×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Japan ad spending slipped 5.9% in '02

By Published on .

[tokyo] Dentsu estimates total advertising expenditure in major media in Japan, the world's second-biggest ad market, fell 5.9% in 2002, the second consecutive annual decline, and will grow just 0.4% in 2003. Total ad spending last rose in 2000, following three years of decline, only to begin shrinking again in the second half of 2001. Dentsu blames a further downturn in the Japanese economy, with concern about unemployment, deflation and plummeting stock prices. TV spending fell 6.4% year-on-year, while newspaper advertising dropped 11% in 2002. The fall was biggest in the information technology and communications category (19.2%) and beverages and cigarettes (13.8%), according to Dentsu.
In this article:
Most Popular