2020 Japanese advertising expenses

Chart 1

◆ The total advertising expenses in 2020 were 6,159.4 billion yen (88.8%year -on -year) throughout the year. Since March, the movement of people in Japan and overseas has been restricted due to the influence of the new Corona, and the Japanese economy has declined significantly since the emergency declaration in April. The inbound consumption until the previous year was almost gone, and the food out of the way was caused by eating out, and the advertising industry received the aftermath. As the government and local government-led economic measures and infection measures are being taken, since July, signs of recovery gradually began to shown and returned to the same year as the previous year, but all year-on-year was much lower than the previous year. rice field. ◆ It has been a negative growth for the first time in nine years since 2011 of the Great East Japan Earthquake. It was the first double -digit decrease in 11 years since 2009, when the Lehman Shock was influenced, and was the second decline since the 1947 "Japanese advertising expenses" statistics began. ◆ Demand for nesting has become active due to self -restraint of going out and moving. Digital transformations (DX) in society, such as delivery, online mail order, online event, online event seminars (hereinafter referred to as webiners), remote work, and cashless payments, accelerated at once. As a result, Internet advertising expenses recovered ahead and positive growth all year. Digital advertising expenses derived from four media have grown two digits following the previous year. The digital starting advertising promotional activity has evolved and grown further. On the other hand, promotional media advertising expenses include the 32nd Olympic Games (2020 / Tokyo) and the Tokyo 2020 Paralympic Games (hereinafter referred to as the Tokyo 2020 Olympic Paralympics), and various events and exhibitions, conventional advertising promotion. The campaign has been significantly reduced due to the postponement and cancellation of the campaign. In addition, four media advertising costs, which are responsible for the ads accompanying them, were significantly reduced.

（1）マスコミ四媒体広告費<2兆2,536億円（前年比86.4%）<6年連続の減少となった。「新聞広告費」「雑誌広告費」「ラジオ広告費」「テレビメディア広告費」はすべて大きく前年割れ。

（2）インターネット広告費<2兆2,290億円（前年比105.9%）<1996年の推定開始以来、一貫して成長を続け、「マスコミ四媒体広告費」に匹敵する2.2兆円規模の市場となった。4-6月期は新型コロナの影響を受けたものの、通年でEC（Eコマースやネット通販ともいう。ライブコマースも含む）などが堅調だった。マスコミ四媒体事業者が提供するインターネットサービスにおける広告費「マスコミ四媒体由来のデジタル広告費」803億円（前年比112.3%）や「物販系ECプラットフォーム広告費※」1,321億円(同124.2%)の二桁成長が全体をさらに押し上げた。

* "Product -based EC platform advertising expenses" in "Japanese advertising expenses" means EC (electronic commercial transactions) platforms that sell household appliances, miscellaneous goods, books, clothing, office supplies, etc."(This is called a" store with a store ") is defined as an advertising expenses that are" opened "to the platform.It does not refer to the entire Internet advertising expenses to promote sales in the EC region in a wider sense.

（3）プロモーションメディア広告費<1兆6,768億円（前年比75.4%）

Chart 2