Current Status

Market Data

  • Advertising Markets in the World
  • Advertising Expenditures in Japan
  • Advertising Expenditures in Japan by Medium
  • Advertising Expenditures in Japan by Industry

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

Billions of yen

Calendar year 2009 2010 2011 2012 2013
Energy/Materials/Machinery ¥  32.7
1.2%
¥  34.2
1.2%
¥  27.2
1.0%
¥  26.2
1.0%
¥  24.9
0.9%
Foodstuffs 288.5
10.2%
288.0
10.4%
266.1
9.9%
283.2
10.2%
272.0
9.8%
Beverages/Cigarettes 227.0
8.0%
217.8
7.9%
196.2
7.3%
209.8
7.6%
206.8
7.4%
Pharmaceuticals/Medical Supplies 163.3
5.8%
145.9
5.3%
143.5
5.3%
148.4
5.3%
147.4
5.3%
Cosmetics/Toiletries 275.9
9.7%
287.9
10.4%
276.8
10.2%
287.8
10.4%
279.8
10.1%
Apparel/Fashion, Accessories/Personal Items 93.1
3.3%
101.2
3.7%
108.1
4.0%
116.4
4.2%
117.3
4.2%
Precision Instruments/Office Supplies 30.7
1.1%
29.4
1.1%
26.3
1.0%
28.8
1.0%
28.3
1.0%
Home Electric Appliances/AV Equipment 70.5
2.5%
73.3
2.6%
54.4
2.0%
54.1
2.0%
55.3
2.0%
Automobiles/Related Products 134.5
4.8%
131.6
4.7%
129.8
4.8%
164.7
5.9%
167.1
6.0%
Household Products 58.9
2.1%
65.0
2.3%
64.2
2.4%
64.9
2.3%
68.5
2.5%
Hobbies/Sporting Goods 142.0
5.0%
123.1
4.4%
110.6
4.1%
108.5
3.9%
102.2
3.7%
Real Estate/Housing Facilities 112.6
4.0%
102.9
3.7%
104.4
3.9%
108.6
3.9%
115.0
4.1%
Publications 94.5
3.3%
92.6
3.3%
89.4
3.3%
92.1
3.3%
89.8
3.2%
Information/Communications 203.3
7.2%
220.9
8.0%
222.0
8.2%
245.2
8.8%
243.3
8.8%
Distribution/Retailing 191.3
6.8%
182.2
6.6%
186.9
6.9%
202.9
7.3%
192.7
6.9%
Finance/Insurance 151.4
5.3%
153.8
5.5%
141.2
5.2%
144.9
5.2%
167.6
6.0%
Transportation/Leisure 233.5
8.2%
211.1
7.6%
195.2
7.2%
211.2
7.6%
209.7
7.6%
Food Services/Other Services 134.8
4.8%
138.6
5.0%
123.5
4.6%
128.9
4.6%
142.2
5.1%
Government/Organizations 47.6
1.7%
40.8
1.5%
108.7
4.0%
33.2
1.2%
31.4
1.1%
Education/Medical Services/Religion 85.4
3.0%
81.7
2.9%
75.7
2.8%
78.2
2.8%
80.6
2.9%
Classified Ads/Others 55.8
2.0%
51.8
1.9%
50.5
1.9%
40.5
1.5%
39.6
1.4%
Total ¥2,828.2
100.0%
¥2,774.9
100.0%
¥2,701.6
100.0%
¥2,779.6
100.0%
¥2,782.5
100.0%
Note:
Expenditures include expenditures on terrestrial television, newspapers, magazines and radio advertising,
including related creative production costs.
Source:
Dentsu, 2013 Advertising Expenditures in Japan