While the drugmakers subsequently won a more than 99 percent cut in the award in ruling on a separate motion earlier this week, the reduced award total of $36.8 million will likely be subject to further appeal.
The increase is consistent with earlier shifts in Actos mass tort advertising following key litigation developments.
Actos, once the world’s best-selling diabetes medicine, is at the center of thousands of lawsuits across the country.
As the graph below indicates, over the past 6 months, mass tort advertising volumes focused on the drug fluctuated wildly from the $1.2 million spent in April following the first loss by Takeda in Lousiana federal court and the imposition of that multibillion dollar verdict early that month to a low of just over $300,000 spent in August following victories for the drugmaker in Nevada and Illinois state courts in May.
While about a dozen advertisers purchased Actos ads in September, three sponsors -- the lead generation firm The Relion Group and the Goldwater and Stewart & Stewart law firms-- accounted for over 90% of all estimated ad spending.