Japanese adspend set for further decline

05 February 2010

TOKYO: Advertising expenditure levels will continue to decline in Japan, according to a new forecast from the Nikkei Advertising Research Institute.

The organisation has predicted that adspend in the Asian nation will plummet by 14.3% for the financial year starting in April 2009, following on from a dip of 9.9% recorded over the previous 12 months.

Within this, TV is expected to experience a decrease of 10.6%, a total that will rise to 15.3% for radio, 18.9% for newspapers, and 26.6% for magazines.

Internet, outdoor and transport will also register a combined drop of 14.8% over this period, according to NARI.

The rate of contraction will moderate to 4% over the fiscal year beginning in 2010, as the broader economic climate begins to improve.

Despite this, traditional media revenues will fall by 4.3%, while out-of-home, transport and the web will see returns slide by a further 3.7% on an annual basis.

NARI partnered with the Japan Center for Economic Research to produce its forecast, which is based on figures from the country's government as well as data from a range of industry bodies.

To view its full analysis of the prospects for the Japanese advertising market, please click here.

Data sourced from NARI; additional content by Warc staff