Japan's 2023 Advertising Spending Hit The Highest

According to Dentsu’s “2023 Advertising Expenditures in Japan,”‘ which was published on February 27, 2024, Japan’s total advertising spending, as well as advertising expenses by media and industry, Japan’s total advertising expenditure in 2023 (January to December) reached 7,316.7 billion yen. It was 103% compared to the previous year, setting a record high for the second consecutive year.

Internet advertising is steady, while newspapers and TV are on the decline

Looking at the breakdown, Internet advertising was the largest spending at 3,333 billion yen (107.8% compared to the previous year), which account for 45.5% of total advertising expenses.

Advertising expenses for the four mass media (TV, radio, newspapers, and magazines) were 2,316.1 billion yen (96.6% compared to the previous year). Among the four media, magazine advertising expenses were 116.3 billion yen (102% compared to the previous year) and radio advertising expenses were 113.9 billion yen (100.9% compared to the previous year), both exceeding the previous year. Of the TV media advertising expenditures, satellite media-related spending remained at 125.2 billion yen (100.1%), while terrestrial TV advertising costs were 1,609.5 billion yen (96.0%). Newspaper advertising expenses were also sluggish at 351.2 billion yen (95.0% compared to the previous year).

Event’s big revival

The events, exhibitions, videos, etc. of promotional media advertising expenses showed high growth this time. The market size was 384.5 billion yen (128.7% compared to the previous year). Events that had been canceled or held on a smaller scale due to the pandemic have returned to their original size thanks to the transition to Category 5 of the new coronavirus infection (COVID-19). The reopening of large-scale commercial facilities, the return of people to large-scale commercial complexes, and a recovery in inbound demand also are the factors for the events to grow in 2023.