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And the Oscar goes to…pharma ads.

Yes, Anora took home the most honors at the 97th Academy Awards on Sunday night — including Best Picture — but medical marketing made an impact, too.

A number of prominent pharma companies advertised during the nearly four-hour affair, which attracted 19.7 million average viewers throughout the broadcast — marking the fourth consecutive year of viewership growth. 

Of note, this was the first Oscars broadcast via streaming, with Disney airing the ceremony via Hulu in addition to ABC.

This year’s festivities were particularly promising for advertisers, according to EDO, which found that Oscars ads were 172% more effective than the prime-time average.

The company stated that advertisers would need to air, on average, about 88 prime-time ads to generate as much impact as one airing during the Oscars.

While the Super Bowl may not always be the ideal spot for pharma, major cultural events like the Oscars and other entertainment awards shows can offer a more appropriate opportunity for advertising. 

This year, drugmakers leaning into this space included the likes of Novo Nordisk, Novartis and Eli Lilly — which debuted its Healthy Skeptic spot days before the broadcast. 

Pharma shines on screen

Among the dozens of ads that ran during the ceremony, Big Pharma performed admirably, according to data from EDO.

An analysis by the TV outcomes company found that pharma ads generated 23% of ad-driven consumer engagement during the Oscars — excluding movies and entertainment titles.

Additionally, consumers were 477% more likely to engage with pharma ads during the Oscars than the average prime-time program.

EDO also ranked the top 10 Oscars ads by consumer engagement, with Novo and Lilly making the list.

Novo’s 90-second Discover the Power ad for GLP-1 Wegovy drove 465% as much engagement as the median-performing Oscars ad, according to EDO. 

The ad ranked fourth overall in terms of impact.

Additionally, Lilly’s 90-second Change ad for Zepbound drove 299% as much engagement as the median ad, while the drugmaker’s Healthy Skeptic spot drove 250% as much engagement. 

The two spots ranked eighth and ninth overall, respectively.

Viewers want more

In contrast to EDO’s analysis, U.K.-based ad agency DAIVID found that a number of the pharma ads didn’t score well with viewers.

Though Lilly had the most dramatic new ads for the Oscars, DAIVID said viewers found them to be “text heavy” and “preachy.”

The layered voices utilized in the narration were considered “extremely off-putting” for the audience, according to the analysis. 

Additionally, it found that viewers were confused by the creative and disengaged when the ad discussed prescription options and government regulators instead of a particular drug or medication. 

Novo’s Wegovy ad sparked a strong uptake in interest and overall intense positive emotions with viewers when the narration asked, “Have you always had trouble with your weight?”

However, the agency noted that this also generated a peak for intense negative emotions like ‘awkwardness,’ ‘contempt’ and ‘disgust’. 

Still, viewers’ intense positive emotions finished at their highest levels at the end of the ad.

Though it ran during Super Bowl LIX, Novartis’ Your Attention, Please spot featuring Hailee Steinfeld scored 8.4% lower than the U.S. average for positive emotions and 30% higher for negative emotions at the Oscars.

Despite having a 17% higher brand recall than the average, the awareness effort didn’t deliver on viewer action, with intentions to share and talk about the ad trailing the average between 8% to 16%.

DAIVID also evaluated an ad for Jardiance, which features an anthropomorphic turtle promoting chronic kidney disease treatment from Lilly and Boehringer Ingelheim.

For what it’s worth, the analysis indicated that the word ‘Jardiance’ drove the strongest confusion throughout the creative. 

Two thumbs up

Much like Anora, an indie film that took home the top prize by upsetting box office blockbusters, some pharma ads took a circuitous route to success Sunday night.

Of the several pharma ads that ran, Kantar honed in on two that stood out: Novartis’ Your Attention, Please as well as Lilly’s Healthy Skepticism.

Utilizing ad testing through its LINK database, Kantar found that both ads were unconventional for pharma ads, yet scored “very high” at contributing to long-term brand equity.

“Both of these brands break from conventional pharma advertising and dial up the engagement factor by being entertaining, provocative and different from their competitors,” Kantar noted in a statement. “Both ads succeed in building awareness and long term brand equity.”

Based on its scoring system, which compares an ad to all other ads in the database for the U.S., Lilly’s spot scored better than 78% of ads in terms of brand power, 81% for being different, 84% for enjoyment and 89% for being meaningful.

To the market research company, Health Skepticism reminded consumers of the value of the nation’s regulatory system as well as the need to trust the pharmaceuticals they take.  

Kantar said the ad successfully communicated what makes Lilly a meaningful and different brand that consumers can trust.

As for Novartis, its spot once again contributed to brand equity, scoring better than 82% of ads in terms of brand power.

The ad also established Novartis as a brand that is meaningful, outpacing 93% of other ads while also notching 92% on the enjoyment percentile.