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

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