Japan’s advertising economy expanded 3.2% in 2012, marketing
the first increase in five years for one of the world’s most developed ad
markets, according to estimates released this morning as part of Tokyo-based
agency holding company Dentsu’s first quarter earnings statement. The quarter,
the last of Dentsu’s fiscal year, saw net sales expand 2.5% over the same
quarter in 2012. While demand for advertising, especially TV advertising time,
showed a “strong upturn” during the second quarter as Japan’s ad market
continued to rebound from the lingering effects of the earthquake and tsunami,
Dentsu said other macroeconomic issues, including economic tumult in Europe and
a slowdown in China, as well as overall uncertainty in the world’s economy,
means that ad demand “started slow” and the outlook will remain
“unpredictable.” In terms of specific media, Dentsu said “traditional media”
expanded 2.9% during 2012, while “promotional media” rose only 1.4%. Satellite
television was the fastest growing sector, rising 13.7% over 2011, while
Internet advertising also beat the overall marketplace, expanding 7.7%.
