Spending on advertising came to 5.96 trillion yen in 2005, up 1.8 percent from the previous year for the second consecutive annual growth as the market for Internet ads grew more than 50 percent, Dentsu Inc. said Monday.
Spending on ads carried by the four major forms of mass media -- newspapers, television, magazines and radio -- decreased 0.7 percent to 3.65 trillion yen, the nation's biggest advertising agency said.
But the market for Internet ads grew 54.8 percent to 280.8 billion yen, maintaining its rapid pace of expansion from the previous year's 53.3 percent growth.
Ad spending for the four major forms of media fell across the board -- 1.7 percent for newspapers, 0.1 percent for TV, 0.6 percent for magazines and 0.9 percent for radio.
The market for Internet ads surpassed that of radio ads for the first time in 2004 and expanded its lead by more than 100 billion yen in 2005.