Japan ranked as the third largest ad market in the world in 2016 garnering US$37.7 billion in adspend, and is expected to retain its position in 2019 fetching US$39.9 billion, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017. Japan’s ad market grew 3.0% from 2015 to 2016, ahead of 0f expectations, and is forecast to grow 2.3% from 2016 to 2017.
Internet advertising increased its market share from 26.2% in 2015 to 28.7% in 2016, and is projected to rise to 32.9% by 2019, according to Zenith. Regardless, television remains the No. 1 adspend medium in Japan, holding steady at about US$17 billion per year for the foreseeable future.
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