Japan ad spending slipped 5.9% in '02

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[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.
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