Japan Continues Ad Recovery, Posts First Annual Gain In 5 Years
by Joe Mandese,
Feb 21, 2013, 8:10 AM
Japan, the world’s seventh-largest national advertising economy, continued its recovery in 2012, expanding ad expenditures 3.2% over 2011 and posting its first annual increase in five
years, according to estimates released early this morning by Tokyo-based agency and media holding company Dentsu.
It was the nation’s best annual results since a
series of macro (the global economic recession) and micro (Japan’s devastating earthquake, tsunami and nuclear power plant breach) threw the island nation into a protracted advertising
recession.
Dentsu estimated that satellite media was the fastest-growing sector, rising 13.7%, followed by the Internet (+7.7%), newspapers (+4.2%) TV (+3.0%) and
magazines (+0.4%). Overall, ad spending in “traditional media” rose 2.9%, and radio (-0.1%) was the only area to decline.
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