For the fourth year running—and the third in a row for Skyrizi specifically—an AbbVie immunology med has claimed the top spot in the full-year TV drug ad spending rankings, as calculated by iSpot.TV.
Both Skyrizi and its cousin Rinvoq have landed in the annual top three, in varying positions, since 2022. That was once again the case in 2025, when Skyrizi retained its place at the top and Rinvoq took bronze, slipping one spot from the year prior.
The AbbVie drugs’ full-year dominance may come as a bit of a surprise, as neither med held the top spot in 2025’s individual monthly roundups as often as they have in previous years. But, with nearly $440 million poured into airing Skyrizi’s commercials throughout the year and more than $376 million for Rinvoq’s, their spots on the podium are undeniable.
Landing between the two was a frequent challenger to AbbVie’s meds in the monthly lists: Johnson & Johnson’s Tremfya, which also closed out 2025 as December’s top spender. The immunology blockbuster took sixth place in 2024 after more than tripling its TV ad spending from the year before, and it came close to repeating the feat in 2025, as its annual outlay surged from $160 million to $431 million year over year.
Holding steady in fourth place was Novo Nordisk’s Wegovy, with close to $300 million spent airing just three TV ads, while Sanofi and Regeneron’s Dupixent—previously a mainstay in the annual top three—fell to fifth as its spending dropped by about $38 million.
Dupixent’s decrease was the only one on the list. Even as Lundbeck and Otsuka’s Rexulti and Eli Lilly and Boehringer Ingelheim’s Jardiance each slipped one spot from 2024 to sixth and eighth place in 2025, respectively—their TV ad spending outlays still ticked upward.
In the seventh and ninth spots were a pair of newcomers to the full-year list: J&J’s Caplyta, which more than doubled its 2024 spend to top $185 million last year, and Lilly’s Zepbound, with a whopping 1300% year-over-year increase from $11.5 million to just over $160 million to air its 13 TV spots in 2025.
Rounding out the top 10 was another AbbVie offering, as Vraylar held steady with close to $130 million spent airing a total of six ads across its depression and bipolar indications.
For all of 2025, the top 10 spenders shelled out a combined total of $2.67 billion to air their TV ads, well above the previous year’s $2.13 billion.
And, as noted throughout much of the year on a month-by-month basis, professional football broadcasts ranked highly among their go-to placements, with eight—including all of the top five brands—listing the NFL as their top TV program by spend for 2025. The outliers were both news programs: Rexulti listed “Today With Jenna & Friends,” while Vraylar relied on “ABC World News Tonight With David Muir.”
Below, find the full data behind the year’s 10 biggest pharma ad spenders, as compiled by iSpot.TV for Fierce.
1. Skyrizi
Movement: No change vs. 2024
What is it? AbbVie’s immunology drug
Est. national TV ad spend: $439.6 million (up from $377.3 million in 2024)
Number of spots: 13 (eight psoriasis, four ulcerative colitis/Crohn’s disease, one psoriatic arthritis)
Biggest-ticket ad: “In the Picture” (est. $217.6 million)
2. Tremfya
Movement: Up four spots
What is it? Johnson & Johnson’s immunology drug
Est. national TV ad spend: $431 million (up from $160.1 million in 2024)
Number of spots: 15 (seven psoriasis, four UC/Crohn’s disease, four psoriatic arthritis)
Biggest-ticket ad: “Break Away” (est. $140.5 million)
3. Rinvoq
Movement: Down one spot
What is it? AbbVie’s JAK inhibitor immunology drug
Est. national TV ad spend: $376.4 million (up from $338.1 million in 2024)
Number of spots: 11 (five eczema, three UC/Crohn’s, three arthritis)
Biggest-ticket ad: “Just Okay: Jet Ski” (est. $75.1 million)
4. Wegovy
Movement: No change
What is it? Novo Nordisk’s GLP-1 agonist for obesity
Est. national TV ad spend: $298.1 million (up from $263.2 million in 2024)
Number of spots: Three
Biggest-ticket ad: “Discover the Power: $0” (est. $217.1 million)
5. Dupixent
Movement: Down two spots
What is it? Sanofi and Regeneron’s immunology drug
Est. national TV ad spend: $241.3 million (down from $279.2 million in 2024)
Number of spots: 19 (two gastrointestinal, seven asthma, 10 eczema)
Biggest-ticket ad: “This Is Better: Roller Disco” (est. $58.5 million)
6. Rexulti
Movement: Down one spot
What is it? Lundbeck and Otsuka’s neurology drug
Est. national TV ad spend: $241.1 million (up from $223.8 million in 2024)
Number of spots: Four (two depression, two Alzheimer’s)
Biggest-ticket ad: “Still Masking: Garage and Office” (est. $101.8 million)
7. Caplyta
Movement: Not listed in 2024
What is it? Johnson & Johnson’s atypical antipsychotic drug
Est. national TV ad spend: $185.7 million (up from $83.1 million in 2024)
Number of spots: Four (two MDD, two bipolar)
Biggest-ticket ad: “The Darkness of Bipolar Depression: Let in The Lyte” (est. $83.2 million)
8. Jardiance
Movement: Down one spot
What is it? Eli Lilly and Boehringer Ingelheim’s diabetes and kidney disease drug
Est. national TV ad spend: $171.5 million (up from $134.5 million in 2024)
Number of spots: Six (four diabetes, two CKD)
Biggest-ticket ad: “Musical: Store” (est. $54.2 million)
9. Zepbound
Movement: Not listed in 2024
What is it? Eli Lilly’s GIP/GLP-1 agonist for obesity
Est. national TV ad spend: $160.1 million (up from $11.5 million in 2024)
Number of spots: 13
Biggest-ticket ad: “Change: Savings Options” (est. $33.5 million)
10. Vraylar
Movement: No change
What is it? AbbVie’s bipolar and MDD drug
Est. national TV ad spend: $128.9 million (up from $117.7 million in 2024)
Number of spots: Six (two bipolar, four depression)
Biggest-ticket ad: “Stuck in My Head: Basketball” (est. $48.1 million)