May 22, 2025

Novo’s Wegovy and J&J’s Tremfya Lead Pharmaceutical Ad Spending Surge During March Madness

Novo’s Wegovy, J&J’s Tremfya Boost TV Ad Spending During March Madness

In a notable shift in advertising dynamics within the pharmaceutical sector, Novo Nordisk’s publicity surge for its obesity treatment, Wegovy, alongside Johnson & Johnson’s enhanced spending for Tremfya, is indicative of a strategic pivot towards engaging audiences during the historically significant March Madness basketball tournament. Recent data reveals that the top ten pharmaceutical spenders collectively allocated an impressive $248 million on TV drug advertising in March, representing a harmonious balance between January’s soaring $302.5 million and February’s sharp drop to $204.5 million.

Change in Spending Trends

The current trends reveal a significant transformation in the advertising landscape for the pharmaceutical industry. Last year, AbbVie’s Skyrizi and Rinvoq dominated the TV ad spending rankings, securing the top positions consistently. However, the first quarter of 2025 has painted a different picture. The two AbbVie products have only managed to achieve top-two monthly rankings on one occasion thus far, representing a stark contrast to their stronghold in early 2024.

In both January and March of 2025, Skyrizi and Rinvoq have slipped to third and fourth positions respectively, overtaken by Novartis’ Pluvicto and Johnson & Johnson’s Tremfya in January and more recently by Novo Nordisk’s Wegovy and Tremfya again in March.

March’s Top Ad Spenders

Leading the charge in ad spending for March were:

1. Wegovy by Novo Nordisk

  • Estimated National TV Ad Spend: $40.4 million (up from $25.8 million in February)
  • Number of Spots: 1
  • Biggest-ticket Ad: “Discover the Power: $0” (Estimated spend: $40.4 million)

2. Tremfya by Johnson & Johnson

  • Estimated National TV Ad Spend: $32.6 million (up from $20.1 million in February)
  • Number of Spots: 4 (one ulcerative colitis, three psoriasis)
  • Biggest-ticket Ad: “Break Away” (Estimated spend: $23.3 million)

3. Rinvoq by AbbVie

  • Estimated National TV Ad Spend: $29.2 million (down from $34.8 million in February)
  • Number of Spots: 5 (two eczema, two UC/Crohn’s, one arthritis)
  • Biggest-ticket Ad: “Just Okay: Jet Ski” (Estimated spend: $11.7 million)

4. Skyrizi by AbbVie

  • Estimated National TV Ad Spend: $27.9 million (up from $27 million in February)
  • Number of Spots: 6 (four psoriasis, one Crohn’s/UC, one psoriatic arthritis)
  • Biggest-ticket Ad: “In the Picture” (Estimated spend: $15.1 million)

5. Rexulti by Lundbeck and Otsuka

  • Estimated National TV Ad Spend: $26.2 million (up from $19.3 million in February)
  • Number of Spots: 2 (one depression, one Alzheimer’s)
  • Biggest-ticket Ad: “Still Masking: Garage and Office” (Estimated spend: $18.1 million)

6. Ozempic by Novo Nordisk

  • Estimated National TV Ad Spend: $21.7 million (up from $10.6 million in February)
  • Number of Spots: 3
  • Biggest-ticket Ad: “Testimonials: Michael and Tanya” (Estimated spend: $16.1 million)

7. Dupixent by Sanofi and Regeneron

  • Estimated National TV Ad Spend: $20.9 million (down from $22.4 million in February)
  • Number of Spots: 6 (two asthma, four eczema)
  • Biggest-ticket Ad: “Kenny” (Estimated spend: $7.9 million)

8. Zepbound by Eli Lilly

  • Estimated National TV Ad Spend: $19 million (up from $8.4 million in February)
  • Number of Spots: 4
  • Biggest-ticket Ad: “Change: What’s Possible” (Estimated spend: $13.8 million)

9. Jardiance by Eli Lilly and Boehringer Ingelheim

  • Estimated National TV Ad Spend: $15.8 million (up from $13.9 million in February)
  • Number of Spots: 3 (one CKD, two diabetes)
  • Biggest-ticket Ad: “Musical: Store” (Estimated spend: $11.2 million)

10. Vraylar by AbbVie

  • Estimated National TV Ad Spend: $14.3 million (up from $8.9 million in February)
  • Number of Spots: 3 (one depression, two bipolar)
  • Biggest-ticket Ad: “Stuck in My Head: Basketball” (Estimated spend: $11.2 million)

Conclusion

The pharmaceutical advertising landscape is undergoing a clear transformation as companies like Novo Nordisk and Johnson & Johnson capitalize on significant cultural events to enhance exposure and engagement. With the advent of March Madness providing a compelling backdrop, it will be interesting to observe if these investment patterns will persist and influence overall sales trends in the health industry moving forward.

LATEST ARTICLES
RECOMMENDED
May 22, 2025

Trading foreign exchange, stocks, options, or futures on margin carries a high level of risk, and
may not be suitable for all investors. Before deciding to trade, you should carefully consider your
objectives, financial situation, needs and level of experience. WallStreetConservative provides general
advice that does not take into account your objectives, financial situation or needs. The content
of this website must not be construed as personal advice. The possibility exists that you could
sustain a loss in excess of your deposited funds and therefore, you should not speculate with
capital that you cannot afford to lose. You should be aware of all the risks associated with
trading on margin. You should seek advice from an independent financial advisor. Past
performance is not necessarily indicative of future success.

Get Breaking Market Updates Sent Right to Your Phone

Enter Your Cell Phone Today to Start

On this website we use first or third-party tools that store small files (cookie) on your device. Cookies are normally used to allow the site to run properly (technical cookies), to generate navigation usage reports (statistics cookies) and to suitable advertise our services/products (profiling cookies). We can directly use technical cookies, but you have the right to choose whether or not to enable statistical and profiling cookies. Enabling these cookies, you help us to offer you a better experience.