MarketingRx roundup: AbbVie, Sanofi and Regeneron lead pharma ad spend; BMS launches new equity grants
AbbVie is leading branded drug ad spending this year with Skyrizi at $415 million through the first nine months of the year, according to Vivvix data. Sanofi and Regeneron’s Dupixent is in second at $369 million, but another AbbVie brand, Rinvoq, is a close third with $357 million spent so far, according to the MediaRadar company, with paid social data from Pathmatics.
It’s déjà vu all over again following in the steps of AbbVie anti-inflammatory brand Humira, which led pharma spending for years before it lost patent exclusivity and AbbVie retired its advertising. AbbVie has long touted Skyrizi and Rinvoq as the next generation after Humira — and is keeping ad spending on a similar path.
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