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Vicks retains top spot among Rx, OTC pharma brands in December?

Vicks once again achieved the top monthly spot for TV impressions, while iSpot noted that pharma brands generated more year-over-year returns from sports and news cables compared to 2023.

Heerea Rikhraj

January 15, 2025

1:46 pm

Credit: Getty Images / Yellyana Hardi

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Vicks retained the top monthly spot for TV ad impressions among Rx and over-the-counter (OTC) pharma brands, according to data released by iSpot.tv on Wednesday afternoon.

The cold and flu brand from Procter and Gamble had an impressions share of voice (SOV) of 5.94%, down slightly from 6.6% SOV in November. The brand’s total impressions also dipped slightly month-over-month from 3.5 billion to 3.2 billion.

Vicks spent approximately $14.4 million on TV advertising impressions, around $10 million less than it spent in November. The brand received the most network impressions from CBS, with a decent return from the daytime game show Let’s Make a Deal.

AbbVie’s Skyrizi knocked cold and flu brand Mucinex back to third place, leapfrogging into second place. The inflammatory disease drug achieved an impressions SOV of 5.65%.

Skyrizi had a total of 3.1 billion impressions and spent around three times the amount on TV advertising than Vicks, bringing its estimated total expenditure to $48.2 million. This marked the highest TV ad spend of any brand in the top 10.

Skyrizi benefited from NBC’s network of programs, particularly gaining strong impressions from its coverage of college football games.

Reckitt’s Mucinex settled for third place, achieving an impressions SOV of 5.64%. It also had the same number of impressions as Skyrizi, though it spent a total of $11.2 million on its TV marketing efforts.

Mucinex ads received most of its impressions on ABC, thanks largely to ABC World News Tonight with David Muir.

Johnson & Johnson’s Tremfya and AbbVie’s arthritis treatment Rinvoq took fourth and fifth place, with the treatments generating 4.82% and 3.83% impressions SOV, respectively. Both brands spent more in advertising than Vicks and Mucinex, but less than Skyrizi.

AstraZeneca and Bristol-Myers Squibb’s Farxgia, Sanofi and Regeneron’s Dupixent, Novo Nordisk’s Wegovy, Bayer’s Alka-Seltzer Plus and Haleon’s Robitussin took the last five spots on the top 10 list. Once again, Robitussin had the lowest spend of all, spending $5.3 million for a 2.4% impressions SOV.

The data also featured some interesting trends regarding pharma marketing in 2024. The iSpot report noted that pharma brands generated more year-over-year returns from sports and news cables compared to 2023.

As it relates to December, pharma’s ad impressions on cable news increased year-over-year. This was particularly felt on Fox News – which delivered a 30% year-over-year increase in pharma ad impressions.

CNN also recorded a bump, delivering 28% more pharma ad impressions during the month. Ad impressions from MSNBC, on the other hand, only saw a 2% increase.

When it comes to sports, pharma ad impressions on ESPN grew by 59%, driven in part by the reach of women’s college basketball broadcasts, Pardon the Interruption, First Take and college football broadcasts – all of which recorded triple-digit year-over-year increases.

With the Super Bowl less than a month away, NFL broadcasts delivered the widest reach for the pharma industry, generating a 2.42% impressions SOV.

NBC Nightly News with Lester Holt and The Price is Right took the second and third spots for impressions SOV, coming in at 2.24% and 1.96%, respectively.

The Price is Right, which was recognized in last month’s report for its wide reach and affordability, was once again praised for these factors as it ranked just outside the top 10 for spend.

NBC Nightly News with Lester Holt, had a 143% increase year-over-year in pharma’s estimated TV ad spend and delivered a 96% increase in estimated impressions. The program achieved this in part from new pharma advertisers such as Bausch + Lomb’s Miebo prescription eye drops, which didn’t even start TV advertising until October.

Programs that provided notable reach with more-budget friendly placements included Let’s Make a Deal, The Young and the Restless, The Bold and the Beautiful and Forensic Files.

To read a January 2025 article on Skyrizi claiming the year-end TV ad crown among Rx, OTC pharma brands, click here.

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Vicks retains top spot among Rx, OTC pharma brands in December?

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