Advertising expenditures fell 0.9 percent in 2001 to 6.06 trillion yen as the anemic economy and the Sept. 11 attacks in the United States prompted firms to cut spending, Dentsu Inc. said Monday.
The year-on-year decline follows a 7.2 percent increase in 2000, which marked the first gain in three years, the ad agency said.
In total value, however, the 2001 figure was still the second largest since 1947, following the record high 6.11 trillion yen the previous year.
The figure includes spending by corporations, public offices and organizations, as well as by education and medical entities.
By medium, spending dropped 0.5 percent for television, 3.6 percent for newspapers, 4.3 percent for magazines and 3.5 percent for radio. But it continued to show strong growth for satellite-related media, jumping 77.1 percent, and the Internet, rising 24.6 percent, following increases of 18.2 percent and 144.8 percent in 2000.
By sector, spending by the automotive industry rose 6.6 percent, marking the first gain in four years, spending by financial and insurance companies rose 3.4 percent and pharmaceutical and medical firms' spending grew 3 percent.
But among all 21 categories, spending declined in 12, including the information and telecommunication sector, which was the leading spender until 2000, Dentsu said.
For this year, the agency expects newspaper, magazine, radio and television advertising expenditures to decrease 3.2 percent to 3.766 trillion yen from 3.89 trillion yen in 2001 due mainly to the continued weakness of the economy.