Click here to close now.


Microservices Expo Authors: Victoria Livschitz, Pat Romanski, Liz McMillan, Pete Waterhouse, Elizabeth White

News Feed Item

Dentsu: Advertising Expenditures in Japan Totaled 5,891.3 Billion Yen in 2012, Up 3.2% from 2011

Dentsu Inc. (TOKYO:4324)(ISIN:JP3551520004)(President & CEO: Tadashi Ishii; Head Office: Tokyo; Capital: 58,967.1 million yen) released today its annual report of advertising expenditures in Japan for the 2012 calendar year, including an estimated breakdown by medium and industry.

According to this report, Japan's advertising expenditures in 2012 totaled 5,891.3 billion yen, an increase of 3.2% over the previous year. Overall spending on advertising began to fall in 2008 (down 4.7%) as a result of the simultaneous global recession precipitated by the financial crisis in the United States. Yearly spending continued to decline in 2009 (down 11.5%), 2010 (down 1.3%), and 2011 (down 2.3%), but bounced back in 2012 (up 3.2%), benefiting from a resumption in spending that had been delayed or postponed after the Great East Japan Earthquake and Tsunami. Japan's advertising expenditures increased in 2012 for the first time in five years.

Overview of Advertising Expenditures during 2012

  1. Ad placements recovered strongly during the second half of 2011 on reconstruction-related demand after the Great East Japan Earthquake and Tsunami, and this trend carried over through the first half of 2012. After the London 2012 Olympic Games, however, a slowdown in the overall economy depressed advertising expenditures. This was caused by a number of factors, including a fall in consumer spending after the discontinuance of the tax reduction and subsidy program for eco-car purchases, the high value of the yen, economic stagnation in Europe, and a decline in exports. Nevertheless, for the year as a whole advertising expenditures totaled 5,891.3 billion yen, a gain of 3.2% from the previous year; this was the first annual increase in five years. A strong recovery in ad placements pushed spending in the traditional media to 2,779.6 billion yen, exceeding the level achieved in 2010 before the Great East Japan Earthquake and Tsunami.
  2. Broken down by medium, expenditures were higher in Television (up 3.0%), Newspapers (up 4.2%), and Magazines (up 0.4%), and held steady in Radio (down 0.1%). Overall spending in the traditional media was up 2.9%. Advertising in Promotional Media also grew (up 1.4%). Satellite Media-Related spending posted double-digit growth (up 13.7%) for a third straight year, boosted by placements related to the London 2012 Olympic Games. Internet advertising again posted solid gains (up 7.7%).
  3. By industry category (for the traditional media), expenditures grew in 16 of the 21 industry categories, including Automobiles/Related Products (up 26.9% on increased placements for K-cars [engine displacement up to 660cc] and 2-box vehicles), Information/Communications (up 10.5% on expenditures related to smartphone services, satellite broadcasting, and web content advertising), and Beverages/Cigarettes (up 7.0 % on expenditures related to beauty and energy drinks, lactic acid drinks, and carbonated beverages). In contrast, expenditures fell in 5 of the 21 industry categories, including Government/Organizations, where spending fell dramatically (down 69.4%) compared with 2011, which had seen a massive increase in public service placements by advertising organizations after the Great East Japan Earthquake and Tsunami; and Classified Ads/Others (down 19.8% on declines in placements by corporate groups as well as the movie and theater industry).

• Outline of Advertising Expenditures by Medium
Advertising expenditures in the traditional media grew 2.9% compared with the previous year, reaching a total of 2,779.6 billion yen. Spending rose not only in Television (up 3.0%), but also in Newspapers and Magazines. Promotional Media advertising also posted gains (up 1.4%). Satellite Media-Related advertising expenditures were up 13.7%, boosted by demand related to the London 2012 Olympic Games. Internet advertising showed solid gains, up 7.7% year on year.

• Quarterly Breakdown of Growth in Advertising Expenditures in the Traditional Media in 2012
A quarterly breakdown of advertising expenditures for the traditional media in the 2012 calendar year showed that spending rose steadily during the first half of the year, but fell below previous-year levels during the last six months as the overall economy weakened.


(Year-on-year, %)






Expenditures in the
Traditional Media

  102.9   107.8   98.3   105.2   110.6   98.8   97.8

• Outline of Advertising Expenditures by Industry (21 Categories, Traditional Media Only)
Advertising expenditures increased in 16 of the 21 industry categories surveyed during 2012, and declined in 5 categories.

Two industry categories posted double-digit gains: Automobiles/Related Products (up 26.9%) on increased placements for K-cars and 2-box vehicles, and Information/Communications (up 10.5%) on expenditures related to smartphone services, satellite broadcasting, and web content advertising. Expenditures also rose in Precision Instruments/Office Supplies (up 9.7%), aided by growth in placements for digital SLR cameras and wristwatches; Distribution/Retailing (up 8.6%), which saw stronger demand for general merchandise store and direct marketing advertising; Transportation/Leisure (up 8.2%) on a recovery in outlays by travel agencies, hotels and inns; Apparel/Fashion, Accessories/Personal Items (up 7.6%), due to increased spending on ads for women's clothing and shoes; Beverages/Cigarettes (up 7.0%) on expenditures related to beauty and energy drinks, lactic acid drinks, and carbonated beverages; Foodstuffs (up 6.4%), led by health foods and beauty-related food products; Food Services/Other Services (up 4.4%), which saw increased placements for ladies' wigs and aesthetic salons; Real Estate/Housing Facilities (up 4.1%) on an upsurge in demand for household fixtures and condominium advertising; Cosmetics/Toiletries (up 4.0%), boosted by growth in ads for skin toners and emulsions; Pharmaceuticals/Medical Supplies (up 3.4%), helped by a rise in corporate advertising by pharmaceutical companies, and in placements related to eyeglasses; Education/Medical Services/Religion (up 3.2%), which recorded increased spending on ads for English conversation and language schools, preparatory and tutoring schools, and correspondence education; Publications (up 3.0%) on higher placements for hardcover books, corporate advertising by publishers, and ads for hobby-related magazines; Finance/Insurance (up 2.7%) on the strength of corporate advertising by insurance companies, and ads for credit card loans; and Household Products (up 1.2%), led by placements for furniture and kitchen accessories.

Advertising expenditures fell in five industry categories, most notably in Government/Organizations (down 69.4%). This category saw a massive increase in public service ad placements by advertising organizations in 2011 after the Great East Japan Earthquake and Tsunami, but spending dropped back significantly in 2012; Classified Ads/Others (down 19.8%) on declines in placements by corporate groups as well as the movie and theater industry; Energy/Materials/Machinery (down 3.7%) on cutbacks by electric power and gas companies; Hobbies/Sporting Goods (down 1.9%), hurt by weakness in the areas of video software, pachinko machines and "pachi-slo" slot machines, and game software; and Home Electric Appliances/AV Equipment (down 0.7%), which saw a fall in demand for placements related to LCD televisions and Blu-ray disc recorders.

The full text of 2012 Advertising Expenditures in Japan is currently being compiled and will be available on Dentsu's website at the end of March 2013. For reference, please refer to the tables on the following pages.



Japan's GDP and Advertising Expenditures (2008−2012)

Year   Gross Domestic Product (B)   Advertising Expenditures (A)  

A / B

(¥ billion)


to Previous
Year (%)

(¥ billion)


to Previous
Year (%)

2008 501,209.3 97.7 6,692.6 95.3 1.34
2009 471,138.7 94.0 5,922.2 88.5 1.26
2010 482,384.4 102.4 5,842.7 98.7 1.21
2011 470,623.2 97.6 5,709.6 97.7 1.21
2012   475,729.0   101.1   5,891.3   103.2  


The above figures for GDP are those released in the Cabinet Office's 'Annual Report on National Accounts' and 'GDP Estimates'.
All the above figures are for the calendar year.



Advertising Expenditures by Medium (2010−2012)


Advertising Expenditures
(¥ billion)


YoY Comparison
Ratio (%)


Component Ratio

2010   2011   2012 2011   2012 2010   2011   2012
Traditional Media
Newspapers 639.6 599.0 624.2 93.7 104.2 11.0 10.5 10.6
Magazines 273.3 254.2 255.1 93.0 100.4 4.7 4.4 4.3
Radio 129.9 124.7 124.6 96.0 99.9 2.2 2.2 2.1
Television 1,732.1   1,723.7   1,775.7 99.5   103.0 29.6   30.2   30.2


2,774.9   2,701.6   2,779.6 97.4   102.9 47.5   47.3   47.2
Satellite Media-Related 78.4   89.1   101.3 113.6   113.7 1.3   1.6   1.7
(Advertising placement) 607.7 618.9 662.9 101.8 107.1 10.4 10.8 11.2
(Advertising production) 167.0   187.3   205.1 112.2   109.5 2.9   3.3   3.5
Subtotal 774.7   806.2   868.0 104.1   107.7 13.3   14.1   14.7
Promotional Media
Outdoor 309.5 288.5 299.5 93.2 103.8 5.3 5.1 5.1
Transit 192.2 190.0 197.5 98.9 103.9 3.3 3.3 3.4
Flyers 527.9 506.1 516.5 95.9 102.1 9.0 8.9 8.8
Direct Mail 407.5 391.0 396.0 96.0 101.3 7.0 6.8 6.7
Free Newspapers /

Free Magazines









POP 184.0 183.2 184.2 99.6 100.5 3.2 3.2 3.1
Telephone Directories 66.2 58.3 51.4 88.1 88.2 1.1 1.0 0.9
Exhibitions /

Screen Displays














Subtotal 2,214.7   2,112.7   2,142.4 95.4   101.4 37.9   37.0   36.4
Total   5,842.7   5,709.6   5,891.3   97.7   103.2   100.0   100.0   100.0


Advertising Expenditures by Industry in the Traditional Media


(Unit: ¥10 million)







  Radio   Television  


Industry 2011   2012  






2011   2012  






2011   2012  


Energy / Materials /

551 640 116.2





283 117.4 1,766 1,575 89.2 2,724 2,624 96.3


5,222 5,561 106.5 1,421 1,553 109.3 1,154 1,163 100.8 18,822 20,052 106.5 26,619 28,329 106.4

Beverages /

2,019 2,344 116.1 1,212 1,386 114.4 577 532 92.2 15,813 16,725 105.8 19,621 20,987 107.0

Pharmaceuticals /
Medical Supplies




708 836 118.1 993 1,039 104.6 10,891 11,272 103.5 14,354 14,847 103.4

Cosmetics /

2,726 3,130 114.8 3,350 3,353 100.1 467 411 88.0 21,144 21,889 103.5 27,687 28,783 104.0

Apparel / Fashion,
Accessories /
Personal Items

1,641 1,675 102.1 6,200 6,483 104.6 68 66 97.1 2,909 3,421 117.6 10,818 11,645 107.6

Instruments /
Office Supplies

479 530 110.6 828 914 110.4 35 52 148.6 1,288 1,390 107.9 2,630 2,886 109.7

Home Electric
Appliances /
AV Equipment

747 687 92.0 758 646 85.2 176 163 92.6 3,768 3,916 103.9 5,449 5,412 99.3

Automobiles /
Related Products


1,444 102.9 831 866 104.2 777 852 109.7 9,970 13,311 133.5 12,981 16,473 126.9

Household Products

1,017 1,149 113.0 467 471 100.9 174 183 105.2 4,763 4,693 98.5 6,421 6,496 101.2

Hobbies /
Sporting Goods

1,295 1,279 98.8 1,455 1,486 102.1 306 314 102.6 8,005 7,774 97.1 11,061 10,853 98.1

Real Estate /
Housing Facilities

2,853 2,917 102.2 826 749 90.7 446 502 112.6 6,320 6,701 106.0 10,445 10,869 104.1


5,696 5,702 100.1 306 297 97.1 670 606 90.4 2,277 2,611 114.7 8,949 9,216 103.0

Information /

3,831 3,903 101.9 1,584 1,346 85.0 782 847 108.3 16,003 18,429 115.2 22,200 24,525 110.5

Distribution /

6,943 7,563 108.9 1,044 996 95.4 816 876 107.4 9,891 10,862 109.8 18,694 20,297 108.6

Finance / Insurance

2,310 2,105 91.1 754 600 79.6 946 937 99.0 10,111 10,857 107.4 14,121 14,499 102.7

Transportation /

9,678 10,219


1,524 1,491 97.8 953 1,023 107.3 7,372 8,390 113.8 19,527 21,123 108.2

Food Services /
Other Services


1,942 97.7 679 625 92.0 1,178 1,261 107.0 8,511 9,068 106.5 12,356 12,896 104.4

Government /

1,265 1,450 114.6 209 212 101.4 1,204 882 73.3 8,195 783 9.6 10,873 3,327 30.6

Education / Medical
Services / Religion

2,785 2,891 103.8 1,048 1,022


479 445 92.9 3,267 3,465 106.1 7,579 7,823 103.2

Classified Ads /









































Total   59,900   62,420   104.2   25,420   25,510   100.4   12,470   12,460   99.9   172,370   177,570   103.0   270,160   277,960   102.9


Sources of Media Expenditures


Traditional Media: Advertising expenditures spent in the traditional media of newspapers, magazines, radio and television.

Newspapers: Advertising rates of national daily and trade newspapers, and advertising production costs.

Magazines: Advertising rates of national monthly, weekly and specialized magazines, and advertising production costs.

Radio: Time rates and production costs of private broadcasting stations nationwide and commercial production costs (but not including event-related costs).

Television: Time rates and production costs of private broadcasting stations nationwide and commercial production costs (but not including event-related costs).


Satellite Media-Related: Advertising expenditures for satellite broadcasts, CATV and teletext (placement and production costs).


Internet: Placement and production costs for Internet site and mobile in-app advertising (includes production costs for banner ads as well as website set-up costs related to products, services and ad campaigns).


Promotional Media: Advertising expenditures for sales promotion-related media.

Outdoor: Production and placement costs for billboards, neon signs, outdoor video screens, etc.

Transit: Placement costs for transit advertisements.

Flyers: Insertion costs for flyers in newspapers nationwide.

Direct Mail: Postage and private delivery costs spent on direct mail.

Free Newspapers/Free Magazines: Advertising costs in free newspapers and magazines.

POP: Production costs for point-of-purchase (POP) displays.

Telephone Directories: Placement costs for advertisements in telephone directories.

Exhibitions/Screen Displays: Production costs for exhibitions, expositions and PR centers; production and screening costs for promotional films and videos, etc.


About Dentsu Inc.
Founded in 1901, Dentsu Inc. has held the position of the world's largest single-brand agency for 40 years. Through its unique "Integrated Communication Design" approach, Dentsu offers multinational clients the most comprehensive range of advertising and marketing services in the industry. While continuing to pursue innovation in the digital arena, Dentsu is active in the production and marketing of sports, movies, anime and other entertainment content on a global scale. The Dentsu Group has more than 6,000 clients and around 22,000 employees worldwide.
Dentsu News:
Dentsu Inc.:

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

@MicroservicesExpo Stories
DevOps Summit at Cloud Expo 2014 Silicon Valley was a terrific event for us. The Qubell booth was crowded on all three days. We ran demos every 30 minutes with folks lining up to get a seat and usually standing around. It was great to meet and talk to over 500 people! My keynote was well received and so was Stan's joint presentation with RingCentral on Devops for BigData. I also participated in two Power Panels – ‘Women in Technology’ and ‘Why DevOps Is Even More Important than You Think,’ both ...
Clearly the way forward is to move to cloud be it bare metal, VMs or containers. One aspect of the current public clouds that is slowing this cloud migration is cloud lock-in. Every cloud vendor is trying to make it very difficult to move out once a customer has chosen their cloud. In his session at 17th Cloud Expo, Naveen Nimmu, CEO of Clouber, Inc., will advocate that making the inter-cloud migration as simple as changing airlines would help the entire industry to quickly adopt the cloud wit...
“All our customers are looking at the cloud ecosystem as an important part of their overall product strategy. Some see it evolve as a multi-cloud / hybrid cloud strategy, while others are embracing all forms of cloud offerings like PaaS, IaaS and SaaS in their solutions,” noted Suhas Joshi, Vice President – Technology, at Harbinger Group, in this exclusive Q&A with Cloud Expo Conference Chair Roger Strukhoff.
Docker is hot. However, as Docker container use spreads into more mature production pipelines, there can be issues about control of Docker images to ensure they are production-ready. Is a promotion-based model appropriate to control and track the flow of Docker images from development to production? In his session at DevOps Summit, Fred Simon, Co-founder and Chief Architect of JFrog, will demonstrate how to implement a promotion model for Docker images using a binary repository, and then show h...
Jack Welch, the former CEO of GE once said - “If the rate of change on the outside is happening faster than the rate of change on the inside, the end is in sight.” This rings truer than ever – especially because business success is inextricably associated with those organizations who’ve got really good at delivering high-quality software innovations – innovations that disrupt existing markets and carve out new ones. Like the businesses they’ve helped digitally transform, DevOps teams and Conti...
Culture is the most important ingredient of DevOps. The challenge for most organizations is defining and communicating a vision of beneficial DevOps culture for their organizations, and then facilitating the changes needed to achieve that. Often this comes down to an ability to provide true leadership. As a CIO, are your direct reports IT managers or are they IT leaders? The hard truth is that many IT managers have risen through the ranks based on their technical skills, not their leadership ab...
This week, the team assembled in NYC for @Cloud Expo 2015 and @ThingsExpo 2015. For the past four years, this has been a must-attend event for MetraTech. We were happy to once again join industry visionaries, colleagues, customers and even competitors to share and explore the ways in which the Internet of Things (IoT) will impact our industry. Over the course of the show, we discussed the types of challenges we will collectively need to solve to capitalize on the opportunity IoT presents.
Apps and devices shouldn't stop working when there's limited or no network connectivity. Learn how to bring data stored in a cloud database to the edge of the network (and back again) whenever an Internet connection is available. In his session at 17th Cloud Expo, Bradley Holt, Developer Advocate at IBM Cloud Data Services, will demonstrate techniques for replicating cloud databases with devices in order to build offline-first mobile or Internet of Things (IoT) apps that can provide a better, ...
SYS-CON Events announced today that Alert Logic, the leading provider of Security-as-a-Service solutions for the cloud, has been named “Bronze Sponsor” of SYS-CON's 17th International Cloud Expo® and DevOps Summit 2015 Silicon Valley, which will take place November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Alert Logic provides Security-as-a-Service for on-premises, cloud, and hybrid IT infrastructures, delivering deep security insight and continuous protection for cust...
Application availability is not just the measure of “being up”. Many apps can claim that status. Technically they are running and responding to requests, but at a rate which users would certainly interpret as being down. That’s because excessive load times can (and will be) interpreted as “not available.” That’s why it’s important to view ensuring application availability as requiring attention to all its composite parts: scalability, performance, and security.
SYS-CON Events announced today that HPM Networks will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. For 20 years, HPM Networks has been integrating technology solutions that solve complex business challenges. HPM Networks has designed solutions for both SMB and enterprise customers throughout the San Francisco Bay Area.
All we need to do is have our teams self-organize, and behold! Emergent design and/or architecture springs up out of the nothingness! If only it were that easy, right? I follow in the footsteps of so many people who have long wondered at the meanings of such simple words, as though they were dogma from on high. Emerge? Self-organizing? Profound, to be sure. But what do we really make of this sentence?
DevOps is speeding towards the IT world like a freight train and the hype around it is deafening. There is no reason to be afraid of this change as it is the natural reaction to the agile movement that revolutionized development just a few years ago. By definition, DevOps is the natural alignment of IT performance to business profitability. The relevance of this has yet to be quantified but it has been suggested that the route to the CEO’s chair will come from the IT leaders that successfully ma...
Somebody call the buzzword police: we have a serious case of microservices-washing in progress. The term “microservices-washing” is derived from “whitewashing,” meaning to hide some inconvenient truth with bluster and nonsense. We saw plenty of cloudwashing a few years ago, as vendors and enterprises alike pretended what they were doing was cloud, even though it wasn’t. Today, the hype around microservices has led to the same kind of obfuscation, as vendors and enterprise technologists alike ar...
I’ve been thinking a bit about microservices (μServices) recently. My immediate reaction is to think: “Isn’t this just yet another new term for the same stuff, Web Services->SOA->APIs->Microservices?” Followed shortly by the thought, “well yes it is, but there are some important differences/distinguishing factors.” Microservices is an evolutionary paradigm born out of the need for simplicity (i.e., get away from the ESB) and alignment with agile (think DevOps) and scalable (think Containerizati...
The cloud has reached mainstream IT. Those 18.7 million data centers out there (server closets to corporate data centers to colocation deployments) are moving to the cloud. In his session at 17th Cloud Expo, Achim Weiss, CEO & co-founder of ProfitBricks, will share how two companies – one in the U.S. and one in Germany – are achieving their goals with cloud infrastructure. More than a case study, he will share the details of how they prioritized their cloud computing infrastructure deployments ...
Mobile has become standard in the enterprise with smartphones and tablets common in the workplace. Anywhere, anytime access to company systems is expected and systems must work flawlessly on these devices! This demand is requiring that corporate IT departments figure out the best mobile strategy to follow. This eBook looks at how to kick start your mobile application strategy.
Even though you are running an agile development process, that doesn’t necessarily mean that your performance testing is being conducted in a truly agile way. Saving performance testing for a “final sprint” before release still treats it like a waterfall development step, with all the cost and risk that comes with that. In this post, we will show you how to make load testing happen early and often by putting SLAs on the agile task board.
Today, we are in the middle of a paradigm shift as we move from managing applications on VMs and containers to embracing everything that the cloud and XaaS (Everything as a Service) has to offer. In his session at 17th Cloud Expo, Kevin Hoffman, Advisory Solutions Architect at Pivotal Cloud Foundry, will provide an overview of 12-factor apps and migrating enterprise apps to the cloud. Kevin Hoffman is an Advisory Solutions Architect for Pivotal Cloud Foundry, and has spent the past 20 years b...
Go ahead. Name a cloud environment that doesn't include load balancing as the key enabler of elastic scalability. I've got coffee... so it's good, take your time... Exactly. Load balancing - whether implemented as traditional high availability pairs or clustering - provides the means by which applications (and infrastructure, in many cases) scale horizontally. It is load balancing that is at the heart of elastic scalability models, and that provides a means to ensure availability and even imp...