Tremendous Bowl LVII is on Sunday. If you happen to aren’t that serious about watching the sport itself, maybe you may tune in for the halftime present that includes Rihanna…or the advertisements, that are the costliest to air the whole 12 months.

If you happen to’re a daily NFL viewer, you may know that healthcare corporations aren’t shy about promoting through the season. But relating to the Tremendous Bowl, there are comparatively few.

This 12 months is not completely different. Thus far, solely steady glucose monitor firm DexCom (NASDAQ:DXCM) has purchased a spot (that includes singer Nick Jonas), whereas Astellas Pharma (OTCPK:ALPMF) is airing a illness consciousness business geared at girls for vasomotor signs, Endpoints Information reported.

Astellas (OTCPK:ALPMY) has a Feb. 22 US FDA motion date for fezolinetant to deal with reasonable to extreme vasomotor signs related to menopause.

Though giant pharma, biotech, and medical gadget corporations have large advertising budgets, the worth tag of a 30-second advert through the Tremendous Bowl may very well be off-putting: $7M, in response to Forbes. They could assume they might get extra bang for his or her promoting buck elsewhere.

However they may be unsuitable. Direct-to-consumer (DTC) drug promoting has confirmed to be a profitable technique to drum up gross sales. And through the Tremendous Bowl, particularly so.

A 2020 examine discovered that DTC drug spots aired through the Tremendous Bowl do improve scripts written for that drug immesely. The examine examined prescription traits for Bausch Well being Corporations (NYSE:BHC) toenail fungus remedy Jublia (efinaconazole) and tavaborole, a competitor and generic model of Pfizer’s (NYSE:PFE) Kerydin. Jublia marketed throughout Tremendous Bowls XLIX and L in 2015 and 2016.

Outcomes confirmed that after Tremendous Bowl XLIX, the variety of prescriptions per 100,000 Medicare beneficiaries elevated by 91% for Jublia, and 275% for tavaborole. An evaluation discovered that with out the advert, Jublia scripts would have elevated by 40% and tavaborole by solely 90%.

Excluding the Tremendous Bowl, drug corporations are identified to spend through the common season. Pfizer (PFE) is the tenth largest advertiser through the 2022-23 NFL season primarily based on TV advert impressions with a 1.17% share, in response to a report from iSpot.television. (If you happen to’re questioning, insurer Progressive got here out on prime with a 2.51% share).

A lot of Pfizer’s (PFE) promoting got here in assist of boosters of its COVID-19 shot Comirnaty.

GlaxoSmithKline (NYSE:GSK) made one other checklist within the report: #5 on essentially the most seen new NFL advertisers with 248.3M advert impressions.

Through the common season, different pharmas with advertisements included Bristol-Myers Squibb (BMY) for Opdivo (nivolimab) and Zeposia (ozanimod), and AstraZeneca’s (AZN) Farxiga (dapagliflozin).