GLP-1 draws pharma advertisers to double down on the Super Bowl

The Super Bowl offers a massive, if expensive, window of opportunity for advertisers looking to take advantage of its unrivaled audience reach – a reality that GLP-1 drugs and other healthcare products will harness this weekend. There’s also an outside chance this year might be their last chance to do so, should U.S. health secretary Robert F. Kennedy Jr. get his way.

However they’re justifying it, pharma brands are spending heavily on the Big Game on NBC and Peacock this year, in contrast with the category’s traditional focus on news and daytime TV over live sports. Novo Nordisk, Boehringer Ingelheim, Hims & Hers, Novartis, Ro, and Lilly all plan to air spots during or before the Super Bowl on Sunday, alongside wellness and lifestyle brands like Oikos and Liquid IV.

Hims & Hers, for example, is set to return to the Super Bowl after making its debut there last year. “It’s eyeballs, pure scale. It’s a stage to get your message out there,” said Dan Kenger, the brand’s chief design officer.

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