Prior to the upcoming full shift to digital terrestrial TV broadcasting scheduled for 24 July 2011, SPI (location: Tokyo Chiyoda-ku; representative director: Yusuke Akiba) released a report predicting the future effects on TV media of the shift to digital broadcasting.
Based on its own proprietary survey data and methodologies, SPI forecasts that after the shift to digital terrestrial broadcasting, household viewership will likely fall by about 10%, and viewership for MF1 (men and women aged 20-34) will likely see the largest declines plunging by around 20-30%. Based on these viewership declines, changes in the SPI Index (average cost for the TV spot market) are also forecasted. As a result, SPI estimates that in the short-term average monthly TV spot costs will rise by 6.3-11.1% year-on-year, and that this inflationary trend will likely continue until March 2012.
SPI also points out that due to the effects of multi-channel broadcasting resulting from the shift to digital terrestrial broadcasting, media planning methodologies are likely to undergo fundamental changes in Japan. At the same time, SPI outlines “five tips” for advertisers to cope with these impending changes and recommends that appropriate actions be taken.
A report excerpt is available at
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