Japan’s Adspend Nearly 6% Down in 2002

19 February 2003

The chill enveloping Japan’s advertising economy, the world’s second largest, cooled again in 2002 according to the annual survey by Nippon advertising giant Dentsu. This despite a temporary first-half boost from the Winter Olympics in Salt Lake City and the soccer World Cup.

Across the board, the nation’s adspend fell by 5.9% to ¥5,703.2 billion ($47.88bn; €44.73bn; £30.02bn), 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 categories took a dive, 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 prospered. Information and communications nosedived by 19.2%, and cigarettes and beverages declined 13.8%.

Data sourced from: Dentsu website; additional content by WARC staff