TOKYO: Japan's advertising expenditures fell 5.9% in 2002 to 5.7 trillion yen due to economic doldrums despite last year's World Cup championship, Dentsu Inc said on Monday.
Dentsu, the largest Japanese advertising company, said some major events, such as the Winter Olympic Games in Salt Lake City and the 2002 FIFA World Cup, somewhat helped boost advertising spending in the first half of the year.
However, a further downturn of the Japanese economy dragged down a number of corporations which slashed their advertising spending, Dentsu said.
Spending in all four of the major media areas declined for the second straight year.
Television advertising expenditures, one of the largest components, fell 6.4% in 2002 from the previous year to 1.93 trillion yen, while newspaper advertising dropped 11% to 1.07 trillion yen.
Magazine advertising fell 3.1% in 2002 from 2001 to 405.1 billion yen, while radio advertising declined 8.1% to 183.7 billion yen. – dpa
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