Twelve percent of American adults are now using GLP-1, with U.S. patients spending $40 billion on appetite-suppressing drugs in 2024—a figure that is projected to triple by 2030, according to Grand View Research.
At this year’s Super Bowl, GLP-1 brands are seizing on that demand by battling for brand awareness. Each spent upwards of $10 million on 30 and 60-second commercials designed to raise awareness of the medication and tackle the stigma around it.
Zepbound and Mounjaro maker Eli Lilly hedged its bets on a pre-game spot.
Elsewhere, its biggest rival, Novo Nordisk, which makes Wegovy and Ozempic, spent its advertising dollars on an in-game ad featuring DJ Kahled and John C.
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