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日本广告费在上世纪80年代初已有3万亿日元,1985年达3.5万亿日元,1987年近4万亿日元,1989年突破5万亿日元,此后十多年来一直维持在5万亿日元以上(其中1997年曾达近6万亿日元),2000年超过6万亿日元。近年来,日本广告费呈现上下起伏状态。1997年和1998年日本广告费曾达约6万亿日元和5.8万亿日元,但1999年下降为不到5.7万亿日元,2000年明显回升,达到创纪录的6.11万亿日元,第一次突破6万亿日元。不过好景不长,2001年日本广告费再度下跌为6.06万亿日元,预计2002年还将可能减少到6万亿日元以下。2000年广告费为61102亿日元,比1999的56996亿日元增长7.2%,增幅之大是1991年以来少有的。经济开始好转、国会选举和悉尼奥运会等,是刺激日本2000年广告市场的几个重要因素。2001年第一季度,日本广告费仍呈增长之势,但后半年相继发生的疯年病特别是“9·11”恐怖事件对日本经济产生了很不利的影响,所以广告费降至60580亿日元,微减了0.9%。
Japan’s advertising costs were 3 trillion yen in the early 1980s, 3.5 trillion yen in 1985, 4 trillion yen in 1987 and 5 trillion yen in 1989. For more than a decade Maintained above 5 trillion yen (including nearly 6 trillion yen in 1997) and exceeded 6 trillion yen in 2000. In recent years, Japan’s advertising costs fluctuated. In 1997 and 1998, the Japanese advertising expenses had reached about 6 trillion yen and 5.8 trillion yen, but dropped to less than 5.7 trillion yen in 1999 and a marked rebound in 2000 to a record 6.11 trillion yen , The first time exceeded 6 trillion yen. However, the good news is not long. In 2001, Japan’s advertising expenses dropped to 6.06 trillion yen again, and it is estimated that in 2002 it may be reduced to under 6 trillion yen. In 2000, the advertising fee was 6,111.2 billion yen, an increase of 7.2% from 5,699.6 billion yen in 1999, a big increase since 1991. The economy is beginning to pick up, the parliamentary elections and the Sydney Olympics are some of the key factors that have stimulated Japan’s advertising market in 2000. In the first quarter of 2001, Japan’s advertising costs were still on the rise. However, the second half of the year after the Lunar New Year disease, especially the “9.11” terrorist incident, had a very adverse impact on the Japanese economy. Therefore, the advertising costs dropped to 60580 billion yen, a slight decrease of 0.9%.