It’s not a secret to market observers that pharmaceutical companies have embraced broadcast television and national spots to help build brand awareness and grow sales. Last week, one Pharma brand led the pack in a big way.
For the week ending March 23, Dupixent was the leader by spot play, according to Media Monitors’ weekly look at national spot totals per play count.
Skyrizi was also present, but with nearly half of what the spot total was for Dupixent.
Meanwhile, Liberty Mutual Insurance revved up its spot engines at broadcast TV, and in doing so is the top overall brand using television thanks to its continued to command of spot cable.
Otherwise, there is little overlap between spot cable and spot TV in the top 10, with Domino’s and Progressive present on both charts but few others.
The big takeaway is that the cruise line business is finally recovering to pre-pandemic performance, and Celebrity Cruises — which RBR+TVBR will be experiencing for the first time in the coming weeks — is new at No. 7 with its newest Spot Cable campaign.
