In
spite of strong opposition by related industries, the Kyoto City Assembly
unanimously approved six ordinances with regard to the new environment
policy for the city on March 13, 2007. After the assembly action, Yorikane
Masumoto, Mayor of Kyoto, said that the enforcement of these regulations
would start as of September 1st. Accordingly, rooftop advertising and
blinking illumination will be totally banned in the city. Advertisements
that do not meet the regulations will be revised or removed. The new
regulations restrict not only advertising but also buildings, e.g.
height. Strong opposition by NIKKOREN, the All Japan Neon-Sign Association,
real estate businesses and related industries did not succeed in blocking
the ordinances.
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Protest rally against new regulations
by citizens and industry people on March 1 in front of Kyoto City
Hall (Kyoto Shimbun Website) |
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On February 20, Dentsu Inc. (Tateo Mataki, President & CEO) issued
their report “2006 Advertising Expenditures in Japan” in which total
advertising expenditures by media and by type of business were estimated.
Total advertising expenditures were \5,995.4 billion, a 0.6% increase
over the previous year and an increase for the third consecutive year.
The outdoor advertising expenditure was \273.8 billion, a 3.5% increase
over the previous year and an increase for the first time in two years.
Dentsu’s analysis attributed the increase to renewal of advertising
boards by the automobile and cell phone industries that is taking place
all over Japan. More neon signs were removed than built in recent years
but this trend was reversed in some cities as more businesses started
reinvesting and the price of advertising spaces decreased. The number
of neon signs constructed showed a decrease but the construction of
advertising boards using LED is increasing, although still quite limited.
This resulted in an increase of the average cost per location. It is
estimated that total advertising expenditures in 2007 will exceed the
\6 billion level, \6,613 billion or a 1.1% increase over 2006.
The 2006 figures are as follows |
|
Advertising |
vs. previous year |
Total Advertising |
\5,995.4 billion |
+0.6% |
The 4-Media Total
Advertising expenditure |
\3,577.8 billion |
-2.0% |
SP Advertising |
\2,000.2 billion |
+0.9% |
(Outdoor Advertising) |
(\273.8 billion) |
(+3.5%) |
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Source: “2006 Advertising Expenditures
in Japan” by Dentsu Inc. |
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