9. Sumitomo Corp.

Total: $190.1 million
TV: $158.3 million
Magazine: $31.7 million
Newspaper: $0
Radio: $400

Sumitomo, the parent of Sunovion Pharmaceutical, launched a full court press for its antipsychotic Latuda, approved for the treatment of bipolar depression, last year. A widespread TV and print campaign featuring young Millennial female actresses resulted in high ad awareness, according to PM360 magazine.

The $179 million spent on Latuda almost matches Sumitomo's total $190 million ad budget. Not a surprise, considering the company's CEO promised that, in its quest to turn Latuda into a blockbuster, it would aim to almost double its sales in fiscal 2014 to 70 billion yen, or roughly $600 million. How? By "actively conducting marketing activities, including television advertisements."

Sunovion focuses on two treatment areas, respiratory conditions and disorders of the central nervous system. In the U.S., it most heavily markets Latuda and anti-seizure drug Aptiom, which began getting ad support in mid-2014.

For more:
Sunovion lobs Latuda into crowded atypicals market
Sumitomo Dainippon, Takeda call it quits on Latuda agreement in Europe
Sumitomo Dainippon says Latuda for schizophrenia in Japan misses PhIII aims

9. Sumitomo Corp.

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