Which products saw increased advertising spending? First half of 2012 data

〈 Publication Date: September 21, 2012 〉

We examined the growth trends in advertising expenditures across four media types (106.8% compared to the same period the previous year) for the first half of 2012 (January-June), focusing on the advertising product classifications (767 subcategories) in the new DAS (Dentsu Inc. Advertising Statistics).
Note: Advertising expenditure figures based on the new DAS calculations represent the advertising volume across the four media converted using published rates.
Actual advertising expenditures differ.

Products with Increased Advertising Spending / Products with Decreased Advertising Spending

(Top 10 by Advertising Expenditure Across Four Media)

Among products with significant advertising expenditure increases, newspaper ads for "travel agencies"—which had curtailed advertising last year—rose substantially. Also notable were increases in TV commercials for "carbonated beverages," "mobile communication services" (including smartphones) driven by active advertising and promotional campaigns by mobile phone service providers, and compact cars like "2BOX" and "light vehicles" due to new car launches and fuel efficiency appeals by manufacturers, backed by eco-car subsidies.
On the other hand, among categories experiencing declines, there was a rebound decrease for "advertising organizations" (AC Japan commercials) following last year's temporary increase due to the impact of the Great East Japan Earthquake, and a decrease for "pachinko/pachislot machines" due to strengthened advertising regulations.

Next, let's look at products whose advertising spending increased or decreased by media type.

Products with increased/decreased TV advertising spending

Mobile communication services and automobiles/related products, primarily 2BOX and kei cars, saw growth. Conversely, advertising groups experienced a significant decline due to the rebound effect from the large volume of AC Japan commercials immediately after the earthquake.

Products with increased/decreased newspaper advertising spending

Travel agencies, mail-order retailers, and health foods saw significant increases. Conversely, non-job-related advertisements and hair dye products decreased.

Products with Increased/Decreased Advertising Spending in Magazines

Fashion and accessory-related categories, centered on women's clothing, watches, and casual wear, saw significant growth. Conversely, information and communications-related categories, such as other communications/information (e.g., e-books) and mobile content, decreased.

Products with increased/decreased radio advertising spending

Other publications (e.g., English language learning materials) and mail-order medical insurance saw growth. Conversely, advertising groups, including AC Japan placements, experienced a significant decline.