In the back and forth rivalry atop the list of Rx and over-the-counter (OTC) brands, Skyrizi has once again overthrown Dupixent as the leader of the pack. 

The Crohn’s disease, psoriasis and psoriatic arthritis treatment from Boehringer Ingelheim and AbbVie had an impressions share of voice (SOV) of 5.02% during the month of October, according to data released by Friday afternoon.

Overall, Skyrizi had 3.1 billion impressions and an estimated national TV ad spend of $45.6 million, which was the highest among the top 10 brands. Its top network for impressions SOV was NBC while its top program for impressions SOV was ABC World News Tonight With David Muir.

Finishing in second place was Dupixent, the leading brand for September, with an impressions SOV of 4.84%. The eczema and asthma treatment from Sanofi and Regeneron had 3 billion impressions and an estimated national TV ad spend of $33.9 million. 

Maintaining its spot in third place was Vicks, which had an impressions SOV of 3.89%, 2.4 billion impressions and an estimated national TV ad spend: $11.9 million. Coinciding with the onset of cold and flu season, Vicks has upped its ad spending and profile, with most of its impressions coming from commercials running during NFL broadcasts.

Rounding out the top five was Reckitt Benckiser’s Mucinex and Rexulti, the Alzheimer’s and depression treatment from Otsuka Pharmaceutical and Lundbeck. 

The bottom half of the list featured brands like Abbott’s Libre FreeStyle, AbbVie’s Rinvoq and Vraylar, Alka-Seltzer and Breztri Aerosphere. Of note, Alka-Seltzer had the smallest estimated national TV ad spend for the month at $5.8 million.

Dropping off the list were Claritin, Caplyto and Astepro.

As was the case with September’s metrics, football and live sports remain a prime target for pharma advertising, though the end of the writers’ and actors’ strikes portends the return of scripted programming in the near future.

“Football continues to play a key role delivering reach for prescription and over-the-counter brands, as NFL games accounted for 38% more TV ad impressions this October vs. last and college games saw a 57% year-over-year impressions increase,” said Cassandra Arora, iSpot’s chief marketing officer, in a statement. “A fall TV season without many scripted shows puts even more emphasis on football, and pharma advertisers have shifted ad placements accordingly.”