<p>如果去年的超级碗药品广告引发了热烈的讨论和一些争议，那么在周日的超级碗 LX 上，制药营销人员给消费者留下的印象则有些不同。</p>
<p>根据分析师的说法，今年的超级碗药品广告主要由 GLP-1 减肥药和疾病意识宣传组成，可能反映出一种更广泛的趋势，即逐渐远离临床焦点。</p>
<p>“今年的超级碗广告并不是专注于推动即时转化，而是着眼于建立信任和文化相关性，” Triggers 品牌增长咨询公司的总裁 Heather Coyle 在给 Fierce Pharma Marketing 的电子邮件中表示。“随着临床差异化随着时间的推移而缩小，这些投资表明制药行业现在将品牌视为一种长期的竞争护城河，而不仅仅是可有可无的选择。”</p>
<p>换句话说，今年的超级碗广告 “更少关注销售药物，而更多关注让人们感到被关注、安全和准备行动，” 这位高管指出，医疗品牌 “越来越认识到，行为改变始于情感许可，而不仅仅是信息或临床数据。”</p>
<p>电视效果公司 EDO 对超级碗期间推广的 97 个不同品牌进行了更深入的分析，发现尽管制药品牌 “遍布超级碗”，但并不是所有品牌都 “得分很高”。</p>
<p>EDO 在其参与度计算器中发现，制药广告占整体参与度的 9%。该行业的份额与汽车行业的 8% 和消费品行业中零食和糖果的 12% 相当，而人工智能服务在各个行业中占据了最大的份额。</p>
<p>在 EDO 突出的六个制药广告活动中，诺和诺德的明星阵容超级碗首秀，突出了其 Wegovy 药丸，是唯一一个推广特定药物的广告。尽管 Triggers 指出有远离产品特定信息的趋势，但该广告仍在 EDO 对所有行业最有效超级碗广告的排名中获得第十名。</p>
<p>诺和诺德针对其新口服配方的肥胖药物 Wegovy 的 90 秒广告包括了一群名人，从《周六夜现场》的明星 Kenan Thompson 和 Ana Gasteyer 到音乐人 DJ Khaled 以及演员 Danielle Brooks、Danny Trejo 和 John C. Reilly。</p>
<p>诺和诺德的广告在比赛的第四节播出。在衡量其电视驱动的参与度时，EDO 发现它产生的参与度是比赛中中位广告的 3.7 倍，使其成为制药类别的最大赢家，并在整体排名中位于 Invest America 和派拉蒙影业的《尖叫 7》推广的开球前广告之间。</p>
<p>该广告延续了诺和诺德在一月初推出 Wegovy 药丸的势头，并标志着这家丹麦制药商首次在超级碗上投放广告，这是公司 “非常戏剧性的市场加速” 战略的关键组成部分，诺和诺德市场与患者解决方案高级副总裁 Ed Cinca 在本月早些时候接受 Fierce Pharma Marketing 采访时表示。</p>
<p>在超级碗上代表大型制药公司的还有博瑞医药和诺华，两者都邀请了熟悉的面孔来鼓励观众进行疾病筛查。</p>
<p>博瑞医药的疾病意识宣传活动中，著名演员 Octavia Spencer 和 Sofía Vergara 联手出演了一则受动作电影启发的广告，带有搭档喜剧的元素，展示了这对搭档的 “检测 SOS” 任务。它鼓励观众向医生询问尿液白蛋白与肌酐比率（uACR）筛查，以发现可能指向心脏或肾脏风险的信号。</p>
<p>根据 EDO 的数据，这则 30 秒的广告在整体参与度中排名第 23，排名高于诺华，低于诺和诺德，在制药特定排名中得分是比赛中中位广告的 2.1 倍。</p>
<p>诺华在超级碗 LX 上的宣传活动则包括一系列现役和前 NFL 紧端锋签署的 “放松你的紧端锋” 信息，旨在引导观众进行前列腺癌血液检测，这是该公司连续第二年在超级碗上投放广告，继去年的乳腺癌意识宣传之后。</p>
<p>尽管诺华的 2026 年广告在 EDO 的排名中位列第 75，但电视广告测量公司 iSpot 则单独给该广告打出了 643 的喜爱度评分，确定其在注意力和观看性排名中是制药同行中得分最高的。</p>
<p>近 30% 的观众将前列腺癌筛查意识广告的信息描述为广告 “最好的部分”，其中一位 21 至 35 岁的男性特别赞扬道：“一些足球历史上最伟大的紧端锋都在支持这一运动，” 并评论道：“更多男性需要进行前列腺癌筛查，我喜欢他们试图传播的意识，” iSpot 的发言人与 Fierce Pharma Marketing 分享道。</p>
<p>在这一点上，博瑞医药的贡献在其制药同行中获得了第二高的喜爱度，尽管根据发言人的说法，它仅比制药行业的平均水平高出 5%。大约 28% 的观众特别指出参与的演员是广告 “最好的部分”。</p>
<p>除了大型制药公司，远程医疗公司 Hims &amp; Hers 和 Ro 也在比赛期间播出了自己的宣传。</p>
<p>Hims &amp; Hers 利用其广告—— featuring rapper and actor Common 和标语 “富人活得更久”——来突出美国的财富差距和健康差距，声称通过 Hims &amp; Hers，普通人也可以获得诊断测试和减肥治疗，“无需关系”，正如 Common 所说。</p>
<p>该广告在 EDO 的参与度排名中位列第 19，落后于诺和诺德的 Wegovy 药丸推广，参与度是比赛中广告中位数的 2.2 倍。这两家公司最近因 Hims &amp; Hers 计划推出诺和诺德 Wegovy 药丸的仿制版而陷入激烈的争执，周末诺和诺德和 FDA 的反对意见使 Hims 不得不放弃该计划。</p>
<p>与此同时，销售 GLP-1 药物如 Wegovy 的 Ro，利用了网球明星塞雷娜·威廉姆斯作为真实的 GLP-1 用户来推广其服务。Ro 与威廉姆斯的超级碗首秀在 EDO 排名中直接位于诺华之下，排名第 76。</p>
<p>这也使 Ro 的广告超越了礼来。礼来的 60 秒 “观看这个” 广告刚好以第 78 名的成绩进入榜单，展示了自信的 Zepbound 用户在使用该药物减肥后出门的场景。</p>
<h3>常规赛赢家</h3>
<p>尽管礼来的 Zepbound 广告在超级碗期间未能在效果上获胜，但 EDO 发现该品牌在常规 NFL 赛季中扮演了重要角色。</p>
<p>在本月早些时候的另一项分析中，EDO 确定礼来的 Zepbound 推广在 2025-26 常规 NFL 赛季中比平均制药品牌的营销效果高出惊人的 519%，而 Ro 的体重控制广告则高出 246%。</p>
<p>具体而言，礼来的 “Bridge V2” Zepbound 广告在赛季中的效果比其他广告高出 439%。这在 EDO 的广告效果排名中名列前茅，此外还包括 Regeneron 的 Dupixent 活动、Ro 与塞雷娜·威廉姆斯的合作、Dexcom 的 Nick Jonas 为其 G7 糖尿病可穿戴设备代言以及强生的 Caplyta 推广，成为足球赛季中效果最好的五个广告。</p>
<p>事实证明，在 NFL 转播期间投放广告的品牌表现特别好，EDO 发现，在比赛日播放的制药广告比在黄金时段播出的平均药物广告效果高出 104%。</p>
<p>不仅如此，与去年相比，它们的效果更为显著——根据 EDO 的数据，制药广告整体上比去年足球赛季的效果提高了 9%，而制药营销人员在本赛季的广告投放次数也比去年多，共计 332 次，比前一年增加了 13%。</p>
<p>换句话说，这些数字意味着，药品广告商需要在平均的广播或有线黄金时段节目中播放 69 次广告，才能达到 2025-26 NFL 常规赛期间单个制药广告的总影响力，EDO 指出。</p>

诺和诺德公司

<p>诺和诺德公司的 Wegovy 广告在超级碗 LX 期间的制药行业参与度排名中名列前茅，重点在于建立信任而非立即销售。该广告以名人作为亮点，产生的参与度是中位数广告的 3.7 倍，为公司带来了显著的首次亮相。其他制药品牌如勃林格殷格翰和诺华也参与其中，参与度结果各不相同。总体而言，制药广告占总参与度的 9%，与其他行业相当，显示出营销策略向情感连接和长期品牌建设的转变</p>

<p>If last year’s pharma ad showing during the Super Bowl drove buzzy conversation and a touch of controversy, the lasting impression pharma marketers made on consumers during Sunday’s Super Bowl LX took something of a different tone.</p>
<div class="lb-trans"><p>如果去年的超级碗药品广告引发了热烈的讨论和一些争议，那么在周日的超级碗 LX 上，制药营销人员给消费者留下的印象则有些不同。</p>
</div><p>Comprised mainly of promotions for GLP-1 weight loss drugs and disease awareness campaigns, this year’s lineup of pharma Super Bowl ads could speak to a broader trend that moves away from a clinical focus, according to analysts.</p>
<div class="lb-trans"><p>根据分析师的说法，今年的超级碗药品广告主要由 GLP-1 减肥药和疾病意识宣传组成，可能反映出一种更广泛的趋势，即逐渐远离临床焦点。</p>
</div><p>“This year’s Super Bowl ads weren’t focused on driving immediate conversion, but on building trust and cultural relevance at scale,” Heather Coyle, president at Triggers brand growth consultancy, told Fierce Pharma Marketing via email. “As clinical differentiation narrows over time, these investments signal that pharma now sees brand as a long-term competitive moat rather than a nice-to-have.”</p>
<div class="lb-trans"><p>“今年的超级碗广告并不是专注于推动即时转化，而是着眼于建立信任和文化相关性，” Triggers 品牌增长咨询公司的总裁 Heather Coyle 在给 Fierce Pharma Marketing 的电子邮件中表示。“随着临床差异化随着时间的推移而缩小，这些投资表明制药行业现在将品牌视为一种长期的竞争护城河，而不仅仅是可有可无的选择。”</p>
</div><p>To put it another way, this year’s Super Bowl spots were “less about selling medicine and more about making people feels seen, safe and ready to act,” the exec noted, with healthcare brands “increasingly recognizing that behavior change starts with emotional permission, not information or clinical data alone.”</p>
<div class="lb-trans"><p>换句话说，今年的超级碗广告 “更少关注销售药物，而更多关注让人们感到被关注、安全和准备行动，” 这位高管指出，医疗品牌 “越来越认识到，行为改变始于情感许可，而不仅仅是信息或临床数据。”</p>
</div><p>TV outcomes company EDO took a closer look at the 97 different brands that were promoted during the Super Bowl across 20 different categories, finding that although pharma brands were “all over the Super Bowl,” not all of them &#34;ran up the score.”</p>
<div class="lb-trans"><p>电视效果公司 EDO 对超级碗期间推广的 97 个不同品牌进行了更深入的分析，发现尽管制药品牌 “遍布超级碗”，但并不是所有品牌都 “得分很高”。</p>
</div><p>Pharma ads stole 9% of overall engagement, EDO found in its engagement calculator. The industry’s slice was comparable to the 8% driven by the auto industry and the 12% earned by snacks and candy within the consumer-packaged goods sector, while AI services took the most share overall out of the individual industries.</p>
<div class="lb-trans"><p>EDO 在其参与度计算器中发现，制药广告占整体参与度的 9%。该行业的份额与汽车行业的 8% 和消费品行业中零食和糖果的 12% 相当，而人工智能服务在各个行业中占据了最大的份额。</p>
</div><p>Out of the six pharma ad campaigns spotlighted by EDO, Novo Nordisk’s star-studded Super Bowl debut highlighting its Wegovy pill was the only to push a specific medicine. Despite the trend away from product-specific messaging pointed out by Triggers, the ad still earned the 10th spot out of EDO’s ranking of the most effective Super Bowl ads across all industries.</p>
<div class="lb-trans"><p>在 EDO 突出的六个制药广告活动中，诺和诺德的明星阵容超级碗首秀，突出了其 Wegovy 药丸，是唯一一个推广特定药物的广告。尽管 Triggers 指出有远离产品特定信息的趋势，但该广告仍在 EDO 对所有行业最有效超级碗广告的排名中获得第十名。</p>
</div><p>The 90-second ad for Novo’s blockbuster obesity med Wegovy in its new oral formulation included a clutch of celebrities, from “Saturday Night Live” stars Kenan Thompson and Ana Gasteyer to musician DJ Khaled and actors Danielle Brooks, Danny Trejo and John C. Reilly.</p>
<div class="lb-trans"><p>诺和诺德针对其新口服配方的肥胖药物 Wegovy 的 90 秒广告包括了一群名人，从《周六夜现场》的明星 Kenan Thompson 和 Ana Gasteyer 到音乐人 DJ Khaled 以及演员 Danielle Brooks、Danny Trejo 和 John C. Reilly。</p>
</div><p>The Novo ad aired during the game’s fourth quarter. In measuring its TV-driven engagement, EDO found that it generated 3.7 times more engagement than the median ad at the game, making it the pharma category’s big winner and slotting it in between pre-kickoff spots from Invest America and Paramount Pictures’ &#34;Scream 7&#34; promotion on the overall rankings.</p>
<div class="lb-trans"><p>诺和诺德的广告在比赛的第四节播出。在衡量其电视驱动的参与度时，EDO 发现它产生的参与度是比赛中中位广告的 3.7 倍，使其成为制药类别的最大赢家，并在整体排名中位于 Invest America 和派拉蒙影业的《尖叫 7》推广的开球前广告之间。</p>
</div><p>The ad follows on the momentum of Novo’s early January launch of its Wegovy pill and marked the Danish drugmaker’s first-ever Super Bowl ad, a key component of the company’s “really dramatic go-to-market acceleration” for the product, Novo’s senior VP of marketing and patient solutions Ed Cinca told Fierce Pharma Marketing in an interview earlier this month.</p>
<div class="lb-trans"><p>该广告延续了诺和诺德在一月初推出 Wegovy 药丸的势头，并标志着这家丹麦制药商首次在超级碗上投放广告，这是公司 “非常戏剧性的市场加速” 战略的关键组成部分，诺和诺德市场与患者解决方案高级副总裁 Ed Cinca 在本月早些时候接受 Fierce Pharma Marketing 采访时表示。</p>
</div><p>Joining Novo in representing Big Pharma at the big game were Boehringer Ingelheim and Novartis, each of which tapped familiar faces to urge viewers toward disease screenings.</p>
<div class="lb-trans"><p>在超级碗上代表大型制药公司的还有博瑞医药和诺华，两者都邀请了熟悉的面孔来鼓励观众进行疾病筛查。</p>
</div><p>Boehringer Ingelheim’s disease awareness campaign featured acclaimed actors Octavia Spencer and Sofía Vergara joining forces for an action film-inspired commercial with a buddy-comedy twist that saw the duo on a mission to “detect the SOS.” It encouraged viewers to ask their physicians about a urine albumin-to-creatinine ratio (uACR) screening to pick up on signals that could point to heart or kidney risks.</p>
<div class="lb-trans"><p>博瑞医药的疾病意识宣传活动中，著名演员 Octavia Spencer 和 Sofía Vergara 联手出演了一则受动作电影启发的广告，带有搭档喜剧的元素，展示了这对搭档的 “检测 SOS” 任务。它鼓励观众向医生询问尿液白蛋白与肌酐比率（uACR）筛查，以发现可能指向心脏或肾脏风险的信号。</p>
</div><p>The 30-second spot was ranked 23rd for engagement overall, per EDO, ranking above Novartis and below Novo on the pharma-specific rankings and scoring 2.1 times more engagement than the median ad at the game.</p>
<div class="lb-trans"><p>根据 EDO 的数据，这则 30 秒的广告在整体参与度中排名第 23，排名高于诺华，低于诺和诺德，在制药特定排名中得分是比赛中中位广告的 2.1 倍。</p>
</div><p>Novartis’ Super Bowl LX presence, meanwhile, included a roster of current and former NFL tight ends signing on to the company’s “Relax your Tight End” messaging in a campaign that directed viewers to a prostate cancer blood test, marking its second-straight Super Bowl ad after last year's breast cancer awareness push.</p>
<div class="lb-trans"><p>诺华在超级碗 LX 上的宣传活动则包括一系列现役和前 NFL 紧端锋签署的 “放松你的紧端锋” 信息，旨在引导观众进行前列腺癌血液检测，这是该公司连续第二年在超级碗上投放广告，继去年的乳腺癌意识宣传之后。</p>
</div><p>Although the 2026 Novartis ad showed up 75th on EDO’s ranking, TV ad measurement company iSpot separately pinned a likeability score of 643 on the spot, determining it to be the highest-scoring of its pharma peers on both attention and watchability rankings.</p>
<div class="lb-trans"><p>尽管诺华的 2026 年广告在 EDO 的排名中位列第 75，但电视广告测量公司 iSpot 则单独给该广告打出了 643 的喜爱度评分，确定其在注意力和观看性排名中是制药同行中得分最高的。</p>
</div><p>Nearly 30% of viewers described the prostate cancer screening awareness ad’s message as the “single best thing” about the commercial, with one male in the 21-to-35 age group specifically praising that “some of the biggest tight ends in football history are all supporting this movement,” and commenting that “more men need to be screened for prostate cancer and I love the awareness they are trying to spread,” as an iSpot spokesperson shared with Fierce Pharma Marketing.</p>
<div class="lb-trans"><p>近 30% 的观众将前列腺癌筛查意识广告的信息描述为广告 “最好的部分”，其中一位 21 至 35 岁的男性特别赞扬道：“一些足球历史上最伟大的紧端锋都在支持这一运动，” 并评论道：“更多男性需要进行前列腺癌筛查，我喜欢他们试图传播的意识，” iSpot 的发言人与 Fierce Pharma Marketing 分享道。</p>
</div><p>On that note, Boehringer’s contribution came away with the second-highest likeability out of its pharma peers, though it only ranked 5% above pharma norm, according to the spokesperson. Around 28% of viewers specifically pointed to the actors involved as the “single best thing” about the ad.</p>
<div class="lb-trans"><p>在这一点上，博瑞医药的贡献在其制药同行中获得了第二高的喜爱度，尽管根据发言人的说法，它仅比制药行业的平均水平高出 5%。大约 28% 的观众特别指出参与的演员是广告 “最好的部分”。</p>
</div><p>Beyond the Big Pharmas, telehealth companies Hims &amp; Hers and Ro both aired their own promotions during the game.</p>
<div class="lb-trans"><p>除了大型制药公司，远程医疗公司 Hims &amp; Hers 和 Ro 也在比赛期间播出了自己的宣传。</p>
</div><p>Hims &amp; Hers’ used its spot—featuring rapper and actor Common and the tagline “Rich people live longer”—to highlight the U.S.’s wealth gap and health gap, claiming that with Hims &amp; Hers, average people can also access diagnostic testing and weight loss treatments with “no connections required,” as Common put it.</p>
<div class="lb-trans"><p>Hims &amp; Hers 利用其广告—— featuring rapper and actor Common 和标语 “富人活得更久”——来突出美国的财富差距和健康差距，声称通过 Hims &amp; Hers，普通人也可以获得诊断测试和减肥治疗，“无需关系”，正如 Common 所说。</p>
</div><p>The ad nabbed the 19th slot on EDO’s engagement ranking, putting it behind Novo’s Wegovy pill promotion and equating to 2.2 times more engagement than the median ad at the game. The two companies have recently been locked in a heated spitfire as Hims &amp; Hers’ plan to launch a knockoff version of Novo’s Wegovy pill was unraveled by rebukes from both Novo and the FDA over the weekend, ultimately leaving Hims to back off the plan.</p>
<div class="lb-trans"><p>该广告在 EDO 的参与度排名中位列第 19，落后于诺和诺德的 Wegovy 药丸推广，参与度是比赛中广告中位数的 2.2 倍。这两家公司最近因 Hims &amp; Hers 计划推出诺和诺德 Wegovy 药丸的仿制版而陷入激烈的争执，周末诺和诺德和 FDA 的反对意见使 Hims 不得不放弃该计划。</p>
</div><p>Ro, meanwhile, which sells GLP-1 meds such as Wegovy, utilized a real GLP-1 user in champion tennis star Serena Williams to promote its services. Ro’s big game debut featuring Williams landed directly below Novartis at 76th on EDO’s ranking.</p>
<div class="lb-trans"><p>与此同时，销售 GLP-1 药物如 Wegovy 的 Ro，利用了网球明星塞雷娜·威廉姆斯作为真实的 GLP-1 用户来推广其服务。Ro 与威廉姆斯的超级碗首秀在 EDO 排名中直接位于诺华之下，排名第 76。</p>
</div><p>That also placed Ro's ad ahead of Eli Lilly's. Lilly just barely cracked the list at No. 78 with its 60-second “Watch This” ad, which showcased confident Zepbound users appearing out and about after losing weight by using the drug.</p>
<div class="lb-trans"><p>这也使 Ro 的广告超越了礼来。礼来的 60 秒 “观看这个” 广告刚好以第 78 名的成绩进入榜单，展示了自信的 Zepbound 用户在使用该药物减肥后出门的场景。</p>
</div><h3>Regular season winners</h3>
<div class="lb-trans"><h3>常规赛赢家</h3>
</div><p>Although Lilly’s Zepbound ad didn’t win out on effectiveness during the Super Bowl, EDO has found that the brand took a starring role during the regular NFL season.</p>
<div class="lb-trans"><p>尽管礼来的 Zepbound 广告在超级碗期间未能在效果上获胜，但 EDO 发现该品牌在常规 NFL 赛季中扮演了重要角色。</p>
</div><p>In a separate analysis earlier this month, EDO determined that Lilly’s Zepbound promotion was a whopping 519% more effective than the average pharma brand marketing during the 2025-26 regular NFL season, while Ro’s weight control ads were 246% more effective.</p>
<div class="lb-trans"><p>在本月早些时候的另一项分析中，EDO 确定礼来的 Zepbound 推广在 2025-26 常规 NFL 赛季中比平均制药品牌的营销效果高出惊人的 519%，而 Ro 的体重控制广告则高出 246%。</p>
</div><p>Lilly’s “Bridge V2” Zepbound ad, specifically, was 439% more effective than others during the season. That topped a separate EDO list of ad effectiveness that also ranked a Regeneron Dupixent campaign, Ro’s Serena Williams collab, Dexcom’s Nick Jonas endorsement for its G7 diabetes wearable and Johnson &amp; Johnson’s Caplyta promotion as the top five most effective ads during the football season.</p>
<div class="lb-trans"><p>具体而言，礼来的 “Bridge V2” Zepbound 广告在赛季中的效果比其他广告高出 439%。这在 EDO 的广告效果排名中名列前茅，此外还包括 Regeneron 的 Dupixent 活动、Ro 与塞雷娜·威廉姆斯的合作、Dexcom 的 Nick Jonas 为其 G7 糖尿病可穿戴设备代言以及强生的 Caplyta 推广，成为足球赛季中效果最好的五个广告。</p>
</div><p>As it turns out, those that opted to push ads during NFL broadcasts fared particularly well, as pharma ads that played on game days were 104% more effective than the average drug ad that ran on primetime broadcast and cable, EDO found.</p>
<div class="lb-trans"><p>事实证明，在 NFL 转播期间投放广告的品牌表现特别好，EDO 发现，在比赛日播放的制药广告比在黄金时段播出的平均药物广告效果高出 104%。</p>
</div><p>Not only did they pack a bigger punch than last year—with pharma ads as a whole 9% more effective than last year’s football season, per EDO—but pharma marketers showed out more for this season than last, with pharma brands airing ads a total of 332 times, 13% more than the previous year.</p>
<div class="lb-trans"><p>不仅如此，与去年相比，它们的效果更为显著——根据 EDO 的数据，制药广告整体上比去年足球赛季的效果提高了 9%，而制药营销人员在本赛季的广告投放次数也比去年多，共计 332 次，比前一年增加了 13%。</p>
</div><p>To put it a different way, those numbers mean that a drug advertiser would need to air their ad 69 times on the average broadcast or cable primetime program to pull the same total impact as a single pharma ad would during the 2025-26 NFL regular season, EDO noted.</p>
<div class="lb-trans"><p>换句话说，这些数字意味着，药品广告商需要在平均的广播或有线黄金时段节目中播放 69 次广告，才能达到 2025-26 NFL 常规赛期间单个制药广告的总影响力，EDO 指出。</p>
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诺和诺德公司的 Wegovy 广告在制药公司超级碗参与度排名中位居榜首