TOKYO--Advertising billings of Japan's 10 major ad agencies in July 1998 decreased 1.0% from the same month in the previous year, to 248,927 million yen. Among five major media categories during July, the big 10 agencies' billings decreased in radio, television and sales promotion in comparison with July 1997, while billings through newspapers and magazines increased. Three ad agencies saw increased billings: Dentsu (+0.7%), Tokyu (+6.0%) and McCann- Erickson Worldwide (+0.2%). The other seven big agencies experienced declines. Hakuhodo (-1.4%) and Asatsu (-2.5%) saw dips largely because automakers have been cutting ad spends in response to slower sales. The other five big agencies with lower billings are Daiko Advertising (-4.8%), Yomiko Advertising (-9.5%), DaiIchi Kikaku (-2.1%), I & S Corp. (-3.8%), and Asahi Advertising (-10.9%).
Copyright November 1998, Crain Communications Inc.