Data Room

Advertising Expenditures in Japan

Dentsu’s annual report on advertising expenditures in Japan is an estimate of advertising spending in Japan during the calendar year (January to December), representing the advertising media fees and production costs for the traditional media (newspapers, magazines, radio and television), along with those for the satellite media-related, Internet, and promotional media categories. It is prepared in cooperation with media companies and production companies. Advertising expenditures in the traditional media are also broken down into estimates for 21 industry categories. Dentsu had used the same methods and category scope in its estimate of expenditures from 1947 through 1986, but in 1987 the scope of the report was expanded beyond the four traditional media, and figures were revised retroactively to 1985. The scope of estimates was revised again in the 2007 report, with figures revised retroactively to 2005.

Overview of Advertising Expenditures in Japan for 2013

Spending rose for a second straight year

  • Total advertising expenditures in calendar year 2013 came to 5,976.2 billion yen, an increase of 1.4% over the previous year.
  • Advertising expenditures held firm in 2013 as a result of the sustained economic recovery achieved by Prime Minister Shinzo Abe’s Abenomics policies, and a strong surge in demand during the second half of the year which was related to the consumption tax increase scheduled to take effect in April 2014.
  • Spending in the traditional media totaled 2,782.5 billion yen, up 0.1% compared with the previous year. Spending in Television posted a modest gain (up 0.9%). Promotional Media advertising was also up 0.1%. Spending remained strong in both Satellite Media-Related (up 9.6%), and Internet advertising (up 8.1%) year on year.
  • Two industry categories posted double-digit gains: Finance/Insurance (up 15.6%) on expenditures related to direct-marketed insurance products and the Nippon Individual Savings Account (NISA) program, and Food Services/Other Services (up 10.3%), which saw firm growth in placements for legal services as well as for ladies’ wigs. Expenditures also rose in six other categories.

Advertising Expenditure Reports

2013 Advertising Expenditure Component Ratios by Medium