Pharma

Dupixent tops pharma ad impressions rankings for Q1 2025

With broadcasts of the college football and NFL playoffs, as well as the men’s and women’s college basketball tournaments, many drugmakers looked to sports for advertising opportunities in Q1.

Jack O'Brien

April 14, 2025

3:40 pm

Source: Getty Images

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Dupixent topped Rx and over-the-counter (OTC) pharma brands for ad impressions during Q1 2025, according to data released by iSpot.tv on Monday afternoon.

The Regeneron and Sanofi brand for asthma and eczema, which claimed the top spot in February, finished the first three months of the year with an impressions share of voice (SOV) of 3.79% and 7.3 billion impressions in total.

Dupixent spent an estimated $75.7 million on national TV advertising, with most of its impressions coming from ABC and its flagship news program ABC World News Tonight With David Muir.

Taking home silver was Reckitt’s cold and flu sinus relief brand Mucinex, which recorded an impressions SOV of 3.71% and 7.1 billion impressions in total.

Mucinex had an estimated national TV ad spend of $28.1 million, with its top network being ABC and its top program being Today With Jenna & Friends.

Mucinex was the top brand for advertisers in January, accruing a 5.23% SOV as well as 3.5 billion impressions during the height of cold and flu season.

In third was AbbVie’s Rinvoq, with an impressions SOV of 3.47% and 6.7 billion impressions.

Rinvoq finished with the highest estimated national TV ad spend of $108 million, generating its greatest returns from ABC.

Rounding out the top five were Johnson & Johnson’s Tremfya and AbbVie’s Skyrizi. The J&J brand – which led the rankings in March – had an impressions SOV of 3.31% and 6.6 billion impressions, while the AbbVie medication finished closely behind with an impressions SOV of 3.30% and 6.6 billion impressions.

The bottom half of the list consisted of Procter and Gamble’s Vicks, Otsuka Pharmaceutical’s Rexulti, Novo Nordisk’s Wegovy, Haleon’s Advil and Bayer’s Claritin.

Notably, Claritin finished with the lowest estimated national TV ad spend with $15.7 million.

Beyond the rankings, iSpot offered a breakdown of what programming, channels and shows offered the best returns on investment for pharma brands.

Given the college football and NFL playoffs, as well as the men’s and women’s college basketball tournaments, many drugmakers looked to sports for advertising opportunities in Q1.

The report noted that some sports and related programming garnered more impressions year-over-year, with impressions on ESPN’s SportsCenter up 71.2%, while NFL impressions increased by 15.6%.

The advertising performance looked a bit different on the hardwood. Pharma ad airings during men’s college basketball games decreased by nearly 13% year-over-year, though impressions were up 10.8%.

Similarly, NBA pharma ad airings were down 33.4%, but impressions from NBA games ticked up 1.6%.

News broadcasts continue to be a reliable source of ad impressions for pharma companies, with ABC World News Tonight With David Muir delivering the widest reach for the pharma industry, followed by NBC Nightly News With Lester Holt.

The latter program had the largest year-over-year increase in impressions, up 29.1% compared to Q1 2024.

At Fox News, Hannity’s pharma ad impressions rose 89.5% year-over-year, while those generated by The Five increased 36.2%.

Among the three major cable news networks, CNN’s ad impressions jumped 57%, Fox News’ impressions were up 45.2% and MSNBC’s impressions rose 18.5%.

Other top cable networks included INSP, up 94.4%; Food Network, up 38%; ESPN, up 37.2% and Hallmark, up 19.2%.

Additionally, The Price Is Right increased 19.4% over the same period and ranked second for reach but 14th for spend.

Meanwhile, Law & Order: Special Victims Unit clocked in at fifth for reach and 18th for spend, NCIS ranked sixth for reach and twenty fifth for spend and The Young and the Restless was tenth for reach and twenty ninth for spend.

To read a May 2025 article on AbbVie’s Skyrizi leading pharma TV ad rankings for April 2025, click here.

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