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 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. After Japan switched from analog to terrestrial digital broadcasting in 2011, televisions capable of receiving both terrestrial and satellite broadcasts became the norm. Therefore, starting in 2014, advertising expenditures in Television were redefined to include expenditures in both Terrestrial Television and Satellite Media-Related advertising.

Overview of Advertising Expenditures in Japan for 2014

Total advertising expenditures surpassed 6,000 billion yen for the first time in six years

  • Japan's advertising expenditures in 2014 totaled 6,152.2 billion yen, an increase of 2.9% over the previous year. Overall spending on advertising posted year-on-year gains for a third straight year, thanks to last-minute demand before the consumption tax rate increase in April as well as spending related to the Sochi 2014 Olympic Games and the 2014 FIFA World Cup Brazil™.
  • Spending in the traditional media posted a gain of 1.6%, with Television up 2.8%. The Internet advertising market (up 12.1%) reached the 1,000 billion yen level for the first time ever, driven by growth in smartphone and video ads, and ads using new advertising technologies. Moreover, Promotional Media (up 0.8%) also contributed to overall growth, expanding for the third year in a row.
  • By industry category (for the traditional media, but excluding Satellite Media-Related spending), year-on-year spending rose in 14 of the 21 industry categories, and fell in 7 categories.

Advertising Expenditure Reports

2014 Advertising Expenditure Component Ratios by Medium