Although drug advertisements are prominently showcased throughout regular TV programming, they will take a back seat during this year's Super Bowl, according to MM&M.
Here is a breakdown of the reasons.
1. Consumers expect to be entertained by commercials during the Super Bowl. A drug ad, which must name the most serious risks and side effects, doesn't fit alongside the silly, moving or eye-catching commercials consumers have come to expect.
"There is a seriousness to most of the disease categories out there, even in those big brand categories, that tone may be an issue," explained Kevin McHale, MD, managing director and executive creative director at Neon, a healthcare communications agency. "People want to laugh. They've come to expect to laugh, come to expect to see the craziest thing. I don't think that healthcare necessarily fits into that."
2. The high cost of a Super Bowl Ad. The price tag of $5 million for a 30-second timeslot is deterring pharmaceutical companies and healthcare organizations from participating. Since drugmakers must list the safety information for prescription medicines, which may take up roughly 30 seconds on its own, the price becomes even more unreasonable for a minute timeslot with roughly 30 seconds to entertain viewers.
"Advertising in the Super Bowl would potentially build awareness among a general audience, but pharma marketers have such a deep passion for doing what's right for the patients that the wastefulness of [the cost of] a Super Bowl ad could be seen as irresponsible," Erin Byrne, CEO of greyhealth group, told MM&M.
3. Some pharmaceutical companies have tried their luck — and failed. AstraZeneca aired a commercial during Super Bowl XLIX in 2015 and saw backlash. The drugmaker attempted to use humor in an ad to shed light on opioid-induced constipation, but instead received criticism from politicians and physicians. Critics claimed the ad 'shamefully' exploited the opioid crisis to boost the company's profit. This realization caused many drugmakers to shy away from Super Bowl advertisements.
"You have to be careful when you use humor because, to a person who has illness or disease, it can be very personal," Ms. Byrne said. "People can be very sensitive and a couple angry patients on social media can create a groundswell of support against a product and can have social and PR implications [for the brand]."
Currently, no healthcare companies have purchased a timeslot for Sunday's big game, according to advertising lists from Advertising Age, AdWeek and iSpot.tv.