Which products saw increased advertising spending? 2013 Full-Year & Second-Half Data

■ Year-round (January–December)

We examined the increase/decrease trends in 2013 advertising expenditures across four media (101.1% compared to the same period the previous year) using the new DAS (Dentsu Inc. Advertising Statistics) advertising product classification (767 subcategories).

* Advertising expenditure figures based on the new DAS calculations represent the volume of advertising across the four media converted using published rates and differ from actual advertising expenditure.

Products with Increased Advertising Expenditures / Products with Decreased Advertising Expenditures

(Top 10 Media Advertising Costs)

Among products with significant advertising expenditure increases, corporate ads for dining out and various services, along with beauty serums, saw substantial growth. Corporate ads for real estate and home equipment, as well as increased advertising for light motor vehicles, were also notable. Conversely, among products with decreased advertising expenditure, mobile content and the 2BOX category within automobiles and related products saw significant declines. Reductions in health foods and travel agencies were also noticeable.

Products with Increased/Decreased TV Advertising Spending

Corporate advertising for dining out and various services, real estate and home equipment, and information and communications saw significant growth. Conversely, 2BOX and mail-order advertising declined sharply.

Products with Increased and Decreased Newspaper Advertising Spending

*"Temporary Job Postings," "Other Temporary Items," and "Multi-Industry Small Space Joint Ads" are excluded from the ranking.

Serums, other entertainment events, and hair growth/nourishing products saw significant increases. Meanwhile, travel agencies and other services decreased.

Products with increased/decreased magazine advertising spending

Fashion and accessory-related items, particularly women's clothing and bags, saw significant growth. Conversely, notable declines were seen in mobile content and women's cosmetic series.

Products with Increased and Decreased Radio Advertising Spending

Corporate advertising for automobiles and related products, as well as real estate and home equipment, increased. Conversely, coffee cream saw a significant decrease.

■ Second Half (July-December)

Using the new DAS (Dentsu Inc. Advertising Statistics) advertising product classification (767 subcategories), we examined the growth trends in advertising expenditures across four media types during the second half of 2013 (101.5% compared to the same period the previous year).

* Advertising expenditure figures based on the new DAS calculations represent the volume of advertising across the four media converted using published rates and differ from actual advertising expenditure.

Products with Increased Advertising Expenditures / Products with Decreased Advertising Expenditures

(Top 10 Media Advertising Costs)

Among products with significant advertising expenditure increases, corporate advertising in the information and communications sector saw substantial growth, while light motor vehicles and other services also showed notable increases. Among products with decreased advertising expenditure, declines in information and communications-related categories like mobile content and mobile phone handsets were prominent, alongside significant reductions for skin lotions and 2BOX vehicles.

Products with Increased/Decreased TV Advertising Spending

Corporate advertising in information and communications and light automobiles showed significant growth. On the other hand, health foods saw a substantial decrease, and reductions in advertising for information and communications-related products like mobile phone handsets and mobile content were also noticeable.

Products with Increased and Decreased Newspaper Advertising Spending

*"Temporary job postings" and "multi-industry small-space alliances" are excluded from the ranking.

Mail-order sales, other entertainment events, and other services saw significant increases. On the other hand, travel agencies and hair coloring saw decreases.

Products with Increased/Decreased Magazine Advertising Spending

Fashion and accessory-related items such as women's clothing, precious metals, and accessories saw significant growth. On the other hand, mobile content decreased substantially, and a noticeable drop in toner advertisements was also observed.

Products with Increased/Decreased Radio Advertising Spending

Corporate advertising for automobiles and related products increased, along with other publications. Meanwhile, a notable decline was seen in coffee cream advertising.