TOKYO--Dentsu recorded its first year-on-year monthly sales drop in over twoyears in November, prompting industry fears that the advertising recovery mayhave hit its ceiling. Dentsu's November sales of $1bn--lower than thosereported in November 1995--represent the first year-on-year dip since August1994, according to the agency. And this news follows lower sales in Octoberfor Asatsu than for the same period in the previous year.
Dentsu says TV spend during November was robust--up by 7.6%--mainly becauseof aggressive advertising by car and cellular phone companies, but salespromotion by retailers and leaflet advertising was down by two percentagepoints.
Copyright December 1996, Crain Communications Inc.