Domestic advertising spending for the last year increased by more than 10% from the previous year as advertising demand recovered as the impact of the new Corona eased.
Internet advertising was particularly strong, surpassing the sum of the four media of television, newspapers, magazines and radio for the first time.
According to a survey by a major advertising company, Dentsu, domestic advertising expenses for the last year were estimated at 6,799.8 billion yen, an increase of 10.4% from the previous year and the first increase in two years.
This was due to the fact that the impact of the new Corona eased in the latter half of last year, the demand for advertisements recovered while the restrictions on admission to events were gradually lifted, and that many advertisements related to the Tokyo Olympics and Paralympics appeared. am.
Looking at the breakdown of advertising expenses by medium, the total of the four media of TV, newspapers, magazines, and radio was 2,453.8 billion yen, which was more than 8% due to the reaction to the large drop in the corona disaster in the previous year. increased.
On the other hand, the Internet was 2,0705.2 billion yen, and the demand for video advertising increased by more than 20% from the previous year due to the rapid progress of digitalization, exceeding the total of four media such as TV and newspapers for the first time.
Toshiyuki Kitahara, Chief Researcher of Dentsu Media Innovation Lab, said, "The more familiar terminals such as smartphones are, the more they flow into online advertising. On the other hand, the breadth and reliability of topic sharing is not enough for online advertising alone. There are some parts that are not enough, and it is becoming more important for companies to use different media. "