Johnson & Johnson’s immunology drug Tremfya is looking to challenge AbbVie’s dominance in 2026, securing the top spot as the biggest TV drug ad spender in March.
J&J spent $50.3 million on TV ads for its drug, according to data shared with Fierce Pharma Marketing from analysts at iSpot.tv. That’s up more than $10 million from February, when it ranked second in spending.
Tremfya began the year in the top spot in January and is on an early course to rival the dominance of AbbVie, which has seen one of its blockbuster drugs claim the annual crown as the top TV spender for each of the past four years.
AbbVie is still in the fight, however, taking the podium spots behind J&J with its immunology duo Skyrizi and Rinvoq, spending $42.1 million and $36.3 million, respectively. Rinvoq fell two spots after taking the top position in February.
J&J is back again in fourth with its atypical antipsychotic drug Caplyta, with the drug up two spots from its February ranking and a $5.5 million increase in spending month over month.
Eli Lilly’s obesity drug Zepbound comes in fifth, up two spots, with its highest level of spending going to its TV ad “Watch This: Head-to-Head,” which accounted for $12.3 million in March.
Lilly returns in sixth alongside partner Boehringer Ingelheim with their diabetes and kidney disease drug Jardiance, while Sanofi and Regeneron’s megablockbuster immunology drug Dupixent takes seventh place.
Lundbeck and Otsuka's neurology drug missed the top 10 in February but returned to eighth place in March.
It was a big drop for Novo Nordisk’s obesity drug Wegovy, which fell six places to ninth, with spending sinking from $39.5 million in February to $13.5 million last month.
Bristol Myers Squibb’s schizophrenia drug snuck into the final spot after not ranking in the top 10 in February.
Check out the top 10 below, as compiled from analysts at iSpot.tv.
1. Tremfya
Movement: Up one spot
What is it? Johnson & Johnson’s immunology drug
Est. national linear TV ad spend: $50.3 million (up from $39.8 million in February)
- UC/Crohn’s disease: $33 million
- Psoriasis: $5 million
- Psoriatic Arthritis: $12.3 million
Top TV network by spend share of voice (SOV): ABC (17.69%)
Top TV program by spend SOV: Men’s college basketball (5.34%)
Number of spots: 11 (three psoriasis, five UC/Crohn’s disease, three psoriatic arthritis)
Biggest-ticket ad: “Relentless Weed” (est. $15.3 million)
2. Skyrizi
Movement: Up two spots
What is it? AbbVie’s immunology drug
Est. national linear TV ad spend: $42.1 million (up from $37 million in February)
- UC/Crohn’s disease: $21.9 million
- Psoriasis: $15.8 million
- Psoriatic arthritis: $4.3 million
Top TV network by spend SOV: ABC (29.96%)
Top TV program by spend SOV: The Oscars (12.16%)
Number of spots: Seven (two psoriatic arthritis, three psoriasis, two UC/Crohn’s disease)
Biggest-ticket ad: “In the Picture: Control Is Everything” (est. $11.8 million)
3. Rinvoq
Movement: Down two spots
What is it? AbbVie’s JAK immunology drug
Est. national linear TV ad spend: $36.3 million (down from $41 million in February)
Top TV network by spend SOV: ABC (22.42%)
Top TV program by spend SOV: Today (5.46%)
Number of spots: Five (one arthritis, one UC/Crohn’s disease, three eczema)
Biggest-ticket ad: “Another Day” (est. $13 million)
4. Caplyta
Movement: Up two spots
What is it? Johnson & Johnson’s atypical antipsychotic drug
Est. national linear TV ad spend: $23.4 million (up from $17.9 million in February)
- MDD: $23.2 million
- Bipolar: $154,000
Top TV network by spend SOV: NBC (15.15%)
Top TV program by spend SOV: Men’s college basketball (20.33%)
Number of spots: Five (two bipolar, three MDD)
Biggest-ticket ad: “Let in the Lyte: More of the Lyte” (est. $9.4 million)
5. Zepbound
Movement: Up two spots
What is it? Eli Lilly’s GIP/GLP-1 agonist for obesity
Est. national linear TV ad spend: $22.9 million (up from $17.2 million in February)
Top TV network by spend SOV: ABC (32.12%)
Top TV program by spend SOV: Men’s college basketball (43.14%)
Number of spots: Seven
Biggest-ticket ad: “Watch This: Head-to-Head” (est. $12.3 million)
6. Jardiance
Movement: Up three spots
What is it? Eli Lilly and Boehringer Ingelheim’s diabetes and kidney disease drug
Est. national linear TV ad spend: $20.8 million (up from $15 million in February)
- CKD: $13.4 million
- Diabetes: $7.4 million
Top TV network by spend SOV: ABC (24.79%)
Top TV program by spend SOV: ABC World News Tonight With David Muir (6.06%)
Number of spots: Three (one CKD, two diabetes)
Biggest-ticket ad: “Not So Fast: Garden” (est. $13.4 million)
7. Dupixent
Movement: Up one spot
What is it? Sanofi and Regeneron’s immunology drug
Est. national linear TV ad spend: $19.6 million (up from $15.5 million in February)
- Eczema: $15 million
- Asthma: $4.6 million
- Gastrointestinal: $16,800
Top TV network by spend SOV: ABC (30.44%)
Top TV program by spend SOV: Men’s college basketball (39.70%)
Number of spots: Eight (three asthma, four eczema, one gastrointestinal)
Biggest-ticket ad: “Feel the Heal” (est. $9.6 million)
8. Rexulti (depression)
Movement: Not listed last month
What is it? Lundbeck and Otsuka’s neurology drug
Est. national linear TV ad spend: $16.5 million (up from $13 million in February)
Top TV network by spend SOV: CBS (12.99%)
Top TV program by spend SOV: NCIS (4.34%)
Number of spots: Two Biggest-ticket ad: “Park and Arcade” (est. $14.9 million)
9. Wegovy
Movement: Down six spots
What is it? Novo Nordisk’s obesity drug
Est. national linear TV ad spend: $13.5 million (down from $39.5 million in February)
Top TV network by spend SOV: ABC (38.16%)
Top TV program by spend SOV: Men’s college basketball (56.05%)
Number of spots: Two
Biggest-ticket ad: “A New Way” (est. $7.6 million)
10. Cobenfy
Movement: Not listed last month
What is it? Bristol Myers Squibb’s schizophrenia drug
Est. national linear TV ad spend: $11.4 million (down from $12.6 million in February)
Top TV network by spend SOV: CBS (25.77%)
Top TV program by spend SOV: Men’s college basketball (27.69%)
Number of spots: Two
Biggest-ticket ad: “Sagan’s Story” (est. $11.4 million)