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Pharma's 2016 TV Spend Topped $2.2 Billion

January 13th, 2017
humira TV adAnyone who watches TV, especially daytime TV, couldn't help but wonder just what kind of miracle drug Humira must be. Ads for the drug aired more than 69,000 times last year.

In order of how much its manufacturer, AbbVie spent touting Humira's uses:
  • Arthritis -- $173 million
  • Crohn's and colitis -- $118 million
  • Psoriasis -- $54 million.

Among the top 20 brands advertised on TV, Humira's $344 million spend was the largest. FiercePharma's report on TV ad spending by the pharmaceutical industry said the cost for just the top brands was $2.2 billion.

Pfizer spent $221 million promoting Lyrica, the second largest TV spend for a single drug. The company also captured the #3 and #4 spots, spending $174 million on Eliquis, an anticoagulant, and $139 million on the arthritis treatment Xeljanz.

Pfizer also claimed the #10 spot promoting its erectile dysfunction drug Viagra to the tune of $97.5 million. Here, though, it was beat out by Eli Lilly, which spent $115 million to promote Cialis. That was enough for 5th place in TV spending.

Tags: pharma

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