Contraction of the Advertising Market Due to the Declining Birth Rate
First written in FY2018-Q3. 3 of 4 entries say "Restated". Latest entry: FY2022.
No other company in this theme has enough history to compare yet.
- FY2022RestatedAnnual report
「In the local areas in which the Group operates, the declining birthrate and aging population are gradually progressing, although」
The company continues to recognize as a structural trend the progression of the declining birthrate and aging population in local areas. - FY2021RestatedAnnual report
「In addition to this shift toward digitalization, the local areas in which the Group operates are gradually becoming aging societies with fewer children, and advertising activities centered on printed materials, which are linked to consumer spending, are on a declining trend.」
The company continues to recognize the declining birthrate and aging population and the contraction of print-centered advertising activity as structural risks in the local advertising market. - FY2018RestatedAnnual report
「Rising service standards demanded by consumers and increasingly diverse preferences are changing customers' marketing strategies, emerging in the form of smaller events, reviews of advertising media placements and the consolidation of advertising budgets. These factors are also putting pressure on the profitability of contracted projects.」
Changes in market and customer needs continue to emerge as reviews of advertising media, the consolidation of advertising budgets, smaller events and pressure on the profitability of contracted projects. - FY2018-Q3First statedAnnual report
「However, in addition to the shrinking market due to the declining birth rate, the need to meet higher service standards demanded by consumers and increasingly diverse needs, advertisers’ investment in new digitally enabled promotional initiatives led to reviews and changes in media, consolidation of advertising budgets and reductions in event scale, among other developments. These factors also put pressure on profit margins, resulting in advertising business revenue of ¥6,452 million, or 98.3% of the same period of the previous year, and a segment loss of ¥14 million, compared with segment profit of ¥60 million in the same period of the previous year.」
The company disclosed for the first time the contraction of the market due to the declining birthrate as a structural risk affecting the performance of its advertising business, and described its impact on advertising business revenue and segment losses.