Which products saw increased advertising spending? 2012 Full-Year and Second-Half Data

〈 Publication Date: March 12, 2013 〉

■ Full Year (January-December)

We examined the growth trends in advertising expenditures across four media types in 2012 (103.1% compared to the same period the previous year), using DAS's advertising product classification (767 subcategories).
* DAS advertising expenditure figures are calculated by converting the advertising volume across the four media types at published rates and therefore differ from actual advertising expenditure.

Products with Increased Advertising Spending / Products with Decreased Advertising Spending

(Top 10 by advertising expenditure across 4 media)

Among products with significant advertising expenditure increases, newspaper ads by travel agencies saw substantial growth, while mobile communication services and TV commercials for 2-box cars and kei cars also showed notable increases.

Products with decreased advertising included a rebound decrease from the temporary increase in advertising groups (AC Japan commercials) due to the impact of the 2012 Great East Japan Earthquake, a decrease in corporate groups that were active the previous year, and a decrease in mobile content due to the "comp gacha" issue with social games.

Products with Increased/Decreased TV Advertising Spending

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

Products with increased/decreased newspaper advertising spending

Mail-order retailers, travel agencies, and satellite broadcasting saw significant increases. Conversely, non-job-related advertisements and bags experienced declines.

Products with increased/decreased magazine advertising spending

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

Products with increased/decreased radio advertising spending

Mail-order medical insurance and other publications (e.g., English language learning materials) saw growth. Meanwhile, advertising by organizations declined significantly.

■ Second Half (July-December)

Using DAS's advertising product classification (767 subcategories), we examined the increase/decrease trends in advertising expenditures across four media types during the second half of 2012 (99.6% compared to the same period the previous year).
* DAS advertising expenditure figures are calculated by converting the advertising volume across the four media types at published rates and therefore differ from actual advertising expenditure.

Products with Increased/Decreased Advertising Spending

(Top 10 by advertising expenditure across 4 media)

Among products with significant advertising expenditure increases, political parties and organizations saw substantial growth, primarily in newspaper ads, influenced by the House of Representatives election held in December 2012. Notable increases were also seen in TV commercial placements for mobile communication services and kei cars.

Products with decreased advertising included mobile content, where social game-related placements fell sharply due to the "gacha" controversy, and beverage-related products like carbonated drinks, domestic beer, and other brewed alcoholic beverages.

Products with Increased/Decreased TV Advertising Spending

Mobile communication services and automobiles/related products, centered on mini-cars, saw growth. Conversely, mobile content experienced a significant decline, largely due to restrained advertising spending on social games following the "gacha" controversy.

Products with increased/decreased newspaper advertising spending

Mail-order advertising increased, along with a significant rise in advertising by political parties and groups due to the December 2012 House of Representatives election. Conversely, advertising for non-job recruitment notices decreased.

Products with increased/decreased magazine advertising spending

Fashion and accessory-related categories, including women's clothing (which saw a substantial increase), bags, and men's clothing, grew significantly. Conversely, mail-order sales and mobile content saw declines.

Products with increased/decreased radio advertising spending

Non-product advertising for mail-order medical insurance, dining/various services, and real estate/home equipment saw growth. Meanwhile, mail-order auto insurance advertising showed a notable decline.