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Advertising Expenditures in Japan and as a Percentage of Nominal GDP

Billions of yen

Calendar year 2010 2011 2012 2013 2014
Advertising expenditures in Japan 5,842.7 5,709.6 5,891.3 5,976.2 6,152.2
Nominal GDP 482,384.4 471,310.8 475,110.4 480,128.0 488,215.5
Advertising expenditures in Japan as a percentage of nominal GDP 1.21% 1.21% 1.24% 1.24% 1.26%
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.
Source:
Dentsu, 2014 Advertising Expenditures in Japan

Advertising Expenditures in Japan by Medium

Billions of yen

Calendar year 2010 2011 2012 2013 2014
Television 1,877.0
31.9%
1,902.3
31.8%
1,956.4
31.8%
 Terrestrial Television 1,732.1
29.6%
1,723.7
30.2%
1,775.7
30.2%
1,791.3
30.0%
1,834.7
29.8%
 Satellite Media-Related 78.4
1.3%
89.1
1.6%
101.3
1.7%
111.0
1.8%
121.7
2.0%
Newspapers 639.6
11.0%
599.0
10.5%
624.2
10.6%
617.0
10.3%
605.7
9.8%
Magazines 273.3
4.7%
254.2
4.4%
255.1
4.3%
249.9
4.2%
250.0
4.1%
Radio 129.9
2.2%
124.7
2.2%
124.6
2.1%
124.3
2.1%
127.2
2.1%
Internet 774.7
13.3%
806.2
14.1%
868.0
14.7%
938.1
15.7%
1,051.9
17.1%
Promotional Media 2,214.7
37.9%
2,112.7
37.0%
2,142.4
36.4%
2,144.6
35.9%
2,161.0
35.1%
Total 5,842.7
100.0%
5,709.6
100.0%
5,891.3
100.0%
5,976.2
100.0%
6,152.2
100.0%
Note:
Advertising expenditures in television were redefined in 2014, retroactive to 2012, to include expenditures in both terrestrial television and satellite media-related advertising.
Source:
Dentsu, 2014 Advertising Expenditures in Japan

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

Billions of yen

Calendar year 2010 2011 2012 2013 2014
Energy/Materials/Machinery 34.2
1.2%
27.2
1.0%
26.2
1.0%
24.9
0.9%
25.6
0.9%
Foodstuffs 288.0
10.4%
266.1
9.9%
283.2
10.2%
272.0
9.8%
263.5
9.4%
Beverages/Cigarettes 217.8
7.9%
196.2
7.3%
209.8
7.6%
206.8
7.4%
210.9
7.5%
Pharmaceuticals/Medical Supplies 145.9
5.3%
143.5
5.3%
148.4
5.3%
147.4
5.3%
149.9
5.3%
Cosmetics/Toiletries 287.9
10.4%
276.8
10.2%
287.8
10.4%
279.8
10.1%
295.5
10.5%
Apparel/Fashion, Accessories/Personal Items 101.2
3.7%
108.1
4.0%
116.4
4.2%
117.3
4.2%
113.8
4.0%
Precision Instruments/Office Supplies 29.4
1.1%
26.3
1.0%
28.8
1.0%
28.3
1.0%
30.5
1.1%
Home Electric Appliances/AV Equipment 73.3
2.6%
54.4
2.0%
54.1
2.0%
55.3
2.0%
59.2
2.1%
Automobiles/Related Products 131.6
4.7%
129.8
4.8%
164.7
5.9%
167.1
6.0%
172.7
6.1%
Household Products 65.0
2.3%
64.2
2.4%
64.9
2.3%
68.5
2.5%
72.4
2.6%
Hobbies/Sporting Goods 123.1
4.4%
110.6
4.1%
108.5
3.9%
102.2
3.7%
94.1
3.3%
Real Estate/Housing Facilities 102.9
3.7%
104.4
3.9%
108.6
3.9%
115.0
4.1%
118.0
4.2%
Publications 92.6
3.3%
89.4
3.3%
92.1
3.3%
89.8
3.2%
87.6
3.1%
Information/Communications 220.9
8.0%
222.0
8.2%
245.2
8.8%
243.3
8.8%
260.9
9.3%
Distribution/Retailing 182.2
6.6%
186.9
6.9%
202.9
7.3%
192.7
6.9%
193.7
6.9%
Finance/Insurance 153.8
5.5%
141.2
5.2%
144.9
5.2%
167.6
6.0%
164.3
5.8%
Transportation/Leisure 211.1
7.6%
195.2
7.2%
211.2
7.6%
209.7
7.6%
211.7
7.5%
Food Services/Other Services 138.6
5.0%
123.5
4.6%
128.9
4.6%
142.2
5.1%
145.0
5.2%
Government/Organizations 40.8
1.5%
108.7
4.0%
33.2
1.2%
31.4
1.1%
33.8
1.2%
Education/Medical Services/Religion 81.7
2.9%
75.7
2.8%
78.2
2.8%
80.6
2.9%
77.1
2.7%
Classified Ads/Others 51.8
1.9%
50.5
1.9%
40.5
1.5%
39.6
1.4%
36.7
1.3%
Total 2,774.9
100.0%
2,701.6
100.0%
2,779.6
100.0%
2,782.5
100.0%
2,817.6
100.0%
Note:
Expenditures include expenditures on terrestrial television, newspapers, magazines and radio advertising, including related creative production costs.
Source:
Dentsu, 2014 Advertising Expenditures in Japan

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