On February 20, Dentsu, Inc, (President Tatsuyoshi Takashima) announced the release of "Japanese Advertisement Cost in 2007,” a report estimating the total advertisement costs in Japan along with a breakdown of the advertisement costs by medium and industry.

The total advertisement cost of the last year (January to December of 2007) was 7,019.1 billion yen. Since the range of estimation of “Japanese Advertisement Cost” was broadened from this time, the figure in 2007 was slightly larger (1.1% increase) than the revised figure of 2006, 6,939.9 billion yen.

Looking at the breakdown of individual categories, the outdoor advertisement cost grew for the second year in a row to 404.1 billion yen, which represents an increase of 2.4% compared to the revised actual figure in 2006, 394.6 billion yen. Note that due to the revision of estimation range of “Japanese Advertisement Cost,” outdoor visions, poster boards and so on are added to the conventional advertisement boards and neon in case of “outdoor advertisement.”

Dentsu said that although there has been a drastic drop in the use of neon signs, “outdoor advertisement” stayed steady due to a corresponding growth of advertisement boards, poster boards, advertisement curtains, and commercial facility media.