Despite a declining trend over the past 3 years, advertising spending in traditional media still accounts for the largest share of total ad spending in Japan, which amounted to approximately 6.4 trillion Japanese yen in 2017. Traditional mass media consist of terrestrial TV, radio, magazines and newspapers, with television making up more than 30 percent of Japan’s ad spend, showing that in the smartphone era, Japanese advertisers continue to focus on TV commercials to deliver their brand message.
According to the Japanese advertising and public relations company Dentsu Inc., the information and communications industry remains the top ad spender in traditional media in Japan, with about 288.9 billion Japanese yen. While placements for online games fell significantly, stable advertisements for web content and mobile phones, as well as increasing placements for online shops and mobile communication services were the main drivers for the industry’s high ad spend. The sector recording the largest gains since 2016, however, was real estate, primarily coming from major increases in corporate branding advertisements and campaigns for general housing, home security equipment and condominiums that provide care services for seniors.
This chart shows advertising expenses through tradtional media in Japan in 2017, by industry.
The Statista "Chart of the Day", made available
under the Creative Commons License CC BY-ND 3.0, may be used
and displayed without charge by all commercial and
non-commercial websites. Use is, however, only permitted with
proper attribution to Statista. When publishing one of these graphics,
please include a backlink to the respective infographic URL.
The Statista "Chart of the Day" currently focuses
on two sectors: "Media and Technology", updated
daily and featuring the latest statistics from the media,
internet, telecommunications and consumer electronics
industries; and "Economy and Society", which
current data from the United States and around the
world relating to economic and political issues as well as
sports and entertainment.
For individual content and infographics in your Corporate Design,
please visit our agency website
Any more questions?
Get in touch with us quickly and easily. We are happy to help!