Advertising spending drops for first time in 5 years – The Mainichi Daily News
The Mainichi Daily News reports that Ad spending in Japan has dropped for the first time in 5 years.
“Advertising spending was down 4.7 percent in 2008 from the year earlier, the first drop in five years, according to estimates released by advertising giant Dentsu.
Print media showed the biggest decrease since the figures first came out in 1947, with TV, radio, newspapers and magazines taking less than half the market share with 49.3 percent for the first time. Other media, including newspaper pullouts and billboards, also showed a decrease.”
As I’ve reported in a past blog entry, we’re seeing a drastic drop in ad spending in traditional ad channels, due mostly to the economic downturn. But what aboutonline ad spending?
“However, Internet advertising proved still healthy, taking more than a 10 percent share for the first time (10.4 percent).”
Newspapers showed the biggest drop, decreasing 12.5 percent to 827.6 billion yen. Magazine advertising spending was down 11.1 percent to 407.8 billion yen, radio down 7.3 percent to 154.9 billion yen and TV dropping 4.4 percent to 1.9 trillion yen. The ad spending cutbacks will prove to be a bonanza for many online media channels. I suspect mobile portals stand to benefit the most due partly to the pervasiveness of mobile devices in Japan and the increasing popularity of mobile based SNS.
