TOKYO: Earlier this year when Dentsu published its annual analysis of adspend in Japan, few were surprised to learn that internet advertising expenditure grew at a faster pace than any other medium. 

Online adspend grew 24% from 2006 to 2007, and for the first time, exceeded expenditures on magazine advertising. As for other media, here's a resume of how spending declined or increased:

  • TV: - 0.9%
  • Newspapers: - 5.2%
  • Magazines: - 4%
  • Radio: - 4.2%
  • Billboards/outdoor: +2.4%
  • Train/bus ads: +2%
  • Inserts: - 1.7%
  • Direct mail: +3.1%
  • Free newspapers/magazines: +9.7%
  • Phone directories: - 12.1%
  • Internet: +24.4%
But despite the rise and rise of online advertising, it will clearly be some while before internet ads dominate overall spending.

In 2007, online media buys accounted for just 6.5% of total ad/promotion costs, whereas TV commercials grabbed 28.5% and newspaper ads 13.5%.

Data sourced from Japan Marketing; additional content by WARC staff