TOKYO: Advertising expenditure rose for the first time in five years in Japan during 2012, increasing by more than 3% on an annual basis.

The annual report of advertising expenditures from Dentsu, the Japanese advertising agency, show a 3.2% increase over the year to reach a total of ¥5,891.3bn (US$63bn), as reported in Campaign Asia-Pacific.

Television and newspapers led the way in traditional media, registering growth of 3% and 4.2% respectively. Magazines were up 0.4% but radio declined 0.1%.

Internet advertising also saw strong growth at 7.7%, while the sharpest rise was in satellite media-related spending, up 13.7%, helped by placements related to the London 2012 Olympic Games.

Growth in promotional media was more subdued at 1.4%, although the outdoor and transit sectors saw respective increases of 3.8% and 3.9%.

In terms of the 21 industry categories covered by the data for traditional media, expenditures grew in 16 and fell in five.

Automobiles and information/communications both saw double-digit growth, of 26.9% and 10.5% respectively. In the former this was because of increased placements for small cars, while the latter was a result of spending on smartphone services and satellite broadcasting.

Beverages/cigarettes managed a 7% rise, thanks to the performance of beauty and energy drinks, lactic acid drinks and carbonated beverages.

The most significant decline came in the government/organisations sector: a massive 69.4% fall was a consequence of the end to the earlier huge increase in public service ad placements by advertising organisations in 2011 following the 2010 earthquake and tsunami.

The classified ads sector also posted a significant decline, at -19.8%. Other sector declines were more modest, with energy/materials/machinery down 3.7%, hobbies/sporting goods down 1.9% and home electric appliances/AV equipment down 0.7 per cent.

Data sourced from Campaign Asia-Pacific/4-Traders; additional content by Warc staff