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