Ad spending in Japan slipped for the second year in a row in 1999, falling 1.2% to $52.5 billion, according to a survey by Dentsu, Tokyo. Typically heavy spenders, such as autos, food and beverages, cut back as they grappled with Japan's worst recession since the end of World War II. Combined ad revenue for the four major media of newspapers, TV, magazines and radio dropped 2.2% to $34 billion. Bright spots included a 2.8% increase for direct mail, to $3 billion, and a 3.9% increase for fliers, hitting $3.9 billion. Internet ads also continued their strong growth, more than doubling to $55.6 million. The survey noted a slight uptick in the second half of the year that should translate into improved performance in 2000.
Copyright February 2000, Crain Communications Inc.