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Pharma sings for its supper as AstraZeneca, Eli Lilly, Pfizer, and more spend big on drug ads at the Grammys

You may have been enthralled by the Adele/Harry Styles drama, but Big Pharma also had a big night at the 65th Annual Grammy Awards this week.

While the Super Bowl this week is not a big draw for pharma, the Grammys provides a better opportunity to promote its products, and there were eight names all vying for your attention this year, according to data by real-time ad trackers at iSpot.TV and shared with Fierce Pharma Marketing.

The going rate for national TV ad spend on the ads was $1.6 million for the top seven spenders (though J&J forked out a little less, $1.2 million, for its ad on immunology drug Stelara), but some got a little more bang for their buck.

In terms of TV ad impressions (i.e., when someone sees the ad), iSpot found that AstraZeneca’s TV spot for its respiratory drug Fasenra, called “Remember,” came top, with 9.5 million impressions and two airings.

In a close second was Eli Lilly’s “School Play,” its latest ad for breast cancer therapy Verzenio, a drug that also featured in last year’s top 10 TV drug ad spenders’ list. It had 9.3 million impressions, again with two airings.

Taking the final podium place was Lilly’s rival Novartis for its breast cancer therapy Kisqali, with 8.9 million impressions, for its “Long Live” spot.

BMS also launched a new ad campaign for its new dermatology drug Sotyktu, which saw 8.8 million impressions putting it in fourth position. Otsuka and Lundbeck’s Rexulti came in fifth though with a big drop in impressions, down to just 8.1 million for “Build on your Progress.”

In at six was the new, big ad for Pfizer’s COVID-19 therapy Paxlovid called, simply, “If it’s COVID, it’s PAXLOVID” as Pfizer looks to up the marketing on its COVID products amid predicted falls in income from its pandemic drug and vaccines this year. Like Rexulti, it also saw 8.1 million impressions.

In at seven was ViiV Healthcare’s TV spot for HIV PrEP drug Apretude in “Another Way” with 7.5 million impressions, and Stelara took the eighth spot with, “Move Toward Relief,” with 7.4 million impressions.