Nikkei Advertising Research Institute (NARI) forecasts 0.3% growth in advertising expenditure in FY2020 compared to previous fiscal year. Recovery of consumption has been sluggish after consumption tax hike in October 2019. Spreading of the new Coronavirus further weighed on growth. However, temporary ceasefire of China-US trade war and large-scale fiscal spending have diminished the possibility of economic downturn. Publication of advertisements, notably TV, is forecasted to increase during this summer, when Tokyo Olympics and Paralympics will be held. Newspaper and magazine continue to contract but the rate is expected to decelerate. Growth of Internet advertisement is expected to accelerate after slowing down in FY2019.
Every February, NARI compiles advertising expenditure forecast for the next fiscal year. The institute forecasts quarterly advertising expenditure based on total sales of advertising industry, as reported in the Ministry of Economy, Trade and Industry’s Current Survey of Selected Service Industries. Current forecast covers the period from April–June 2020 until January–March 2021.
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