TV advertising expenses in Japan 2014-2023

The television advertising expenditure in Japan amounted to 1.73 trillion Japanese yen in 2023. The advertising expenditure declined for the second year in a row after recovering from the impact of the COVID-19 pandemic.

Composition of television advertising

Television advertising can be divided into terrestrial and satellite television advertising. In the case of Japan, terrestrial television advertising expenditures accounted for the lion’s share of about 1.61 billion yen in 2023. A look at the distribution of terrestrial television advertising expenses by industry shows that the three industries with the largest shares during that year were information and communications, beverages and cigarettes, as well as foodstuffs.

The rise of internet advertising

While television was the leading advertising medium in Japan in recent decades, internet advertising overtook television for the first time in 2019. The internet advertising expenditure in the country increased significantly in the last decade, with performance-based advertising being a particular growth motor. Together with the increase in event-based advertising, these developments were able to offset the decline observed in print media until 2020, when the total advertising expenditure declined for the first time since 2011.