of 2.29%.

Following them were Breztri Aerosphere, Claritin and Astepro, which finished August in second place but had the smallest estimated national TV ad spend at $3.7 million during September.

The bottom two finishes were Caplyta, the bipolar medication from Intra‑Cellular Therapies, and Reckitt Benckiser’s Mucinex.

Of note, Breztri Aerosphere and Rinvoq had most of their impressions come from either the NFL or college football, giving brands and advertisers a clear sense of where to find viewers during the fall season.

“Though pharmaceutical advertisers are still focusing on news and talk programs, this September also showed a larger emphasis on college football games,” said Cassandra Arora, iSpot’s chief marketing officer, in a statement. “College football delivered 29% more over-the-counter and prescription drug TV ad impressions year-over-year, as live sports keep growing as a reach opportunity for the pharma industry.”