AbbVie (ABBV) has reclaimed the number one position in pharmaceutical TV advertising after rival Johnson & Johnson (JNJ) briefly overtook it in June’s rankings.
Skyrizi’s return to the top was driven by a $6 million increase in spending compared to the previous month, according to data from iSpot.TV shared with Fierce Pharma Marketing.
Johnson & Johnson’s immunology drug Tremfya, which had briefly held the top position, fell to second place in July with $27 million in spending.
That represented a notable decline for Tremfya, which had commanded $36.6 million in TV advertising spend just one month earlier in June.
Johnson & Johnson’s atypical antipsychotic drug Caplyta made a strong move in July, rising two places to claim third position in the rankings.
J&J increased its Caplyta spending by $10 million in July to reach $24.6 million, narrowly edging out AbbVie’s Rinvoq by just $1.1 million.
Rinvoq, AbbVie’s second major immunology blockbuster, settled into fourth place after climbing from that same position in prior months of competition.
Eli Lilly’s (LLY) popular obesity drug Zepbound slipped two spots to sixth place in the July rankings, representing one of the more notable movers in the period.
A significant new entrant emerged in seventh place, with Johnson & Johnson launching the very first TV campaign for its oral plaque psoriasis drug Icotyde, which was approved in April.
J&J spent $11.4 million on Icotyde’s debut TV campaign in July, signalling an aggressive push to build awareness for the newly launched treatment targeting moderate-to-severe plaque psoriasis.
AbbVie’s Botox held eighth position despite a slight month-on-month decline, with spending falling from $13.4 million in June to $11.3 million in July.
Lundbeck and Otsuka’s neurology drug dropped three positions to land in ninth place, reflecting a broader reshuffling across the mid-tier of the monthly rankings.
Sanofi and Regeneron’s immunology drug rounded out the top ten, completing a list dominated by treatments for inflammation, obesity, and neurological conditions.
The July data highlights how aggressively major pharmaceutical companies continue to invest in direct-to-consumer television advertising as competition intensifies across key therapeutic categories.