Total spending on advertisements in Japan in 2025 marked a record high for the fourth straight year, with the share of online ads topping 50% for the first time, a survey by major advertising agency Dentsu showed Thursday.
Total spending grew 5.1% from the previous year to ¥8,062.3 billion, including ¥4,045.9 billion on online ads, up 10.8%. Spending grew especially on ads on social media and online videos.
Online ads accounted for 50.2%, exceeding 50% “sooner than expected,” said a Dentsu official, citing the progress of digitalization prompted by the COVID-19 pandemic.
Spending on TV, newspaper, magazine and radio ads dipped 1.6% to ¥2,298 billion, down for the first time in two years. Advertising on newspapers dropped 8.2% amid the shift to online ads.
Spending on other ads, including those on billboards, public transportation and flyers, climbed 2.0% to ¥1,718.4 billion.
AloJapan.com