|
|
1-2. Advertising Expenditures, by Medium
|
|
|
|
|
|
|
|
|
Advertising Expenditure
(hundred-million yen) |
|
Comparison
Ratio (%) |
|
Comparison
Ratio (%) |
|
|
|
|
|
|
|
|
|
|
| 2006 |
|
2007 |
|
2008 |
|
2007 |
|
2008 |
|
2006 |
|
2007 |
|
2008 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Total Advertising Expenditures |
|
69,399 |
|
70,191 |
|
66,926 |
|
101.1 |
|
95.3 |
|
100.0 |
|
100.0 |
|
100.0 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Traditional Media |
|
36,668 |
|
35,699 |
|
32,995 |
|
97.4 |
|
92.4 |
|
52.9 |
|
50.9 |
|
49.3 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Magazines |
|
4,777 |
|
4,585 |
|
4,078 |
|
96.0 |
|
88.9 |
|
6.9 |
|
6.5 |
|
6.1 |
|
|
|
|
Newspapers |
|
9,986 |
|
9,462 |
|
8,276 |
|
94.8 |
|
87.5 |
|
14.4 |
|
13.5 |
|
12.4 |
|
|
|
|
Radio |
|
1,744 |
|
1,671 |
|
1,549 |
|
95.8 |
|
92.7 |
|
2.6 |
|
2.4 |
|
2.3 |
|
|
|
|
Television |
|
20,161 |
|
19,981 |
|
19,092 |
|
99.1 |
|
95.6 |
|
29.0 |
|
28.5 |
|
28.5 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Satellite Media-Related |
|
544 |
|
603 |
|
676 |
|
110.8 |
|
112.1 |
|
0.8 |
|
0.8 |
|
1.0 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Internet |
|
4,826 |
|
6,003 |
|
6,983 |
|
124.4 |
|
116.3 |
|
6.9 |
|
8.6 |
|
10.4 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Advertising placement |
|
3,630 |
|
4,591 |
|
5,373 |
|
126.5 |
|
117.0 |
|
5.2 |
|
6.5 |
|
8.0 |
|
|
|
|
Advertising production |
|
1,196 |
|
1,412 |
|
1,610 |
|
118.1 |
|
114.0 |
|
1.7 |
|
2.0 |
|
2.4 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Promotional Media |
|
27,361 |
|
27,886 |
|
26,272 |
|
101.9 |
|
94.2 |
|
39.4 |
|
39.7 |
|
39.3 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Outdoor |
|
3,946 |
|
4,041 |
|
3,709 |
|
102.4 |
|
91.8 |
|
5.7 |
|
5.8 |
|
5.6 |
|
|
|
|
Transit |
|
2,539 |
|
2,591 |
|
2,495 |
|
102.0 |
|
96.3 |
|
3.7 |
|
3.7 |
|
3.7 |
|
|
|
|
Flyers |
|
6,662 |
|
6,549 |
|
6,156 |
|
98.3 |
|
94.0 |
|
9.6 |
|
9.3 |
|
9.2 |
|
|
|
|
Direct Mail |
|
4,402 |
|
4,537 |
|
4,427 |
|
103.1 |
|
97.6 |
|
6.3 |
|
6.5 |
|
6.6 |
|
|
|
|
Free Newspapers / Free Magazines |
|
3,357 |
|
3,684 |
|
3,545 |
|
109.7 |
|
96.2 |
|
4.8 |
|
5.2 |
|
5.3 |
|
|
|
|
POP |
|
1,845 |
|
1,886 |
|
1,852 |
|
102.2 |
|
98.2 |
|
2.6 |
|
2.7 |
|
2.8 |
|
|
|
|
Telephone Directories |
|
1,154 |
|
1,014 |
|
892 |
|
87.9 |
|
88.0 |
|
1.7 |
|
1.4 |
|
1.3 |
|
|
|
|
Exhibitions / Screen Displays |
|
3,456 |
|
3,584 |
|
3,196 |
|
103.7 |
|
89.2 |
|
5.0 |
|
5.1 |
|
4.8 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
(Note) In 2007, the estimated range of the "Japan Advertising Expenditures" was revised retroactively to 2005.
|
|
|
|
|
|
|
|
Advertising Expenditures |
|
Expenditures for advertising in one year (January-December) in Japan. |
|
|
|
|
|
|
|
Traditional Media |
|
Expenditures for advertising for 4 media: newspapers and magazines, and on radio and TV. |
|
|
|
|
|
|
|
|
|
|
|
Magazines |
|
Ad fees and ad production costs for weekly and monthly
magazines and technical journals |
|
|
|
|
Newspapers |
|
Ad fees and ad production costs for dailies and trade journals |
|
|
|
|
Radio |
|
Commercial broadcasting fees, program production costs, and radio
CM production costs
[Note: not including business expenses] |
|
|
|
|
Television |
|
Commercial broadcasting fees, program production costs, and
TV CM production costs
[Note: not including business expenses] |
|
|
|
|
|
|
|
|
|
|
|
Expenditures expended for advertising on Satellite TV, CATV and text broadcasting (Costs for media and production) |
|
|
|
|
|
|
|
Internet |
|
Ad fees for internet websites (including mobile phone websites) and ad production costs (for banner ads as well as goods/service campaigns within company homepage) |
|
|
|
|
|
|
|
|
|
Promotional Media |
|
Expenditures for advertising for sales promotion-related media below |
|
|
|
|
|
|
|
|
|
|
|
Outdoor |
|
Ad production costs and ad fees for billboards,neon signs and
other outdoor ads |
|
|
|
|
Transit |
|
Fees for ads on transportation media |
|
|
|
|
Flyers |
|
Fees for placing newspaper inserts |
|
|
|
|
Direct Mail |
|
Postage and delivery fees for direct mail |
|
|
|
|
Free Newspapers / Free Magazines |
|
Ad fees for free newspapers and free magazines |
|
|
|
|
POP |
|
Ad production costs for POP (Point-of-purchase displays) |
|
|
|
|
Telephone Directories |
|
Fees for telephone book ads |
|
|
|
|
Exhibitions / Screen Displays |
|
Ad production costs for trade fairs, exhibitions and PR events,
production costs and screening fees for ad movies and videos |
|
|
|
|
|
|
|
|
|
| (Figures are from the "Japan Advertising Expenditures 2008" issued by Dentsu, Inc.) |
|
|
|
