Advertising spending drops 2.3%


Total advertising spending in Japan declined 2.3 percent in 2011 from the year before to ¥5.71 trillion, marking the fourth straight year of decline, Dentsu Inc. said Thursday.

The fall was attributed to the mood of self-restraint among advertisers in the wake of the devastating earthquake and tsunami last March, according to the nation’s largest ad agency.

Spending on television ads fell 0.5 percent, on newspapers 6.3 percent, on magazines 7.0 percent and on radio 4.0 percent, to ¥124.7 billion.

Spending on satellite broadcasting and online advertising, meanwhile, increased 13.6 percent and 4.1 percent, respectively.