Diabetes drugs pop on January's TV ad spending list, but AbbVie's Humira stays at the top

Print 14 February 2017
Beth Snyder Bulik / FiercePharmaMarketing

Diabetes drugs kicked off TV ad spending strong in 2017. Eli Lilly’s Trulicity led the category at No. 4 on the top 10 list of pharma national TV ad spenders for January, according to iSpot.tv, but AstraZeneca’s Farxiga and Johnson & Johnson’s Invokana followed close behind at Nos. 6 and 7. Just missing the top 10 was Merck’s Januvia at No. 12 with spending of $9.5 million for the month, according to the real-time TV ad tracker's data.

The category's ad-spending spree comes as diabetes treatment spending is increasing in general. ExpressScripts, the U.S.’s largest pharmacy benefits manager, noted recently that diabetes is one of the two biggest spending categories in the country and increased by 19.4% in 2016.

While diabetes claimed three of the top spots on the January list, AbbVie’s anti-inflammatory Humira, the best-selling drug in the U.S., remained No. 1 with ad spending on indications for arthritis, psoriasis and Crohn’s/colitis totaling $35 million, according to iSpot. 

Overall, pharma ad spending among the top 10 rebounded to $173 million in January, after a three-month low in December of $159 million.

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