Japanese adspend rises

Advertising expenditure rose for the first time in five years in Japan during 2012, increasing by more than 3% on an annual basis.

The annual report of advertising expenditures from Dentsu, the Japanese advertising agency, show a 3.2% increase over the year to reach a total of ¥5,891.3bn (US$63bn), as reported in Campaign Asia-Pacific.

Television and newspapers led the way in traditional media, registering growth of 3% and 4.2% respectively. Magazines were up 0.4% but radio declined 0.1%.

Internet advertising also saw strong growth at 7.7%, while the sharpest rise was in satellite media-related spending, up 13.7%, helped by placements related to the London 2012 Olympic Games.

Growth in promotional media was more subdued at 1.4%, although the outdoor and transit sectors saw respective increases of 3.8% and 3.9%.

In terms of the 21 industry categories covered by the data for traditional media, expenditures grew in 16 and fell in five.