Viagra DTC TV Ad Spending Deflates Like Tom Brady’s Balls | Pharmaguy's Insights Into Drug Industry News | Scoop.it

TV networks are trying to keep a stiff upper lip as the once-lucrative erectile dysfunction sector has begun sagging like a doctored football in Tom Brady's throwing hand. According to multiple insiders, a certain little blue pill has all but vanished from the airwaves, and its absence will be particularly conspicuous during the upcoming NFL season.

 

Nearly 20 years after the FDA first approved its use as an ED remedy, Pfizer's Viagra is losing its patent exclusivity, and that's a bitter pill to swallow for the TV business. Viagra hasn't aired a national TV advertisement since May 15, and network ad sales executives said the brand is unlikely to resurface, having sat out the 2017-18 upfront bazaar.

 

Football fans should notice the dearth of Viagra spots as early as Sept. 7, when NBC is set to broadcast its annual NFL Kickoff Game. When the Chiefs and Patriots square off in Foxborough, their clash will not be interrupted by pitches for what was until recently the NFL's top-spending pharmaceutical brand; according to iSpot.tv data, Viagra last season invested nearly $31 million in pro football inventory.

 

Ad sales bosses say that the disappearance of one of the NFL's top 40 highest-spending advertisers is a function of Viagra losing its exclusivity in the face of the impending launch of a generic version of the brand. Teva Pharmaceuticals is set to roll out a far cheaper variant of the compound on Dec. 11.

 

"Once a generic gets in the mix, that usually spells the end of any direct-to-consumer advertising for the legacy brand," said one ad sales exec. "Rather than continue to market something they no longer have exclusivity over -- which really can only help boost sales of the new generic pill -- the pharmaceutical company will reallocate that portion of its budget back into its brands that are still exclusive."

 

Further Reading:

  • A Dick Move by Pfizer: Raises Price of Viagra & Other Drugs by as Much as 28% in One Year!: http://sco.lt/5VHAjh 
  • Will You Miss Those ED DTC TV Ads When Viagra & Cialis Go Generic? John LaMattina Will: http://sco.lt/5bsTdh