USA: Top 20 TV ad spenders

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Pharma spending on national TV ads for 2017 climbed even higher than in 2016—by more than $330 million. The total tally was $3.45 billion, compared with $3.11 billion in 2016, according to data from real-time TV tracker iSpot.tv.

AbbVie antiinflammatory Humira led the way with $341 million spent on 16 commercials across three of its different indications: arthritis, psoriasis, and Crohn’s disease and ulcerative colitis. However, the drug fell short of topping its 2016 total of $344 million. 
Broken out by indication, AbbVie spent $179 million on arthritis, $114 million on Crohn's and colitis, and another $48 million on psoriasis Humira commercials.

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Another repeat for 2017 at No. 2 was Pfizer’s Lyrica, which spent more than $216 million for the year, although it also fell behind its 2016 total of $221 million. Pfizer also took third place with Xeljanz, spending $166 million and moving up from the fourth spot when it spent $139 million last year.

All of the top-10-spending drugs broke the $100 million mark for TV media spending in 2017, according to iSpot, while only nine did last year.

New to the top of the list was cancer-fighting drug Keytruda from Merck; it joined rival Opdivo from Bristol-Myers Squibb, which was No. 13 on last year’s list. Both landed in the top 20, although Keytruda’s $127 million put it at No. 6, versus Opdivo’s $82 million at No. 14.

Gone from the top 20 are former reliable TV-spending erectile dysfunction drugs Cialis from Eli Lilly and Viagra from Pfizer. Both halted TV advertising earlier this year—Viagra in May and Cialis at the end of August—facing the loss of patent exclusivity and new competition.

There were also more drug brands on TV last year. In all, 73 branded pharma drugs spent at least some money on national TV advertising, an increase from the 65 brands that spent in 2016, according to iSpot data. (Ver)