Pharma

Dupixent tops pharma TV ad rankings for first time in 2025

Pharma brands achieved the most impressions from ABC and saw a year-over-year increase in impressions from cable channels like Fox News, CNN and MSNBC.

Heerea Rikhraj

March 12, 2025

4:42 pm

Credit: Getty Images / Rapeepong Puttakumwong

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After several months, inflammatory disease medication Dupixent has finally reclaimed its spot atop the rankings for over-the-counter (OTC) and Rx brand marketing on TV.

The Regeneron and Sanofi brand, which finished in second place last month, took home the title in February — knocking off Mucinex for the top spot.

According to data released by iSpot.tv on Wednesday, Dupixent achieved an impressions share of voice (SOV) of 3.80% and generated 2.3 billion impressions in total.

Though the brand finished first in February, its impressions decreased from what the brand achieved in January — 4.26% impressions SOV and 2.9 billion impressions. The brand also reduced its spending from $32 million to $22.4 million.

AbbVie’s Rinvoq moved up a few spots, securing second place on the list. The Crohn’s and arthritis treatment generated an impressions SOV of 3.71% and a total of 2.3 billion impressions.

Like Dupixent, Rinvoq’s impressions SOV and total impressions also dipped slightly month-over-month. The brand also reduced its spending to $38.4 million from $42.5 million in January.

What’s notable about the data is that the top five brands in February all benefitted the most from advertising on ABC. Both Dupixent and Rinvoq generated the most impressions from ABC World News Tonight with David Muir.

Mucinex, which held last month’s top spot, fell to third place, achieving an impressions SOV of 3.56% and 2.2 billion total impressions. Having spent only $9 million, the cold and flu relief brand generated the most impressions from Today with Jenna & Friends.

AbbVie’s Skyrizi and Johnson & Johnson’s Tremfya secured fourth and fifth places, generating impressions SOVs of 3.29% and 2.91%, respectively. The brands also achieved 2 billion and 1.8 billion impressions, respectively.

Skyrizi benefitted most from ABC’s SportsCenter, spending $27 million in advertising, while Tremfya benefitted from ABC’s Good Morning America, spending $20 million in advertising.

Proctor and Gamble’s sinus relief brand Vicks, Otsuka Pharmaceuticals’ Alzheimer’s drug Rexulti, Novo Nordisk’s Wegovy, Bayer’s Claritin and Bausch + Lomb’s Blink rounded out the bottom five on the list.

Bausch + Lomb’s Blink spent the least of the top 10 brands in terms of advertising, generating an impressions SOV of 1.83% and total impressions of 1.1 billion while spending a mere $4 million.

For pharma brands, ABC Tonight with David Muir delivered the widest reach — generating an average of 1.92% impressions SOV.

Programs like The Price is Right and NBC Nightly News with Lester Holt followed closely behind, generating an impressions SOV of 1.81% and 1.80%, respectively.

NBC Nightly News also experienced a 44.6% year-over-year increase in impressions, making it a program that pharma brands could reliably turn to for advertising throughout the month.

On the other hand, ABC World News saw a year-over-year decline in impressions for pharma.

Another noteworthy finding is that MSNBC’s The Rachel Maddow Show increased pharma impressions by elevenfold compared to February 2024. The show returned to a temporary weeknight schedule compared to the weekly schedule it was on in 2024 to cover the first few months of President Donald Trump’s administration.

Cable networks also achieved a significant year-over-year increase in pharma impressions. Fox News saw a 63% increase in impressions, CNN saw a 46.8% increase and MSNBC saw a 32.3% increase.

Non-news shows like Storage Wars, Homestead Rescue, The Voice and Saturday Night Live delivered a significantly higher amount of impressions for pharma brands, too, achieving an impressions SOV increase between 150% and 230%.
The programs that achieved notable but cost-effective reach for pharma were The Price Is Right (1.81% impressions SOV) but 13th for spend, Law & Order: Special Victims Unit (1.34% impressions SOV) but 14th for spend, NCIS (1.14% impressions SOV) but 24th for spend and The Young and the Restless (0.95% impressions SOV) but 31st for spend.

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