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Japan’s ad spending on Internet overtakes TV in 2019

  • March 11, 2020
  • , Jiji Press , 6:12 p.m.
  • English Press

Tokyo, March 11 (Jiji Press)–Japanese advertising giant Dentsu Inc. said Wednesday that domestic ad spending on the internet exceeded that for television for the first time in 2019.

Internet advertising expenditures grew 19.7 pct from the preceding year to 2,104.8 billion yen, topping the 2-trillion-yen mark for the first time. Meanwhile, combined spending on ads on terrestrial and satellite TV fell 2.7 pct to 1,861.2 billion yen.

Internet ad spending posted double-digit growth for the sixth consecutive year. “For advertisers, the importance of the internet is increasing year by year amid the popularization of smartphones,” a Dentsu official said.

TV ad spending fell for the third straight year. “Following unfavorable weather and natural disasters, many companies shied away from posting advertisements,” the official said.

Overall ad spending in the country in 2019 increased 6.2 pct to 6,938.1 billion yen, up for eight years in a row, supported by the growing popularity of internet ads.

Combined ad spending for the four major traditional media of TV, newspapers, magazines and radio came to 2,609.4 billion yen, down 3.4 pct, falling for the fifth straight year.

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