TV ad expenses in Japan 2012-2019

The television advertising expenditure in Japan amounted to about 1.86 trillion Japanese yen in 2019. After reaching a peak of around 1.97 trillion yen in 2016, expenditure decreased for the third year in a row.

Composition of television advertising

Television advertising can be divided into terrestrial and satellite television advertising. In the case of Japan, terrestrial television advertising expenditure accounted for the lion’s share of about 1.73 billion Japanese yen in 2019. A look at the distribution of terrestrial television advertising by industry shows that the three industries with the largest shares during that year were information and communications, cosmetics and toiletries, as well as foodstuffs.

The rise of internet advertising

While television was the leading advertising medium in Japan in recent decades, internet advertising overtook television for the first time in 2019. Internet advertising expenditures in the country increased significantly in the last decade, with performance-based advertising being a particular growth motor. Together with the increase in event-based advertising, these developments were able to offset the decline observed in print media.