The fall came despite events such as the 2002 World Cup, held in Japan and Korea, which had been predicted to give the industry a much-needed boost. It is the second consecutive decline, with 2000 being the only year there has been an increase over the past five years.
Dentsu said there was something of a boost at the beginning of 2002, helped by the World Cup and the Olympic Games in Salt Lake City. However, a further downturn in the Japanese economy saw corporations cut advertising spend.
Television, print and direct marketing were all hit with the internet being hardest hit, down by 15%. Newspaper advertising was down 11% year on year, while television adspend fell by 6.4%.
As in other regions, direct mail and sales promotion were the most resilient, falling just 3.3%.
Sector-wise, cosmetics and electrical goods advertising rose, but all other categories were down in 2002. Information and communications adspend fell by 19.2%, while spend on beverage and cigarette ads was down by 13.8%, with coffee and beer ads particularly curtailed.
Dentsu also announced today that it plans to establish an independent presence in Vietnam. The company currently has an office run jointly with the WPP Group's Young & Rubicam, based in Ho Chi Minh City.
The company dominates the Asian advertising scene, especially in Japan, where it handles around 25% of the country's advertising budgets. Last year, it acquired 15% of the Publicis Groupe following the French group's acquisition of Bcom3. Dentsu had formerly held 20% of Bcom3.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
.jpg)
.jpg)