Rinvoq is back as the lead Rx and over-the-counter (OTC) pharma brand, according to data released by iSpot on Friday morning.

AbbVie’s ulcerative colitis, arthritis and eczema treatment generated an impressions share of voice (SOV) of 3.66% during March, topping the list of the lead 10 Rx and OTC brands.

The drug accrued 2.3 billion impressions in total thanks to an estimated $31 million in national TV ad spending, receiving the greatest response from ABC and its ABC World News Tonight with David Muir.

Finishing in second place was its AbbVie counterpart Skyrizi, which had an impressions SOV of 3.36% and 2.1 billion impressions overall. The treatment for psoriasis, Crohn’s disease and psoriatic arthritis spent an estimated $24.8 million on national TV ads, receiving most of its impressions SOV from ABC and CBS Mornings.

Taking home bronze was Vicks, which topped the rankings over the previous four months. The cough and cold relief drugs brand from Procter and Gamble had an impressions SOV of 3.22% and 2 billion impressions on an estimated ad spend og $7.1 million. Vicks slide from first to third coincided with the end of cold and flu season as winter turns to spring.

Rounding out the top five were Regeneron and Sanofi’s Dupixent as well as Reckitt Benckiser’s Mucinex.

The bottom half of the list consisted of Otsuka’s Rexulti, Bayer’s Claritin, AstraZeneca’s Breztri Aerosphere, as well as GSK’s Flonase and its RSV vaccine Arexvy. Of note, Flonase had the lowest estimated national TV ad spend with $3.1 million.

Both AbbVie’s Vraylar and Amgen’s Otezla fell off the list since February’s rankings were released.

During the first full month since the end of the NFL season, pharma advertisers continued to gravitate toward news broadcasts and live sports, running commercials during both the men’s and women’s college basketball tournaments, commonly known as March Madness.

However, as noted by Cassandra Arora, iSpot’s chief marketing officer, some brands didn’t make the most of their opportunity to advertise during the latter competition, which generated record-high ratings.

“While pharma advertisers stuck with news programming during the month, March Madness also provided an opportunity to increase reach to a wide audience,” she said in a statement. “Brands increased TV ad impressions month-over-month during men’s college basketball games, but some may have missed a chance to capitalize on rising audience interest during women’s tournament games as well.”

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