Skyrizi broke Dupixent’s three-month streak as the top Rx and over-the-counter (OTC) brand, according to data released by iSpot.tv Thursday morning.
The Crohn’s disease, psoriasis and psoriatic arthritis treatment from Boehringer Ingelheim and AbbVie led the way with an impressions share of voice (SOV) of 4.04% as well as 2.4 billion impressions: in total.
The estimated national TV ad spend for Skyrizi was $26.5 million in August, with the brand receiving most of its impressions SOV from ABC and specifically ABC World News Tonight With David Muir.
This is a return to the top of the leaderboard for Skyrizi, which is always in the running for the crown but has only been ranked first on a monthly basis once this year.
Finishing in second place was Astepro, which fell off the list in July before returning with a strong performance in August. Bayer’s allergy nasal spray had an impressions SOV of 3.48% and 2.1 billion impressions overall.
Taking home the bronze was Dupixent, which also had an impressions SOV of 3.48% and 2.1 billion impressions. The eczema and asthma treatment has been dominant among Rx and OTC pharma brands this year and finished August with an estimated national TV ad spend of $16.9 million.
In fourth place was AbbVie’s Rinvoq with an impressions SOV of 3.13% and 1.9 billion impressions, followed by company companion Vraylar with an impressions SOV of 2.58% and 1.5 billion impressions.
The end of summer data indicates that pharma brands continue to see value in TV advertising, though how that evolves in the fall with the return of football and the absence of scripted shows due to the ongoing strikes will be worth watching.
“News and talk programming were once again the focus for pharmaceutical advertisers in August, as brands found significant messaging reach during these shows across both broadcast and cable TV,” said Cassandra Arora, iSpot’s chief marketing officer, in a statement. “While that will remain the case this fall, expect new pharma ads to emphasize football as well, especially with limited options around scripted primetime programming available.”
Rounding out the top 10 were Bayer’s Claritin, GSK’s Trelegy, Sanofi’s Allegra, Vicks and Novo’s Ozempic. Dropping off the list were
Of note, Allegra had the smallest estimated national TV ad spend with $2.9 million while Skyrizi led with $26.5 million.