Ad Spend Declines in Japan

According to the annual survey by Japanese advertising agency Dentsu, the sector hit hard times in 2002 with adspend falling for the year. This was despite a temporary boost in the first half from the Winter Olympics and the World Cup.

During 2002, the country's ad spend decreased by 5.9% to Yen5,703.2 billion, registering the second consecutive year of decline. During the past five years, Japan has posted an increase in adspend only once - in 2000.

All media sectors witnessed a drop, online advertising being the hardest hit with a year-on-year decline of 15%. Newspapers decreased by 11%, TV by 6.4% and direct marketing/sales promotion/outdoor by 3.3%.

Across the product sectors, only advertising for cosmetics and electrical goods increased. Information and communications fell by 19.2%, and cigarettes and beverages declined 13.8%.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.