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In 2025, the TV advertising expenditure in Japan slightly decreased by less than *** percent, remaining virtually the same as in 2024: approximately **** trillion Japanese yen. Compared to 2016, the value declined by over ** percent.

Composition of television advertising

Television advertising can be divided into terrestrial and satellite television advertising. In the case of Japan, terrestrial television advertising expenditures accounted for the lion’s share of about **** billion yen in 2025. The Japanese terrestrial TV's leading ad categories that year included information and communications, food and other services, and beverages and cigarettes.

The rise of internet advertising

While television was the leading ad medium in Japan in recent decades, internet advertising overtook it in 2019. Japan's online ad expenditure skyrocketed by almost 250 percent between 2015 and 2025. In the latter year, for the first time, it accounted for more than half of the Asian country's total ad revenues.