Dentsu, Inc. released Japanese advertising expenditure in 2007.  Total Japanese advertising expenditure in 2007 was 7,019 billion yen (101.1% vs. 2006).  Looking back, the figure grew once in 2000 for the first time in 3 years backed by information technology boom, but then kept declining for 4 years since.  In 2004, it has turned around due to the recovery in Japanese economy, the spread of digital consumer electronics and the Internet (broadband).  2005 (year-on-year or YoY 102.9%) and 2006 (YoY 101.7%) saw continuous growth and 2007 also exceeded the previous year record.

 Broken down by medium, magazine spending fell by 4% compared with the previous year.  Although ‘fashion and accessories’, a category sharing a high percentage, and other categories such as ‘energy, material and machinery’ and ‘guide, etc.’ posted year-on-year growth, the declines in a broad range of other industries suppressed the overall growth.  Newspaper (YoY 94.8%) dropped sharply together with television (YoY 99.1%), thus making all 4 media total (YoY 97.4%) fall for three consecutive years.  Other than mass media, free papers and free magazines, exhibitions and video pictures, direct mails continued to grow in promotion media-related category (YoY 101.9%) for the forth consecutive year.  With the enhancement of BS digital broadcasting, satellite media-related category (YoY 110.8%) increased continually, while Internet category (YoY 124.4%) continued to grow in the areas of search-linked advertising and mobile advertising.

 By industry in 4 mass media, 11 industries out of 21 including Government offices (due to the increase of election- and environment-related insertion), Energy/Material/Machinery (due to gas and game machines) and Precision apparatus/Office appliances (especially digital cameras) exceeded the previous year figure.  On the other hand, industries including Finance/Insurance (due to the decrease in the insertions from insurance and consumer finance companies), Automobiles/Auto-related goods and Consumer electronics/AV equipment declined.