Well, the biggest advertising event of the year happened last Sunday and showed Valeant's continued investment in the event with two ads:
Jublia Returns at 63
Valeant was at the bottom of the USA Today leaderboard, but it was the only company that stepped up to the Super Bowl 50 rate card. The fact that this is the second year for Jublia at the Super Bowl may mean that Valeant is seeing an ROI on the spend, and this year they featured former NFL players Howie Long, Deion Sanders, and Phil Simms.
Xifaxan Debuts at 62
Xifaxan’s mascot made its Super Bowl debut. The little guy seemed unfazed by the ISI voice over, and it beat Jublia by one spot on the ranking.
In 2016 we have Valeant on the Super Bowl for two years and doubling its investment. There was no lead up to the event according to SuperBowlAds2016.org so there is a lot of room left for the company to optimize it’s spend.
Source: USA Today
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