DTC TV ad spending fell in December, but Pfizer topped peers
- Direct-to-consumer TV drug advertising slowed marginally in December, notching $107 million in spending compared to $114 million a month prior, according to data compiled by iSpot.tv in conjunction with FiercePharmaMarkting.
- Pfizer and Bristol-Myers Squibb's spent the most for marketing of their co-promoted anticoagulant Eliquis, buying about $16 million worth of TV advertising.
- Pfizer spent heavily on ads in December, with 5 of its ads making iSpot.tv's top ten.
iSpot.tv's list reflects trends in seasonality, epidemiology, and aspirations associated with the new year. Prevnar, Pfizer's pneumococcal pneumonia vaccine, was in the second spot, with a spend of $14.4 million—a clear association with the height of flu season.
Three drugs in the top 10—Toujeo, Farxiga and Invokana (from Johnson & Johnson)—are for treatment of type 2 diabetes, reflecting a high prevalence in the U.S. and an understanding that people with type 2 diabetes are interested in learning about new treatment options.
Finally, high spending on ads for a drug like the smoking cessation med Chantix (ranked #5 in ad spend) may be tapping into the tendency to make life resolutions for the new year.
- Fierce Pharma Marketing Pharma's December TV spending sags; Pfizer and BMS' Eliquis rises to the top