Media consumption trends and media audits in Japan

Economic improvement from the beginning of 2010 and the “last minute surge in demand” before the consumption-tax increase in April in 2014 drove media cost inflation in the latter half of 2013, especially in TV-terrestrial.
In addition, it is very difficult to keep cost efficiency in print media due to a huge decrease trend in its rating.

Under these circumstances, SPI reports 3 issues in third party media audits & planning sectors for advertisers:
1, media consumption trends
2, media audit culture in Japan
3, latest technology / methodology for media auditing

1, Media consumption trends of 5 media outlets (*data-source: SPI (SCS and mathematical simulation))
Traditional media are on a downward trend, only the Internet is increasing. 201401_1.png

2, media audit culture in Japan (*data-source: SPI-research)
Media audit is used by 50~80% of advertisers in the US and Western Europe.
Approximately 8~10% of main advertisers have used third party media audits by the end of 2013 in Japan, while in the beginning of 2000 it was merely 2~3%. 201401_2.png

3, the latest technology / methodology for media auditing
1, web/digital audit
It is very difficult to manage the data including the construction & execution of a “Plan/Do/Check/Action” cycle in web/digital media, though its numbers are very clear and transparent.


2, SPI”BS&MX-rating”
SPI has developed the 1st BS&MX-rating that is monitored in daily bases, while achieving a reasonable correlation ratio against terrestrial TV-ratings monitored by Video research. It helps your media planning not only BS&MX channels but also total media mix optimization & total media planning.

SPI is able to continuously achieve marketing optimization with sustainable development of its database/methodology while maintaining a third party position (without ever buying media). Please let me know if you have any questions.


Shiro Kokue
Senior consultant

Please contact us with questions or for more detailed information.


  • This report and its contents are NOT officially guaranteed by SPI, though SPI may deem it worthy according to reliable information, resources & methodology.
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