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

• (% 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

ADVERTISING SPEND BY MEDIUM — UK

• The medium with the most advertising spend in the UK is paid search (£7,100 million).
•  £4,359 million was spent on TV advertising in the UK from 1999 to 2019.
•  £4,279 million was spent on pure-play digital display from 1999 to 2019.
•  £1,424 million was spent on advertising in news sources.
•  £1,315 million was spent on pure-play digital classified.
•  £964 million was spent on outdoor advertising.
•  £615 million was spent on magazine advertising.
•  £535 million was spent on radio advertising.
•  £187 million was spent on cinema advertising.
•  £90 million was spent on other forms of advertising.

Advertising Spend Germany in 2018

• The advertising spend in German television was €4,545 million. 
• The advertising spend in German radio was €792 million.
• The advertising spend in German newspaper was €3,694 million.
• The advertising spend in German magazine was €1,822 million.
• The advertising spend in German cinema was €95 million.
• The advertising spend in German outdoor was €1,185 million. 
• The advertising spend in German internet was €5,491 million.

OVERVIEW

• The total advertising spend in Brazil was $16,481 million.
• The most were spent on television and the least was spent on cinema.
• It is predicted to be $17,077 million in 2019.

BRAZIL'S ADVERTISING SPEND BREAKDOWN — 2018

• Television advertising spending in Brazil was $11,812 million.
• Digital advertising spending in Brazil was $1,768 million.
• Out-of-Home advertising spending in Brazil was $492 million.
• Radio advertising spending in Brazil was $659 million.
• Newspaper advertising spending in Brazil was $1,032 million.
• Magazine advertising spending in Brazil was $492 million.
• Cinema advertising spending in Brazil was $226 million.

YOUR RESEARCH TEAM APPLIED THE FOLLOWING STRATEGY

TOTAL AD SPEND

• In 2018, the total advertising spend in France was $13.675 billion.

TELEVISION

• In 2018, France spent $3.962 billion in television advertising.

NEWSPAPERS

• In 2018, France spent $944 million in newspaper advertising.

MAGAZINE

• In 2018, France spent $1.008 billion in magazine advertising.

RADIO

• In 2018, France spent $827 million in radio advertising.

CINEMA

• In 2018, France spent $115 million in cinema advertising.

OUT-OF-HOME (OOH)

• In 2018, France spent $1.438 billion in OOH advertising.

DIGITAL

• In 2018, France spent $5.381 billion in digital advertising.

2018 ADVERTISING SPEND PER MEDIUM — SOUTH KOREA

• In South Korea, USD 2.67 billion was spent on mobile advertising in 2018.
• USD 2.48 billion was spent on TV advertising.
• USD 1.65 billion (₩ 1.96 trillion) was spent on Cable and IPTV advertising.
• USD 1.34 billion (₩ 1.59 trillion) was spent on non-mobile online advertising.
• USD 1.20 billion (₩ 1.42 trillion) was spent on newspaper advertising.

ADDITIONAL FINDINGS

•  In 2018, USD 9.26 billion was spent on advertising in South Korea. This year, 9.65 billion will be spent, while in 2020, it is estimated South Korean advertising spend will equal USD 9.99 billion.

RESEARCH STRATEGY

TOTAL AD SPEND

• Total: $11.938 billion, +3.7%

• Television: $2.815 billion, +0.5%

• Newspaper: $1.129 billion, -4.5%

• Magazine: $164 million, -26%

• Radio: $886 million, +2.3%

• Cinema: $103 million, +5.2%

• OOH: $816 million, +12.7%

• Digital: $6.026 billion, +7.3%

• Search engine ads: $2.712 billion (see calculations below)

• Display ads (including video): $2.169 billion

• Classified ads: $1.145 billion

PERCENT SHARE OF ADVERTISING EXPENDITURE

• Television: 23.6%

• Newspaper: 9.4%

• Magazine: 1.4%

• Radio: 7.4%

• Cinema: 0.9%

• OOH: 6.8%

• Digital: 50.5%

• Search engine ads: 45% 

• Display ads (including video): 36% 

• Classified ads: 19% 

AUSTRALIAN AD SPEND HIGHLIGHTS

• The total advertising spend in Australia in 2018 was $11.938 billion, with a 3.7% growth compared to 2017.

• One of the growth drivers is the pre-election spending by major political parties for the Australian Federal election.

• The government has also increased its advertising expenditure by 14% or AUD160 million ($120.4 million) from January to August 2018 for the 2019 elections.

• The sectors with the highest increase in spending are travel/accommodation (+18.5%) and communication (+16.9%).

• The 2019 ad spend in Australia is expected to grow 2.4% at the end of 2019 to AUD16.2 billion ($12.2 billion).

• Digital ad spending accounts for almost 51% of the total ad spending as businesses are becoming more dependent on online ads.

• Of the total digital ad spend, search engine ads are the most popular which account for 45%, display ads (including videos) accounts for 36%, and 19% are for classified ads.

• Retailers were the biggest ad spenders in Australia in 2018 spending about $1.6 billion.

• Harvey Norman Holdings Ltd. is the top advertiser in Australia, followed by Wesfarmers Limited and Woolworths Limited.

RESEARCH STRATEGY:

CANADIAN AD BREAKDOWNS BY MEDIUM

• Digital: C$7.72 billion 
• Traditional: C$7.66 billion 
• Pay TV: C$1.21 million 
• Free-to-air-TV: C$1.75 million 
• Online TV: C$167 million 
• Radio: C$1.48 million 
• Newspaper: C$1.59 million 
• General Magazines: C$163 million 

• Television spent 3838 million euro on Advertisement in 2019.
• Radio spent 539 million euro on Advertisement in 2019.
• Newspaper spent 435 million euro on Advertisement in 2019.
• Magazine spent 358 million euro on Advertisement in 2019.
• Cinema spent 20 million euro on Advertisement in 2019.
• Outdoor spent 356 million euro on Advertisement in 2019
• Digital spent 2699 million euro on Advertisement in 2019.

Graphical Analysis

• The graphical analysis of advertising spend breakdown by medium in Italy is here.

OVERVIEW

• The total advertising spending in India for 2018 was Rs 60,908 crore (Rs 609.08 billion).
• The distribution of advertising expenditure in India by medium includes: television at 38%, print at 32%, radio at 4%, cinema at 1%, outdoor at 6%, and digital at 19%.
• In 2018, the year-over-year growth percentage of advertising expenditure in India by medium includes: 19.2% for television, 4.4% for print, 14.3% for radio, 37.4% for cinema, 9.1% for Out-of-home and 25.8% for digital.

ADVERTISING SPEND BREAKDOWN BY MEDIUM

• The advertising spend for television was Rs 23,432 crore (Rs 234.32 billion).
• The advertising spend for print was Rs 19,457 crore (Rs 194.57 billion).
• The advertising spend for radio was Rs 2,144 crore (Rs 21.44 billion).
• The advertising spend for cinema was Rs 805 crore (Rs 8.05 billion).
• The advertising spend for outdoor was Rs 3,365 crore (Rs 33.65 billion).
• The advertising spend for digital was Rs 11,705 crore (Rs 117.05 billion).

2018 TOTAL ADVERTISING SPEND PER MEDIUM — MEXICO

•  USD 2.07 billion was spent on TV advertising.
•  USD 1.677 billion was spent on digital advertising.
•  USD 284 million was spent on out-of-home advertising.
•  USD 281 million was spent on radio advertising.
•  USD 238 million was spent on newspaper advertising.
•  USD 173 million was spent on magazine advertising.
•  USD 32 million was spent on cinema advertising.

ADDITIONAL FINDINGS

• The total advertising spend reached USD 4.75 billion in Mexico in 2018.
• TV held the largest share of the advertising market (43.5%) in 2018, but this market cap is expected to decrease by 2% this year. On the other hand, the digital advertising spend market share is expected to increase from 35.3% in 2018 to 38.7% in 2019.
• The total Mexican ad spend is expected to increase this year, reaching USD 5 billion.