The pharmaceutical industry continues to heavily invest in TV commercials as its primary mode of advertising.
The industry has spent an estimated $6 billion to $8 billion a year on ad spend over the past couple of years.
In 2023, the top ten ad spenders spent $2.87 billion on TV ads.
As of December 4, 2024, here are the top ten new prescription drug commercials by TV impressions (data from ispot.tv) that dominated television screens in 2024.
1. Vraylar, ‘Stuck: Needed More’
With 1.9 billion in total TV impressions and an estimated ad spend of $24.2 million, AbbVie’s TV ad ‘Stuck: Needed More’ for its antipsychotic drug Vraylar (cariprazine) took the top spot for new prescription drug ads.
Vraylar was first approved in 2015 for schizophrenia and acute manic or mixed episodes associated with bipolar I disorder. In 2022, it received approval for major depressive disorder (MDD).
The Vraylar spot made its debut on April 29, 2024, and last aired on November 18, 2024, on networks like CNN and during Hallmark movies.
The 60-second commercial features a man sharing his struggle with unresolved, persistent symptoms of depression, describing the feeling of being “stuck” while gazing out of a greenhouse window. The ad describes how used in combination with traditional antidepression medicines, Vraylar has been shown to improve depression symptoms compared to antidepressants alone. That’s why the man explains that he didn’t have to change his treatment, he just gave it a “lift” in relief with Vraylar. The ad transitions to scenes of the man and his family enjoying gardening together, showcasing the positive impact on his life.
2. Argenx, ‘CIPD Sucks’
A couple of months ahead of the US Food and Drug Administration’s (FDA) expanded approval of Argenx’s Vyvgart Hytrulo (efgartigimod alfa and hyaluronidase-qvfc) this year for the treatment of chronic inflammatory demyelinating polyneuropathy (CIDP), Argenx released an ad for its CIDP website ShiningThroughCIDP.com that aims to support patients living with the condition.
The 30-second ad, which Argenx spent an estimated $8.3 million on, received 1.5 billion TV impressions. It debuted on screens on February 15 this year and was last seen on November 24, most recently on Fox Sports 1 during college football.
The commercial features photos of people going about their everyday lives, walking, dancing and participating in daily activities, and sharing the struggles of living with CIDP, a rare autoimmune disorder that affects the peripheral nervous system. “CIDP disrupts. CIDP derails. Let’s be honest, CIDP sucks,” people in the ad share in saying. “But living with CIDP, doesn’t have to,” a narrator says.
The ad encourages patients to sign up at the website ShingingThroughCIDP.com where they can “find inspiration in real patient stories,” along with helpful tips, reliable information and more. “CIDP can be tough, but finding hope just got a little easier,” the ad ends off saying.
3. Eli Lilly, ‘One Body’
Ahead of the Summer Olympics in Paris this year, Eli Lilly released a TV spot with the message, “You only get one body, let’s fight like hell for it.”
The ad showcases some of the unique and remarkable features and abilities of the human body, emphasizing that while illnesses and medical challenges may arise, they don’t have to disrupt life. It showcases athletes in different sports with their wonderful, different physical attributes, with different ranges of height, weight and abilities.
Lilly spent about $12.1 million on the 60-second ad, which received 1.2 billion TV impressions between July 26, 2024, and October 23, 2024, this year. It most recently aired on TNT during NBA basketball. The ad seemingly displays Lilly’s commitment to health and medical treatments as a pharma company.
4. Xolair, ‘Caregiver’
As part of Novartis and Genentech’s national campaign “Accidents Happen,” ‘Caregiver’ is one of two ads for the companies’ asthma and allergy drug Xolair (omalizumab).
With 1.1 billion TV impressions and an estimated ad spend of $20.4 million, the ad first aired along with ‘Patient’ on August 19, 2024, most recently appearing on E! during US Open ENCORE on December 4, 2024.
The 60-second ad features two children sitting together at lunch, as a voiceover explains that while one box contains a peanut lover’s favorite, the other holds sunflower butter, thoughtfully packed by a parent for their child. The ad highlights the care parents take in managing their children’s food allergies while acknowledging the risk of accidental exposure. It encourages considering Xolair as a way to help reduce allergic reactions from accidental consumption.
5. Xolair, ‘Patient’
With 1 billion TV impressions and an ad spend of around $18.5 million, ‘Patient’ was one of two TV spots, the other being ‘Caregiver,’ that Novartis and Genentech released this year for their allergy and asthma drug Xolair as part of a direct-to-consumer (DTC) nationwide campaign called “Accidents Happen.”
In the 60-second ad, two friends are sitting in a restaurant while the voiceover explains that one friend can order whatever she wants from the menu while the other has food allergies. “You do your best to avoid food allergens, but accidents can still happen,” explains the ad. The commercial describes how Xolair can significantly reduce allergic reactions from accidental food exposures by focusing on the source of food allergy reactions.
The ad first aired on August 19 and ran until December 4 this year, along with ‘Caregiver,’ appearing most recently on Hallmark during US Open ENCORE.
6. Pfizer, ‘Got Them Together’
While Pfizer’s COVID-19 vaccine sales were down this year, the company focused on boosting vaccination appeal with a series of TV ads. With 572 million TV impressions and an estimated spend of $8.3 million, Pfizer’s ‘Got Them Together’ ad shows people proudly announcing that they got “their sh*** together” as they show off their post-shot bandages while engaging in activities like playing basketball or attending reunions.
In the ad, Pfizer playfully asks if you’re “getting your sh*** together” this fall — where “sh***” clearly means “shots!” People respond by saying that, indeed, they got their shots together.
The ad aptly made its debut at the beginning of flu season in September and ran until December 2, 2024, airing most recently on FYI during Asian Tour Golf.
7. Pfizer, ‘Your Moments are Worth Protecting: Celebration’
Among Pfizer’s half-dozen ads or so promoting its COVID-19 vaccine as well as its newly approved respiratory syncytial virus (RSV) vaccine, Abrysvo, is ‘Your Moments are Worth Protecting: Celebration’ as part of its ongoing campaign to raise awareness about RSV vaccination.
In the 30-second commercial, Pfizer showcases a series of celebratory moments, appearing to be taken by everyday people on their cell phones. These moments include birthdays, family gatherings and people out and about enjoying various activities like sledding and playing in the park.
Pfizer spent about $6.1 million on the ad, which got 331.4 million TV impressions and most recently aired on USA Network during ‘A Different World.’ It first aired on Halloween and last aired on December 4, 2024.
8. Pfizer, ‘COVID-19: Got Yours?’
Pfizer had multiple new ads for its COVID-19 vaccine Comirnaty this year. Its top ad, at 201.8 million TV impressions and an ad spend of $1.5 million, highlights people’s reasons for getting the shot. The ad opens with a voiceover asking, “Want to know why people are getting the COVID-19 shot?” The ad then turns to everyday people on the street, busy with different activities.
One woman jogging down the street says she is turning 70 soon and is getting back on the [dating] “apps,” while a restaurant server explains that variants are out there and “she has mouths to feed.” A man shares how he has a show he’s performing in, and also just likes how the “blue bandage looks.” Another woman says she’s getting it because she prioritized her health, and also because “the line was short.” Demand for Pfizer’s COVID-19 shot has been dwindling, which is likely why Pfizer has been busy rolling out TV spots to encourage uptake, especially around flu season. But the ad emphasizes you can get the vaccine even if you didn’t get it in the fall, as there’s “still time.”
The TV spot made its debut early, on January 2 this year but only ran until February 3 as Pfizer came out with other ads for the vaccine later in the year. It appeared on MyNetworkTV during AKC Good Dog TV.
9. Opzelura, ‘Big Media Moments: Celebrate’
With 140.6 million TV impressions and an ad spend of approximately $3.5 million, Incyte Dermatology’s 75-second TV commercial for its topical JAK inhibitor Opzelura (ruxolitinib) for eczema (atopic dermatitis), shows a family excitedly gathering around the TV when the commercial is about to begin. The ad touts that the cream can “significantly reduce itch, fast.”
The ad made its debut on June 18 and last aired on October 7 this year. It grabbed a coveted slot on ESPN, airing during NFL football recently.
10. Mounjaro, ‘Julieta’
Eli Lilly’s new 75-second ad for its GLP-1 blockbuster diabetes drug Mounjaro (tirzepatide) this year shows a woman wondering, “What if [her] type 2 diabetes takes over?” and “What if all she does is not enough?” But she then asks, “Or what if I can do diabetes differently?”
The voiceover in the ad then talks about the many touted benefits of Mounjaro, including how it can help regulate blood sugar and decrease the amount of food you eat. It also cites data such as how three out of four people were able to reduce their HbA1c levels to under seven percent and how people taking Mounjaro lost up to 25 lbs. The ad ends with the woman saying, “I can do diabetes differently with Mounjaro.”
The ad, which first aired on July 25, 2024, and last aired on December 2, 2024, was most recently seen on Estrella TV during El Chapulin Colorado. The ad has both Spanish and English versions.
Lilly spent $2 million on the ad, which received 40.6 million total TV impressions in the aforementioned period.
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