Tuesdata: Who won the cold and flu pharma battle
Welcome to Tuesdata, where we pick apart the most interesting data in the media and marketing industry.
Happy middle of winter. We’re well beyond the winter solstice now and past the middle of July, which means that we are over the winter hump. It also means we’re still in prime cold and flu (and Covid) season.
It’s an apt topic personally. My colleague Tim Burrowes hosted the Start the Week podcast solo yesterday as I was significantly under the weather with what I believe is a strong cold, having registered multiple negative RAT tests.
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According to the National Centre for Immunisation Research and Surveillance in Australia (NCIRS) in an article published on July 1, less than 35% of Australians have been vaccinated against influenza (flu).
Perhaps unsurprising given the significant messaging around Covid-19 vaccinations since the pandemic began. The flu shot barely registered a mention by comparison.
But with Australia continuing to return to as close to pre-pandemic as we can get, it’s put more emphasis on colds and flu again.
In NSW, for example, household contacts of a confirmed Covid-19 case no longer need to self-isolate. Travel restrictions have also recently been eased. Using the NSW example again, since July 6 international travellers visiting NSW have not been required to take a COVID-19 test on arrival.
The likely result is more people with Covid-like symptoms being out and about in society and a greater desire for cold and flu treatment.
So how have the pharmaceutical companies approached the current situation? Nielsen Ad Intelligence has provided this week’s Tuesdata statistics and can reveal that for the month of June, the total ad spend for pharmaceutical companies promoting cold and flu products was $1,755,270.
Below are the top five pharmaceutical companies in terms of spend on cold and flu products according to Nielsen Ad Intelligence, as well as the focus products for each group.