"But 2026 is definitely setting itself up to be the year of the GLP-1 if Sunday's game is any indication of trends to come: Eli Lilly landed a pregame slot while Novo Nordisk went for a pricey (read: roughly $24 million) in-game spot alongside telehealths Ro, which once again featured GLP-1 brand ambassador Serena Williams, and Hims & Hers. Drugmakers Novartis and Boehringer Ingelheim also ran ads unrelated to GLP-1s."
"TV data and analytics company EDO ranked Super Bowl commercials based on how much consumers engaged with them following its airing, with Wegovy being the only pharma company to crack the top 10 with an engagement score of 374 (which, based on EDO's scoring, means it had 374% as much engagement as the median Super Bowl commercial). Hims landed in the top 20 with a score of 225."
Major pharmaceutical companies bought high-profile Super Bowl advertising slots centered on GLP-1 drugs and telehealth services. Eli Lilly booked a pregame slot while Novo Nordisk purchased an in-game spot estimated at roughly $24 million; Ro featured GLP-1 ambassador Serena Williams and Hims & Hers also advertised. Novartis and Boehringer Ingelheim ran ads unrelated to GLP-1s. Verve data showed Novo and Hims experienced 11.4x and 4.7x web search growth on game day versus the prior month. EDO ranked Wegovy in the top 10 for engagement and Hims in the top 20. Zepbound and Ro outperformed average pharma ads on engagement metrics. Likeability remained below typical Super Bowl norms.
Read at Healthcare Brew
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