Japanese Companies Spent More on Internet Ads than on Newspaper Ads in 2009
(2010/2/22) ﾂ黴Today, Dentsu announced the publication of the “2009 Annual Report on Japanese National Advertising Expenditure”. The report analyzes the total money Japanese companies spent on advertising, as well as breakdowns based on media and industries. According to the report, the total amount spent on advertising by Japanese companies was 5.9 trillion yen, down 11.5% YoY. Every media with the exception of Internet and satellite based media saw a decline.
2009 was the second year in a row that the total expenditure had declined (-4.7% YoY in 2008). While there were many reasons for spending, including the national election, Eco-friendly car rebates, and Eco-friendly electronics rebates, the world-wide economic stagnation was the reason for overall decline.
In the media based breakdown, newspaper advertising fell the most with a 18.6% YoY decline. TV advertising also lost some ground (-10.2% YoY), leading to the cumulative decline of the four major mass communication media for the 5th year in a row (-14.3% YoY). Promotion media (including outdoors and transit) fell for the second year in a row (-11.8%), with every subcategory declining as well. Satellite-based media grew as BS Digital Broadcasting grew, but even then the growth was limited to single digit (+4.9% YoY).
For the first time, the total spent on Internet advertising (707 billion yen) was more than the total spend on newspaper ads (674 billion yen). Magazine advertising earned 303 billion yen, and TV earned 1.7 trillion yen.
