Advertising expenditures by media in Japan 2017
Source: Dentsu
Advertising expenditures by media in Japan 2017
| Media | Ad expenditures
(billion Yen) |
YoY(%) | % by Media | ||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| 2015 | 2016 | 2017 | 2016 | 2017 | 2015 | 2016 | 2017 | ||||
| Total | 6,171 | 6,288 | 6,390 | 101.9 | 101.6 | 100.0 | 100.0 | 100.0 | |||
|
2,869 | 2,859 | 2,793 | 99.6 | 97.7 | 46.5 | 45.5 | 43.7 | |||
| News paper | 567 | 543 | 514 | 95.6 | 94.8 | 9.2 | 8.6 | 8.1 | |||
| Magazine | 244 | 222 | 202 | 91.0 | 91.0 | 4.0 | 3.5 | 3.2 | |||
| Radio | 125 | 128 | 129 | 102.5 | 100.4 | 2.0 | 2.1 | 2.0 | |||
| TV | 1,932 | 1,965 | 1,947 | 101.7 | 99.1 | 31.3 | 31.3 | 30.4 | |||
|
broadcast television
|
1,808 | 1,837 | 1,817 | 101.6 | 98.9 | 29.3 | 29.2 | 28.4 | |||
|
satellite television
|
123 | 128 | 130 | 103.9 | 101.3 | 2.0 | 2.1 | 2.0 | |||
| Internet Ad | 1,159 | 1,310 | 1,509 | 113.0 | 115.2 | 18.8 | 20.8 | 23.6 | |||
| (Media) | 919 | 1,037 | 1,220 | 112.9 | 117.6 | 14.9 | 16.5 | 19.1 | |||
| (Creative) | 240 | 272 | 288 | 113.4 | 106.1 | 3.9 | 4.3 | 4.5 | |||
Promotional media
|
2,141 | 2,118 | 2,087 | 98.9 | 98.5 | 34.7 | 33.7 | 32.7 | |||
|
Outdoor board
|
318 | 319 | 320 | 100.2 | 100.4 | 5.2 | 5.1 | 5.0 | |||
|
transportation ad
|
204 | 200 | 200 | 98.0 | 100.0 | 3.3 | 3.2 | 3.1 | |||
|
flyer in newspaper
|
468 | 445 | 417 | 94.9 | 93.7 | 7.6 | 7.1 | 6.5 | |||
| DM | 382 | 380 | 370 | 99.3 | 97.3 | 6.2 | 6.0 | 5.8 | |||
|
Freesheet, Free magazine
|
230 | 226 | 213 | 98.4 | 94.2 | 3.7 | 3.6 | 3.4 | |||
| POP | 197 | 195 | 197 | 99.0 | 101.2 | 3.2 | 3.1 | 3.1 | |||
|
telephone directory
|
33 | 32 | 29 | 95.8 | 91.9 | 0.5 | 0.5 | 0.5 | |||
Exhibition, Others
|
306 | 319 | 338 | 104.3 | 106.1 | 5.0 | 5.1 | 5.3 | |||