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Vicks retains top Rx, OTC pharma brand spot in November

Vicks held on to its number one spot with an impressions SOV of 6.6% and 3.5 billion impressions.

Heerea Rikhraj

December 9, 2024

1:18 pm

Credit: Getty Images / Stefano Madrigali

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With flu season in full swing, Vicks retained its spot as the top over the counter pharma brand for TV impressions, according to data released by iSpot.tv on Monday afternoon.

The cold and cough relief brand had an impressions share of voice (SOV) of 6.6% and a total 3.5 billion impressions, which was slightly higher than the brand’s impressions last month.

The Procter and Gamble brand spent approximately $24.6 million on national TV advertising and received its top network impressions from CBS, with substantial return on investment for ads that ran during NFL broadcasts.

Cold and flu brand Mucinex nudged out eczema and asthma company Dupixent for the second spot, generating an impressions SOV of 4.8% and a total of 2.5 billion impressions. The company spent an estimated $10 million in national TV advertising, generating the most impressions on ABC and the CBS daytime game show Let’s Make a Deal.

AbbVie’s Skyrizi held steady in the third spot, generating an impressions SOV of 4.7% and 2.5 billion total impressions.

Once again, the treatment for psoriasis, ulcerative colitis, Crohn’s disease and psoriatic arthritis spent the most of any of the top 10 brands on advertisements, with the total spend amounting to $46 million. Still, this number marked a $4 million month-over-month decline.

Notably, Skyrizi topped the list of brands in Q2 and Q3, as well as the late summer months.

Dupixent and Johnson & Johnson’s Tremfya rounded out the top five, generating impressions SOVs of 4.4% and 4.02% respectively. Both brands spent more in advertising than both Vicks and Mucinex.

The bottom five of the list included AbbVie’s Rinvoq, Novo Nordisk’s Wegovy, Bayer’s Alka-Seltzer, Otsuka’s Rexulti and Haleon’s Robitussin. Once again, Robitussin had the lowest spend of the top 10 brands, with $5.1 million in estimated TV spending.

Fitting with this time of year, college football delivered the widest reach for pharma ads, generating a 2.15% impressions SOV. Both the NFL and ABC World News with David Muir trailed closely behind in terms of their returns for medical marketing.

According to the data, college football delivered 56% more impressions this November than it did last yearNovember. Similarly, impressions derived from the NFL were up 33% year-over-year.

Shows that generated sizable impressions with more budget-friendly placements included Law & Order: SVU, The View, The Price is Right and NCIS. Law and Order ranked fifth for reach with an impressions SOV of 1.4%, but 13th for spend at 0.75%.

The View generated a reach of 1.3%, with a 0.72% spend, while The Price is Right received a reach of 1.29%, with a spend of 0.5%, and NCIS had a reach of 1.1% for a 0.6% spend.

Of this list, The Price is Right stood out, as it ranked eighth in reach and 18th in spend.

Cable networks like ION, Game Show, TV Land and Oxygen also offered wide reaches at lower price tags, iSpot noted. ION generated 3.1% in reach for a 0.8% spend, Game Show generated a 2% reach for 0.9% spend, TV Land generated a 1.8% reach for 0.7% and Oxygen got 1.7% reach with a 0.4% spend.

Out of this list, Oxygen stood out, as they ranked 16th place in reach but 39th in spend.

The data backs last month’s sentiments from Scott Swanson, the SVP of marketing at iSpot, who noted that pharma brands can capture a wide reach without relying on high-cost primetime airings.

To read a January 2025 article on Vicks retaining the top spot among Rx, OTC pharma brands in December, click here.

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Vicks retains top Rx, OTC pharma brand spot in November

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