Market Data

Size of Major Advertising Markets

Millions of U.S. dollars
at current prices

Calendar year 2008 2009 2010 2011 2012
United States $183,065.6
36.9%
$158,782.0
35.0%
$162,905.0
33.7%
$164,901.0
33.1%
$171,432.0
33.5%
China 42,691.5
8.6%
47,962.7
10.6%
54,690.7
11.3%
62,998.8
12.6%
66,824.6
13.1%
Japan 69,507.9
14.0%
61,506.7
13.5%
60,681.0
12.6%
59,298.6
11.9%
61,185.7
12.0%
United Kingdom 22,245.4
4.5%
19,716.7
4.3%
21,362.1
4.4%
23,021.8
4.6%
23,973.5
4.7%
Germany 16,827.9
3.4%
15,457.4
3.4%
15,675.1
3.2%
15,749.0
3.2%
15,285.0
3.0%
France 13,997.6
2.8%
12,421.1
2.7%
13,161.4
2.7%
13,346.9
2.7%
12,908.9
2.5%
Brazil 7,990.5
1.6%
8,346.9
1.8%
9,859.1
2.0%
10,673.1
2.1%
11,484.7
2.2%
Rest of Europe 71,029.2
14.3%
60,001.1
13.2%
64,132.8
13.3%
65,717.4
13.2%
63,344.7
12.4%
Rest of Asia-Pacific 41,372.7
8.3%
40,180.7
8.8%
45,663.2
9.5%
49,112.8
9.8%
51,750.6
10.1%
Rest of Latin America 5,708.8
1.2%
6,027.1
1.3%
7,108.7
1.5%
8,089.9
1.6%
9,038.0
1.8%
Others 21,323.2
4.3%
23,773.2
5.2%
27,684.9
5.7%
25,912.8
5.2%
24,083.1
4.7%
Total $495,760.2
100.0%
$454,175.6
100.0%
$482,924.0
100.0%
$498,822.3
100.0%
$511,310.9
100.0%
Note:
These totals are for major mass media, including television, newspapers, magazines, radio, cinema, outdoor and Internet advertising.
Source:
CARAT ADSPEND FORECAST SEPTEMBER 2013

Advertising Expenditures in Japan and Advertising
Expenditures in Japan as a Percentage of Nominal GDP

Billions of yen

Calendar year 2008 2009 2010 2011 2012
Advertising expenditures in Japan ¥  6,692.6 ¥  5,922.2 ¥  5,842.7 ¥  5,709.6 ¥  5,891.3
Nominal GDP 501,209.3 471,138.7 482,384.4 470,623.2 475,729.0
Advertising expenditures in Japan as a percentage of nominal GDP 1.34% 1.26% 1.21% 1.21% 1.24%
Note:
Advertising expenditures include expenditures on terrestrial television, newspapers, magazines and radio advertising, expenditures on marketing flyers inserted in newspapers, exhibitions and screen displays, direct mailings, outdoor advertisements, transit advertisements, advertisements in telephone directories, point-of-purchase (POP) advertisements, satellite media-related and Internet advertisements.
Dentsu, 2012 Advertising Expenditures in Japan

Advertising Expenditures in Japan by Medium

Billions of yen

Calendar year 2008 2009 2010 2011 2012
Television ¥1,909.2
28.5%
¥1,713.9
29.0%
¥1,732.1
29.6%
¥1,723.7
30.2%
¥1,775.7
30.2%
Newspapers 827.6
12.4%
673.9
11.4%
639.6
11.0%
599.0
10.5%
624.2
10.6%
Magazines 407.8
6.1%
303.4
5.1%
273.3
4.7%
254.2
4.4%
255.1
4.3%
Radio 154.9
2.3%
137.0
2.3%
129.9
2.2%
124.7
2.2%
124.6
2.1%
Satellite Media-Related 67.6
1.0%
70.9
1.2%
78.4
1.3%
89.1
1.6%
101.3
1.7%
Internet 698.3
10.4%
706.9
11.9%
774.7
13.3%
806.2
14.1%
868.0
14.7%
Promotional Media 2,627.2
39.3%
2,316.2
39.1%
2,214.7
37.9%
2,112.7
37.0%
2,142.4
36.4%
Total ¥6,692.6
100.0%
¥5,922.2
100.0%
¥5,842.7
100.0%
¥5,709.6
100.0%
¥5,891.3
100.0%
Source:
Dentsu, 2012 Advertising Expenditures in Japan

Advertising Expenditures in the Four Traditional Mass Media in Japan by Industry

Billions of yen

Calendar year 2008 2009 2010 2011 2012
Energy/Materials/Machinery ¥  48.7
1.5%
¥  32.7
1.2%
¥  34.2
1.2%
¥  27.2
1.0%
¥  26.2
1.0%
Foodstuffs 301.4
9.1%
288.5
10.2%
288.0
10.4%
266.1
9.9%
283.2
10.2%
Beverages/Cigarettes 246.8
7.5%
227.0
8.0%
217.8
7.9%
196.2
7.3%
209.8
7.6%
Pharmaceuticals/
Medical Supplies
183.6
5.6%
163.3
5.8%
145.9
5.3%
143.5
5.3%
148.4
5.3%
Cosmetics/Toiletries 293.8
8.9%
275.9
9.7%
287.9
10.4%
276.8
10.2%
287.8
10.4%
Apparel/Fashion, Accessories/
Personal Items
115.8
3.5%
93.1
3.3%
101.2
3.7%
108.1
4.0%
116.4
4.2%
Precision Instruments/
Office Supplies
40.8
1.2%
30.7
1.1%
29.4
1.1%
26.3
1.0%
28.8
1.0%
Home Electric Appliances/
AV Equipment
81.8
2.5%
70.5
2.5%
73.3
2.6%
54.4
2.0%
54.1
2.0%
Automobiles/Related Products 192.2
5.8%
134.5
4.8%
131.6
4.7%
129.8
4.8%
164.7
5.9%
Household Products 61.0
1.8%
58.9
2.1%
65.0
2.3%
64.2
2.4%
64.9
2.3%
Hobbies/Sporting Goods 169.2
5.1%
142.0
5.0%
123.1
4.4%
110.6
4.1%
108.5
3.9%
Real Estate/Housing Facilities 147.5
4.5%
112.6
4.0%
102.9
3.7%
104.4
3.9%
108.6
3.9%
Publications 114.1
3.5%
94.5
3.3%
92.6
3.3%
89.4
3.3%
92.1
3.3%
Information/Communications 241.4
7.3%
203.3
7.2%
220.9
8.0%
222.0
8.2%
245.2
8.8%
Distribution/Retailing 210.6
6.4%
191.3
6.8%
182.2
6.6%
186.9
6.9%
202.9
7.3%
Finance/Insurance 212.9
6.4%
151.4
5.3%
153.8
5.5%
141.2
5.2%
144.9
5.2%
Transportation/Leisure 269.4
8.2%
233.5
8.2%
211.1
7.6%
195.2
7.2%
211.2
7.6%
Food Services/Other Services 144.2
4.4%
134.8
4.8%
138.6
5.0%
123.5
4.6%
128.9
4.6%
Government/Organizations 45.5
1.4%
47.6
1.7%
40.8
1.5%
108.7
4.0%
33.2
1.2%
Education/Medical Services/
Religion
100.1
3.0%
85.4
3.0%
81.7
2.9%
75.7
2.8%
78.2
2.8%
Classified Ads/Others 77.7
2.4%
55.8
2.0%
51.8
1.9%
50.5
1.9%
40.5
1.5%
Total ¥3,299.5
100.0%
¥2,828.2
100.0%
¥2,774.9
100.0%
¥2,701.6
100.0%
¥2,779.6
100.0%
Note:
Expenditures include expenditures on terrestrial television, newspapers, magazines and radio advertising, including related creative production costs.
Dentsu, 2012 Advertising Expenditures in Japan