Japanese ad slowdown hits Dentsu

11 March 2009

TOKYO: Dentsu, the Japanese advertising holding group, saw its total parent company revenues fall by 20.8% to ¥97.2 billion ($986.8m; €775.5m; £715.9m) in February, after posting a decline in sales through all types of media during the month.

Adspend is expected to decline by around 3% this year in Japan, and Dentsu has previously said the current economic and advertising environment essentially constitutes a "devastating" combination.

In February, Denstu's newspaper ad revenues fell to ¥9.5bn yen, down 37.7%, with magazine spending also declining by 24.9% to ¥4.1bn, and outdoor expenditure by 43.5% to ¥2.1bn.

Television adspend was slightly more stable – falling by 16.9% to ¥48.1bn – while interactive revenues decreased 8.7% to ¥1.7bn and radio revenues slipped by 3.6% to some ¥1.6bn.

Its total creative revenues also declined by 16.2% to ¥12.8bn, and its marketing totals were down by 12.6% to ¥12.3bn overall.

Data sourced from Dentsu; additional content by WARC staff