JAPAN AD SPENDING BREAK THE RECORD
By Adnews Staff
Advertising expenditures hit an all-time high in Japan last year, reaching $47.92 billion(US). This marks a 3.8% jump over 1996 and was fueled by increased spending in the information/communication and automobile sectors. Advertising in the four main media: newspaper, magazine, radio and TV rose 4.1% to $31.48 billion. Magazine posted the biggest growth at 7.9%, but TV was still the medium of choice, with a growth rate of $4.8% and $16 billion in ad expenditures. Newspapers were the second largest category, followed by magazines and then radio. The biggest spenders were in the food and food products category, followed by cosmetics and toiletries, automobiles and related goods.
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