The cough and cold relief drugs brand achieved an impressions share of voice (SOV) of 4.30% and 2.5 billion impressions during the shortest month of the year. Vicks had an estimated national TV ad spend of $8.5 million, with CBS delivering the most impressions SOV while The View providing the highest impressions SOV.
Vicks, which is owned by Procter and Gamble, continues to be a strong performer as part of the company’s Health Care segment, which reported a 15% year-over-year increase in net sales according to its latest quarterly financials release.
Finishing second to Vicks was Dupixent, which was the leader among Rx and OTC brands in January. Ads for the eczema and asthma drug generated an impressions SOV of 4.25% along with 2.5 billion impressions in total.
Dupixent and Vicks have been engaged in a neck-and-neck race to lead for pharma advertising, with Dupixent taking the 2022 crown and starting 2023 off at the helm.
In third place for the second consecutive month was Skyrizi, which recorded an impressions SOV of 3.74% and 2.2 billion impressions. The treatment for Crohn’s disease, psoriasis and psoriatic arthritis also had an estimated national TV ad spend of $25.6 million, the highest spending total among the top 10 brands.
There was some shifting in the names included in the February rankings compared to the January list. Alka-Seltzer, Jardiance, Robitussin, Tremfya as well as America’s Best Contacts and Eyeglasses fell off the list.
Notable among the latter half of the rankings was Sotyktu, which benefited from Bristol Myers Squibb’s launch of a direct-to-consumer campaign to support the plaque psoriasis drug during the Grammy Awards in early February. The Found It campaign features a one-minute ad that aired during the biggest night in music, which produced an audience of 12.55 million viewers.