Part
01
of eleven
Part
01
Advertising Spend Breakdown by Medium: Japan
All the required information has been entered into the spreadsheet here. The findings have been presented below as well.
Overview
- The total advertising spending in Japan for 2018 was USD38.42 billion.
- The distribution of advertising expenditure in Japan in 2018 by medium include television at 29.3%, internet at 26.9%, newspaper at 7.3%, flyers at 6%, direct mail at 5.6%, exhibitions/screen displays at 5.5%, outdoors at 4.9%, POP at 3.1%, free newspaper and magazines at 3.1%, transit at 3.1%, magazines at 2.8%, radio at 2%, and telephone directories at 0.4%.
- In 2018, the year-over-year growth percentage of media in Japan by medium include -0.9% for television, -5.5% for newspaper, -6.6% for magazines, 0.5% for radio, -0.5% for OOH, and 15.8% for total digital media.
Advertising Spend Breakdown
- The advertising spend in Japan for television was $1.126 billion.
- The advertising spend in Japan for internet was $1.034 billion.
- The advertising spend in Japan for newspaper was $280.466 million.
- The advertising spend in Japan for flyers was $230.52 million.
- The advertising spend in Japan for direct mails was $215.152 million.
- The advertising spend in Japan for exhibitions/screen displays was $211.31 million.
- The advertising spend in Japan for outdoor was $188.258 million.
- The advertising spend in Japan for POP was $119.102 million.
- The advertising spend in Japan for free newspaper and magazines was $119.102 million.
- The advertising spend in Japan for transit was $119.102 million.
- The advertising spend in Japan for magazines was $107.576 million.
- The advertising spend in Japan for radio was $76.84 million.
- The advertising spend in Japan for telephone directories was $15.368 million.
TRIANGULATION
The following formula was used to identify the advertising spend broken down by medium:
- (% of distribution of advertising expenditure in Japan by medium for 2018) x (the total advertising spending in Japan — 2018) = advertising spend broken down by medium
Example: Television
29.3% x US$38.42 billion = US$ 1.126 billion