Earlier this year, Dentsu published its annual facts and figures on advertising spending in Japan. It's probably no surprise to anyone that the spend on Internet advertising grew at a much faster pace than that of any other medium. As the graph shows, the media spend on Internet ads grew 24% from 2006 to 2007, and for the first time, exceeded expenditures on magazine advertising.
As for other media, here's a quick rundown of how spending fell/rose for each:
TV: - .9%
Newspapers: - 5.2%
Magazines: - 4%
Radio: - 4.2%
Billboards/outdoor: +2.4%
Train/bus ads: +2%
Inserts: - 1.7%
Direct mail: +3.1%
Free newspapers/magazines: +9.7%
Phone directories: - 12.1%
Internet: +24.4%
Despite these developments, it will likely be some time before Internet ads dominate overall spending. In 2007, Internet advertising accounted for 8.6% of total ad/promotion costs, compared with 28.5% for TV commercials and 13.5% for newspaper ads.
