Eli Lilly and Icos Corp.'s Cialis, which
GlaxoSmithKline and Bayer's Levitra, a NFL corporate sponsor, had already taken a 30-second spot on the Super Bowl, to be broadcast by Viacom's CBS.
Not to be outdone, Pfizer has also taken a 30-second spot for Viagra, executives close to the situation said. A Pfizer spokeswoman declined to comment.
Dwindling market share
Viagra has been the longtime leader in the category, but its market share has been whittled by the Food and Drug Administration's approval of Levitra last August and the November approval of Cialis.
Cialis' estimated $100 million ad campaign will begin with a 15-second commercial to be shown several times Sunday on the NFL's conference championship games on CBS and News Corp.'s Fox. The spot shows a couple together in a bathtub and only mentions Cialis by name, not what it treats. The spot is intended to generate awareness of the brand.
The full campaign, from Grey Global Group's Healthy Grey Village, New York, will begin with the 30-second spot on the Super Bowl. The campaign has been widely anticipated, particularly since Cialis' point of distinction from its competitors is that it can last for up to 36 hours.
It is not known if the 30-second Super Bowl spot for Cialis will be a longer version of the 15-second commercial that debuts this Sunday.