Domestic advertising spending for the last year fell for the first time in nine years due to the postponement and cancellation of events due to the spread of the new coronavirus infection.
According to estimates by the major advertising company Dentsu, domestic advertising spending for the last year was 6,159.4 billion yen, a decrease of 11.2% from the previous year.
Due to the spread of the new coronavirus infection, large-scale events were postponed or canceled one after another, and the demand for advertising fell sharply.
Advertising costs have fallen below the previous year for the first time in nine years since the Great East Japan Earthquake struck in 2011, the second largest decline after 2009, which was affected by the Lehman shock, since the start of statistics. is.
By type of advertisement, terrestrial TV advertising costs decreased by 11.3%, while Internet advertising costs increased by 5.9% due to increased demand for advertisements related to online shopping against the backdrop of “nest-filled consumption” spent at home. ..
In the domestic advertising market, the Internet has turned TV for the first time, but the new Corona has further widened the gap between the two.