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.

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%.

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.
spiindex@spi-consultants.net