More than $491 million has been spent on advertising “diabesity” drugs in 2023, according to a MediaRadar study. That represents an increase of 21% over 2022, during which advertisers spent $405 million marketing the products.

Not surprisingly, the most money was spent on three drugs from Novo Nordisk (Ozempic, Rybelsus and Wegovy) and Boehringer Ingelheim’s Jardiance. That represented about $358 million in ad dollars in 2023. Wegovy saw the biggest year-over-year jump — a 1000% increase, per the study.

MediaRadar CEO Todd Krizelman characterized the category-wide surge as a “case of a rising tide lifting all boats.

“As Ozempic becomes more prominent, we observe a positive impact on other similar medications,” he said in a statement. “As Ozempic’s popularity grows, so does the demand for other weight loss and diabetes drugs — especially Wegovy, which has made a significant mark this year, particularly from Q2 onwards.”

Ozempic is known for its popularity on social media platforms such as TikTok, where celebrities and influencers have unofficially endorsed the drug.

The majority of the diabesity ad spend was devoted to TV and online video, the MediaRadar study found. For Ozempic in particular, ad spend in the online-video realm rose by 1000% in 2023. By comparison, TV ad spend dropped by 23% year over year. Wegovy similarly dedicated 96% of its overall ad budget to online video.

The demand for drugs like Ozempic and Wegovy has led to a host of viral trends on TikTok, such as “Budget Ozempic” and “Nature’s Ozempic.” The trends have resonated with individuals who would rather not pay Ozempic’s nearly $900 per month price tag and, as a result, are actively seeking weight-loss alternatives.

One “Budget Ozempic” trend involves people using laxatives for weight loss, which has contributed to a shortage of brands like Miralax and Glycolax. Others have hopped on a fad involving the use of the supplement berberine as “Nature’s Ozempic.”

There’s also been an increase in unauthorized versions of Ozempic and Wegovy as the pharma industry struggles to meet demand for the authorized versions. In June, the Food and Drug Administration released a warning that unlicensed sellers were developing compounded semaglutide. They urged consumers to avoid using or purchasing unregulated versions of the drugs.