[February 20, 2014] |
|
Dentsu: Advertising Expenditures in Japan Totaled 5,976.2 Billion Yen in 2013, Up 1.4% from 2012
TOKYO --(Business Wire)--
Dentsu Inc. (TOKYO:4324) (ISIN:JP3551520004) (President & CEO: Tadashi
Ishii; Head Office: Tokyo; Capital: 74,609.81 million yen) released
today its annual report of advertising expenditures in Japan for the
2013 calendar year, including an estimated breakdown by medium and
industry.
According to this report, Japan's advertising expenditures in 2013
totaled 5,976.2 billion yen, an increase of 1.4% over the previous year.
Overall spending on advertising posted year-on-year gains for a second
straight year thanks to the sustained economic recovery brought about by
"Abenomics," and a late surge in demand ahead of the consumption tax
increase scheduled to take effect in April 2014.
Overview of Advertising Expenditures during 2013
-
Advertising expenditures held firm in 2013 as a result of the
sustained economic recovery achieved by "Abenomics," and a strong
surge in demand during the second half of the year which was related
to the consumption tax increase scheduled to take effect in April
2014. The first half of 2013 saw higher sales of expensive goods,
reflecting an improvement in Japan's economy, but this recovery was
not strong enough to boost overall spending on advertising.
Expenditures for the year totaled 5,976.2 billion yen, a gain of 1.4%
over the previous year, and spending was up for the second year in a
row.
-
Broken down by medium, expenditures were modestly higher in Television
(up 0.9%), fell slightly in Newspapers (down 1.2%) and Magazines (down
2.0%), and held steady in Radio (down 0.2%). As a result, overall
spending in the traditional media rose 0.1%. Advertising in
Promotional Media grew by the same amount (up 0.1%), exceeding
previous-year levels for a second straight year. Satellite
Media-Related spending has taken firm root, and spending in this
component remained quite strong (up 9.6%), along with Internet
advertising (up 8.1%), which saw robust growth in demand for
performance-based advertising.
-
By industry category (for the traditional media), expenditures were
higher in 8 of the 21 industry categories, including Finance/Insurance
(up 15.6% due to strong growth in advertising for direct-marketed
insurance products and the Nippon Individual Savings Account (NISA)
program); Food Services/Other Services (up 10.3%, helped by growth in
placements for legal services); Real Estate/Housing Facilities (up
5.8% on placements for residential housing); Household Products (up
5.5%, boosted by increased spending on ads for beds); and
Education/Medical Services/Religion (up 3.1% on ads for preparatory
and tutoring schools, hospitals and medical services).
By
contrast, expenditures fell in 13 of the 21 industry categories,
including Hobbies/Sporting Goods (down 5.8%, hurt by a fall in
placements for audio software, dolls and toys);
Government/Organizations (down 5.4% on lower demand from political
parties and political organizations); Energy/Materials/Machinery (down
5.1% on cutbacks by electric power and gas companies); and
Distribution/Retailing (down 5.0% on reductions in spending by large,
high volume retail stores).
• Outline of Advertising Expenditures by Medium Advertising
expenditures in the traditional media totaled 2,782.5 billion yen, up
0.1% compared with the previous year. Spending in Television posted a
modest gain (up 0.9%). Promotional Media advertising was also up 0.1%.
Spending remained strong in both Satellite Media-Related (up 9.6%), and
Internet advertising (up 8.1% year on year).
• Quarterly Breakdown of Growth in Advertising Expenditures in the
Traditional Media in 2013 A quarterly breakdown of advertising
expenditures for the traditional media in the 2013 calendar year showed
that spending trended lower during the first six months, but recovered
during the second half of the year.
|
(Year-on-year, %)
|
|
|
2013 (Full Year)
|
|
Jan.- Jun.
|
|
Jul.- Dec.
|
|
Jan.- Mar.
|
|
Apr.- Jun.
|
|
Jul.- Sep.
|
|
Oct.- Dec.
|
Advertising Expenditures in the Traditional Media
|
|
100.1
|
|
98.8
|
|
101.4
|
|
98.5
|
|
99.2
|
|
101.9
|
|
100.9
|
|
• Outline of Advertising Expenditures by Industry (21 Categories,
Traditional Media Only) Advertising expenditures increased in 8
of the 21 industry categories surveyed during 2013, and declined in 13
categories.
Two industry categories posted double-digit gains: Finance/Insurance (up
15.6%) on expenditures related to direct-marketed insurance products and
the Nippon Individual Savings Account (NISA) program, and Food
Services/Other Services (up 10.3%), which saw firm growth in placements
for legal services as well as for ladies' wigs. Expenditures also rose
for Real Estate/Housing Facilities (up 5.8%) due to strong demand
related to residential housing and house exhibition sites; Household
Products (up 5.5%) on increased placements for beds and deodorizers;
Education/Medical Services/Religion (up 3.1%) on spending on ads for
preparatory and tutoring schools, hospitals and medical services, and
language schools; and Automobiles/Related Products (up 1.4%) on
increased placements for K-cars (engine displacement up to 660 cc),
sedans and SUVs.
By contrast, expenditures fell in 13 of the 21 industry categories,
including Hobbies/Sporting Goods (down 5.8%), hurt by cutbacks in
advertising for audio software, dolls and toys; Government/Organizations
(down 5.4%) as a result of reduced spending by political parties and
political organizations; Energy/Materials/Machinery (down 5.1%) on fewer
placements by electric power and gas companies; Distribution/Retailing
(down 5.0%) on lower demand from large-scale general merchandise stores;
and Foodstuffs (down 4.0%), where expenditures fell in the areas of
health foods and beauty-related food products.
The full text of 2013 Advertising Expenditures in Japan is
currently being compiled and will be available on Dentsu's website at
the end of March 2014. For reference, please refer to the tables on the
following pages.
|
TABLE 1
|
Japan's GDP and Advertising Expenditures (2009-2013)
|
Year
|
|
Gross Domestic Product (B)
|
|
Advertising Expenditures (A)
|
|
A / B (%)
|
|
GDP (¥ billion)
|
|
Compared to Previous Year (%)
|
|
Advertising Expenditures (¥ billion)
|
|
Compared to Previous Year (%)
|
|
2009
|
|
471,138.7
|
|
94.0
|
|
5,922.2
|
|
88.5
|
|
1.26
|
2010
|
|
482,384.4
|
|
102.4
|
|
5,842.7
|
|
98.7
|
|
1.21
|
2011
|
|
471,310.8
|
|
97.7
|
|
5,709.6
|
|
97.7
|
|
1.21
|
2012
|
|
473,777.1
|
|
100.5
|
|
5,891.3
|
|
103.2
|
|
1.24
|
2013
|
|
478,447.7
|
|
101.0
|
|
5,976.2
|
|
101.4
|
|
1.25
|
Notes: • The above figures for GDP are those released in the
Cabinet Office's 'Annual Report on National Accounts' and 'GDP
Estimates'. • All the above figures are for the calendar year.
|
TABLE 2
|
Advertising Expenditures by Medium (2011-2013)
|
Media
|
|
Advertising Expenditures (¥ billion)
|
|
YoY Comparison Ratio (%)
|
|
Component Ratio (%)
|
|
2011
|
|
2012
|
|
2013
|
|
2012
|
|
2013
|
|
2011
|
|
2012
|
|
2013
|
Traditional Media
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Newspapers
|
|
599.0
|
|
624.2
|
|
617.0
|
|
104.2
|
|
98.8
|
|
10.5
|
|
10.6
|
|
10.3
|
Magazines
|
|
254.2
|
|
255.1
|
|
249.9
|
|
100.4
|
|
98.0
|
|
4.4
|
|
4.3
|
|
4.2
|
Radio
|
|
124.7
|
|
124.6
|
|
124.3
|
|
99.9
|
|
99.8
|
|
2.2
|
|
2.1
|
|
2.1
|
Television
|
|
1,723.7
|
|
1,775.7
|
|
1,791.3
|
|
103.0
|
|
100.9
|
|
30.2
|
|
30.2
|
|
30.0
|
Subtotal
|
|
2,701.6
|
|
2,779.6
|
|
2,782.5
|
|
102.9
|
|
100.1
|
|
47.3
|
|
47.2
|
|
46.6
|
Satellite Media-Related
|
|
89.1
|
|
101.3
|
|
111.0
|
|
113.7
|
|
109.6
|
|
1.6
|
|
1.7
|
|
1.8
|
Internet
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
(Advertising placement)
|
|
618.9
|
|
662.9
|
|
720.3
|
|
107.1
|
|
108.7
|
|
10.8
|
|
11.2
|
|
12.1
|
(Advertising production)
|
|
187.3
|
|
205.1
|
|
217.8
|
|
109.5
|
|
106.2
|
|
3.3
|
|
3.5
|
|
3.6
|
Subtotal
|
|
806.2
|
|
868.0
|
|
938.1
|
|
107.7
|
|
108.1
|
|
14.1
|
|
14.7
|
|
15.7
|
Promotional Media
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Outdoor
|
|
288.5
|
|
299.5
|
|
307.1
|
|
103.8
|
|
102.5
|
|
5.1
|
|
5.1
|
|
5.1
|
Transit
|
|
190.0
|
|
197.5
|
|
200.4
|
|
103.9
|
|
101.5
|
|
3.3
|
|
3.4
|
|
3.4
|
Flyers
|
|
506.1
|
|
516.5
|
|
510.3
|
|
102.1
|
|
98.8
|
|
8.9
|
|
8.8
|
|
8.5
|
Direct Mail
|
|
391.0
|
|
396.0
|
|
389.3
|
|
101.3
|
|
98.3
|
|
6.8
|
|
6.7
|
|
6.5
|
Free Newspapers /
Free Magazines
|
|
255.0
|
|
236.7
|
|
228.9
|
|
92.8
|
|
96.7
|
|
4.5
|
|
4.0
|
|
3.8
|
POP
|
|
183.2
|
|
184.2
|
|
195.3
|
|
100.5
|
|
106.0
|
|
3.2
|
|
3.1
|
|
3.3
|
Telephone Directories
|
|
58.3
|
|
51.4
|
|
45.3
|
|
88.2
|
|
88.1
|
|
1.0
|
|
0.9
|
|
0.8
|
Exhibitions /
Screen Displays
|
|
240.6
|
|
260.6
|
|
268.0
|
|
108.3
|
|
102.8
|
|
4.2
|
|
4.4
|
|
4.5
|
Subtotal
|
|
2,112.7
|
|
2,142.4
|
|
2,144.6
|
|
101.4
|
|
100.1
|
|
37.0
|
|
36.4
|
|
35.9
|
Total
|
|
5,709.6
|
|
5,891.3
|
|
5,976.2
|
|
103.2
|
|
101.4
|
|
100.0
|
|
100.0
|
|
100.0
|
|
TABLE 3
|
Advertising Expenditures by Industry in the Traditional Media
(2012-2013)
|
(Unit: ¥10 million)
|
|
Media
|
|
Newspapers
|
|
Magazines
|
|
Radio
|
|
Television
|
|
Total
|
Industry
|
|
2012
|
|
2013
|
|
Comparison Ratio (%)
|
|
2012
|
|
2013
|
|
Comparison Ratio (%)
|
|
2012
|
|
2013
|
|
Comparison Ratio (%)
|
|
2012
|
|
2013
|
|
Comparison Ratio (%)
|
|
2012
|
|
2013
|
|
Comparison Ratio (%)
|
Energy / Materials /
Machinery
|
|
640
|
|
628
|
|
98.1
|
|
126
|
|
126
|
|
100.0
|
|
283
|
|
274
|
|
96.8
|
|
1,575
|
|
1,462
|
|
92.8
|
|
2,624
|
|
2,490
|
|
94.9
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Foodstuffs
|
|
5,561
|
|
5,528
|
|
99.4
|
|
1,553
|
|
1,410
|
|
90.8
|
|
1,163
|
|
999
|
|
85.9
|
|
20,052
|
|
19,272
|
|
96.1
|
|
28,329
|
|
27,209
|
|
96.0
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Beverages / Cigarettes
|
|
2,344
|
|
2,099
|
|
89.5
|
|
1,386
|
|
1,380
|
|
99.6
|
|
532
|
|
514
|
|
96.6
|
|
16,725
|
|
16,695
|
|
99.8
|
|
20,987
|
|
20,688
|
|
98.6
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Pharmaceuticals /
Medical Supplies
|
|
1,700
|
|
1,694
|
|
99.6
|
|
836
|
|
743
|
|
88.9
|
|
1,039
|
|
1,078
|
|
103.8
|
|
11,272
|
|
11,230
|
|
99.6
|
|
14,847
|
|
14,745
|
|
99.3
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Cosmetics / Toiletries
|
|
3,130
|
|
3,450
|
|
110.2
|
|
3,353
|
|
3,071
|
|
91.6
|
|
411
|
|
452
|
|
110.0
|
|
21,889
|
|
21,012
|
|
96.0
|
|
28,783
|
|
27,985
|
|
97.2
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Apparel / Fashion, Accessories / Personal Items
|
|
1,675
|
|
1,627
|
|
97.1
|
|
6,483
|
|
6,568
|
|
101.3
|
|
66
|
|
65
|
|
98.5
|
|
3,421
|
|
3,472
|
|
101.5
|
|
11,645
|
|
11,732
|
|
100.7
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Precision Instruments /
Office Supplies
|
|
530
|
|
600
|
|
113.2
|
|
914
|
|
915
|
|
100.1
|
|
52
|
|
55
|
|
105.8
|
|
1,390
|
|
1,264
|
|
90.9
|
|
2,886
|
|
2,834
|
|
98.2
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Home Electric Appliances /
AV Equipment
|
|
687
|
|
608
|
|
88.5
|
|
646
|
|
685
|
|
106.0
|
|
163
|
|
152
|
|
93.3
|
|
3,916
|
|
4,088
|
|
104.4
|
|
5,412
|
|
5,533
|
|
102.2
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Automobiles / Related Products
|
|
1,444
|
|
1,662
|
|
115.1
|
|
866
|
|
849
|
|
98.0
|
|
852
|
|
933
|
|
109.5
|
|
13,311
|
|
13,266
|
|
99.7
|
|
16,473
|
|
16,710
|
|
101.4
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Household Products
|
|
1,149
|
|
1,163
|
|
101.2
|
|
471
|
|
555
|
|
117.8
|
|
183
|
|
202
|
|
110.4
|
|
4,693
|
|
4,936
|
|
105.2
|
|
6,496
|
|
6,856
|
|
105.5
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Hobbies / Sporting Goods
|
|
1,279
|
|
1,174
|
|
91.8
|
|
1,486
|
|
1,420
|
|
95.6
|
|
314
|
|
274
|
|
87.3
|
|
7,774
|
|
7,359
|
|
94.7
|
|
10,853
|
|
10,227
|
|
94.2
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Real Estate / Housing Facilities
|
|
2,917
|
|
2,846
|
|
97.6
|
|
749
|
|
802
|
|
107.1
|
|
502
|
|
587
|
|
116.9
|
|
6,701
|
|
7,268
|
|
108.5
|
|
10,869
|
|
11,503
|
|
105.8
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Publications
|
|
5,702
|
|
5,647
|
|
99.0
|
|
297
|
|
300
|
|
101.0
|
|
606
|
|
664
|
|
109.6
|
|
2,611
|
|
2,377
|
|
91.0
|
|
9,216
|
|
8,988
|
|
97.5
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Information / Communications
|
|
3,903
|
|
3,570
|
|
91.5
|
|
1,346
|
|
1,096
|
|
81.4
|
|
847
|
|
725
|
|
85.6
|
|
18,429
|
|
18,941
|
|
102.8
|
|
24,525
|
|
24,332
|
|
99.2
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Distribution / Retailing
|
|
7,563
|
|
7,439
|
|
98.4
|
|
996
|
|
946
|
|
95.0
|
|
876
|
|
877
|
|
100.1
|
|
10,862
|
|
10,011
|
|
92.2
|
|
20,297
|
|
19,273
|
|
95.0
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Finance / Insurance
|
|
2,105
|
|
2,304
|
|
109.5
|
|
600
|
|
630
|
|
105.0
|
|
937
|
|
934
|
|
99.7
|
|
10,857
|
|
12,894
|
|
118.8
|
|
14,499
|
|
16,762
|
|
115.6
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Transportation /
Leisure
|
|
10,219
|
|
9,991
|
|
97.8
|
|
1,491
|
|
1,647
|
|
110.5
|
|
1,023
|
|
980
|
|
95.8
|
|
8,390
|
|
8,358
|
|
99.6
|
|
21,123
|
|
20,976
|
|
99.3
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Food Services / Other Services
|
|
1,942
|
|
2,125
|
|
109.4
|
|
625
|
|
599
|
|
95.8
|
|
1,261
|
|
1,335
|
|
105.9
|
|
9,068
|
|
10,170
|
|
112.2
|
|
12,896
|
|
14,229
|
|
110.3
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Government / Organizations
|
|
1,450
|
|
1,327
|
|
91.5
|
|
212
|
|
229
|
|
108.0
|
|
882
|
|
849
|
|
96.3
|
|
783
|
|
744
|
|
95.0
|
|
3,327
|
|
3,149
|
|
94.6
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Education / Medical Services / Religion
|
|
2,891
|
|
2,820
|
|
97.5
|
|
1,022
|
|
965
|
|
94.4
|
|
445
|
|
439
|
|
98.7
|
|
3,465
|
|
3,845
|
|
111.0
|
|
7,823
|
|
8,069
|
|
103.1
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Classified Ads / Others
|
|
3,589
|
|
3,398
|
|
94.7
|
|
52
|
|
54
|
|
103.8
|
|
23
|
|
42
|
|
182.6
|
|
386
|
|
466
|
|
120.7
|
|
4,050
|
|
3,960
|
|
97.8
|
Total
|
|
62,420
|
|
61,700
|
|
98.8
|
|
25,510
|
|
24,990
|
|
98.0
|
|
12,460
|
|
12,430
|
|
99.8
|
|
177,570
|
|
179,130
|
|
100.9
|
|
277,960
|
|
278,250
|
|
100.1
|
|
TABLE 4
|
Sources of Media Expenditures
|
|
Traditional Media: Advertising expenditures spent in the
traditional media of newspapers, magazines, radio and television.
|
Newspapers: Advertising rates of national daily and trade
newspapers, and advertising production costs.
|
Magazines: Advertising rates of national monthly, weekly
and specialized magazines, and advertising production costs.
|
Radio: Time rates and production costs of private
broadcasting stations nationwide and commercial production costs
(but not including event-related costs).
|
Television: Time rates and production costs of private
broadcasting stations nationwide and commercial production costs
(but not including event-related costs).
|
|
Satellite Media-Related: Advertising expenditures for
satellite broadcasts, CATV and teletext (placement and production
costs).
|
|
Internet: Placement (includes mobile advertising) and
production costs (includes production costs for banner ads as well
as website set-up costs related to products, services and ad
campaigns) for Internet sites.
|
|
Promotional Media: Advertising expenditures for sales
promotion-related media.
|
Outdoor: Production and placement costs for billboards,
neon signs, outdoor video screens, etc.
|
Transit: Placement costs for transit advertisements.
|
Flyers: Insertion costs for flyers in newspapers nationwide.
|
Direct Mail: Postage and private delivery costs spent on
direct mail.
|
Free Newspapers/Free Magazines: Advertising costs in free
newspapers and magazines.
|
POP: Production costs for point-of-purchase (POP) displays.
|
Telephone Directories: Placement costs for advertisements
in telephone directories.
|
Exhibitions/Screen Displays: Production costs for
exhibitions, expositions and PR centers; production and screening
costs for promotional films and videos, etc.
|
|
About the Dentsu Group Dentsu is the world's largest
advertising agency brand. Led by Dentsu Inc. (TOKYO:4324)
(ISIN:JP3551520004), a company with a history of 112 years of
innovation, the Dentsu Group provides a comprehensive range of
client-centric brand, integrated communications, media and digital
services through its seven global network brands-Carat, Dentsu, Dentsu
media, iProspect, Isobar, Posterscope and Vizeum-as well as through its
specialist brands including 360i, Amnet, Amplifi, Data2Decisions,
mcgarrybowen, Mitchell Communications (PR) and psLive.
The Dentsu Group has a strong presence in 110 countries across five
continents, and employs more than 37,000 dedicated professionals. Dentsu
Aegis Network Ltd., its global business headquarters in London, oversees
Dentsu's agency operations outside of Japan. The Group is also active in
the production and marketing of sports and entertainment content on a
global scale. www.dentsu.com
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