Insight Memo [43]Which products saw advertising spending increase? 2014 Full-Year & Second-Half Data
DENTSU SOKEN INC. Media Innovation Lab statistically analyzes advertising expenditures across television, newspapers, magazines, and radio by product category every six months. This report details the increase or decrease in advertising spending for the full year 2014 (January to December) and the second half of that year (July to December).
■ Full Year 2014 (January–December)
Using the new DAS (Dentsu Inc. Advertising Statistics) product classification (767 subcategories), we examined the year-on-year (compared to the same period the previous year, 100.0%) increase or decrease trends in advertising spending across the four media types.
* Advertising expenditure figures based on the new DAS calculations are derived by converting the advertising volume across the four media types using published rates and therefore differ from actual advertising expenditure.
Corporate advertising in the Information & Communications sector saw significant growth, while notable increases were observed in Shampoo & Rinse, mail-order supplements, and mail-order women's line cosmetics.
Mobile phone handsets saw a significant decrease, while travel agencies and game software also declined.
Corporate advertising in information and communications and shampoo & conditioner saw significant growth. Meanwhile, mobile phone terminal advertising decreased.
Mail-order supplements increased significantly, along with mail-order sales and mail-order women's line cosmetics. Conversely, travel agencies and health foods decreased.
Mail-order women's cosmetic lines, watches, and bags saw significant growth. Conversely, women's apparel decreased substantially, and advertising for other services (such as accounting firms) and general housing also declined.
Law firms saw a substantial increase in advertising. Other corporate ads, such as for automobiles and related products, also increased. On the other hand, advertising for pain relievers/fever reducers and the food and beverage industry decreased.
■ Second Half of 2014 (July–December)
Using the new DAS (Dentsu Inc. Advertising Statistics) advertising product classification (767 subcategories), we examined the growth/decline trends in advertising expenditure across the four major media for the second half of 2014 (99.1% compared to the same period the previous year).
*Advertising expenditure calculated by the new DAS is based on the advertising volume across the four media converted using published rates and differs from actual advertising expenditure.
Corporate advertising in the Information & Communications sector saw a significant increase, while notable growth was also observed in Shampoo & Rinse and WEB Content∗.
∗ Includes content accessible via both PC and mobile devices, such as portal sites.
Game software and travel agencies saw significant declines, while women's apparel and digital SLR cameras also decreased.
Corporate advertising in information and communications, web content, and shampoo & conditioner saw significant growth. Conversely, advertising for game software and mobile information terminals decreased.
Mail-order supplements saw a significant increase. Satellite broadcasting and entertainment/arts/cultural facilities also saw increased advertising. Conversely, travel agencies saw a significant decrease. Hair growth/nourishing products also declined.
Mail-order women's cosmetic lineups and watches increased. Women's clothing, however, decreased significantly.
Law firms saw a significant increase. On the other hand, advertising from the food and beverage industry and for pain relievers and fever reducers decreased.
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dentsu Media Innovation Lab
Dentsu Inc.
DENTSU SOKEN INC. Media Innovation Research Department consistently tracks shifts in media and information communication environments while exploring the evolving trends of audiences. We swiftly identify emerging societal trends and propose "optimal communication" strategies with audiences.
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