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Japan’s advertising expenditures amounted to 5.86 trillion yen in 2004, up 3 percent from the previous year for the first rise in four years, Dentsu Inc. said Thursday.

Dentsu attributed the strong showing to an increase in TV and Internet ads following a pickup in overall demand for advertisements on the back of an economic recovery.

Media advertising, which made up 62.8 percent of the total, advanced 2.6 percent to 3.68 trillion yen, it said.

TV advertising expenditures grew 4.9 percent for the second straight yearly rise and newspaper advertising outlays inched up 0.6 percent for the first improvement in four years.

Internet advertising jumped 53.3 percent, as broadband services are becoming increasingly popular among Net users. Web ads have now eclipsed radio as the fourth-largest advertising medium after TV, newspapers and magazines.

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