Mar­ket­ingRx roundup: Phar­ma mar­keters grab screen time at Gram­my Awards; Boehringer adds new Jar­diance TV ad

What was (phar­ma) made for? Bil­lie Eil­ish’s an­them for the “Bar­bie” movie scooped up song of the year and a 3-minute ren­di­tion at the Gram­my Awards on Sun­day, but phar­ma mar­keters got even more screen time in be­tween the gold­en gramo­phone hand­outs. Phar­ma clocked a to­tal of 7.5 min­utes in TV me­dia buys dur­ing the live broad­cast, ac­cord­ing to re­al­time TV ad track­er iS­pot.tv. The red-car­pet run­down in­clud­ed sev­en pre­scrip­tion brands, along with two un­brand­ed shin­gles ads from GSK. The brands? Bris­tol My­ers Squibb’s Camzyos (90 sec­onds); No­var­tis’ Kes­imp­ta (60 sec­onds); Astel­las’ Veozah (60 sec­onds); Vi­iV Health­care’s Apre­tude (60 sec­onds); Pfiz­er’s Paxlovid (60 sec­onds); Ab­b­vie’s Skyrizi (30 sec­onds) and GSK’s Arexvy (30 sec­onds).

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