• by Les Luchter , February 9, 2026

Add AbbVie, Sun Pharma, Regneron, Deciphera and Soleno Therapeutics to the slew of Super Bowl pharma advertisers.

Unlike the really big spenders (led by Novo Nordisk and also including Novartis,  Ro, Hims & Hers and Boehringer Ingelheim), these five  didn’t advertise on the TV broadcast, but rather in the official 290-page Super Bowl program.

According to publisher H.O. Zimman, the print publication has a circulation of 1 million – and pass-on value of five readers per copy. It’s sold (list price $30) not only at the game itself, but, says the publisher, at newsstands, bookstores, airports, hotels, special kiosks, and online.

A free digital edition is also available, however.

While ad rates are unavailable, they undoubtedly cost considerably less than the $8 million to $10 million NBC reportedly charged for 30 seconds of TV time.

Here are the headlines and summaries of the five pharma Super Bowl print ads:

“Chronic Migraine making you feel like a spectator in your own life? You are not alone.”

The biggest pharma buy in the Super Bowl program came from AbbVie, which bought four straight pages – two spreads -- to promote Botox as a chronic migraine treatment. The second half was devoted entirely to “patient information,” including side effects and risks.”

The other pharma buys were a page apiece:

“The best game plan? Tackling diffuse TGCT as a team.”

Deciphera also used half its space for a “summary of patient information” in its ad for Romvimza, a year-old drug which treats the rare cancer of tenosynovial giant cell tumor.

“Fueling the Future of Science.”

Regeneron used its page to tout its support and funding for stem cell education initiatives. The firm, which develops antibodies and other medications, has an R&D business unit called Regeneron Cell Medicines.

“There isn’t always a playbook.  No end zone. No final whistle. Just goal posts that keep moving..” 

Soleno teamed with the Prader-Willi Syndrome Association to raise awareness of the rare disorder “that can cause growth hormone deficiency, behavior challenges and hyperphagia [extreme hunger]. (Solena has a year-old drug that treats hyperphagia in Prader-Willi patients.)                               

“Today is SUNday. But for Us, SUNday is everyday.”

Sun Pharma, which last month launched its latest skin cancer treatment, used its Super Bowl ad to introduce “SunDay,” an awareness initiative that the company says aims “to reinforce that skin cancer awareness and care extend far beyond designated awareness months or singular moments in time.” The campaign’s hub at ItsSUNday.com, includes connections to advocacy groups like Skin Cancer Champions, The Skin Cancer Foundation, and AIM at Skin Cancer Foundation.