Contraction in Mass-Media Advertising and Delays in Adapting to Digitalization
First written in FY2016. 14 of 35 entries say "Mitigated", first in FY2018-Q1. Latest entry: 2026-08-05.
Hakuhodo Dy Holdings moved to the "Worse" side of this theme in 2016, 4 years before the typical company in this theme (2020).
The whole theme swung hardest in 2020: 13 of 25 companies on the "Worse" side.
2 other companies' latest entry also says "Mitigated".
- 2026-08-05MitigatedFinancial results presentation
「In Japan, revenue from television and Internet media increased, and total media revenue rose by double digits year on year. We are transforming our business structure to capture market growth by increasing the share of Internet media.」
The Company presents its response to digitalization as a specific revenue result and structural transformation involving growth in Internet media and an increased contribution from that business. - FY2026RestatedAnnual report
「Although domestic revenue from the Group's mass-media advertising businesses, including newspapers, magazines, radio and television, has declined as a percentage of total revenue in recent years, it still accounted for a substantial share of approximately 30% in the fiscal year ending March 2026. Domestic internet advertising revenue continues to grow.」
The established pattern remains: domestic mass-media advertising revenue has declined to approximately 30% of the total, while internet advertising continues to grow. - FY2026-H1MitigatedAnnual report
「Against this backdrop, although the Group captured advertising demand in Japan, primarily in digital advertising, domestic revenue declined 4.3% because of the significant impact of the exclusion of UNITED,Inc. (Note 2) from the consolidated accounts and a decline following public-sector projects. 」
In Japan, the Group captured demand mainly through digital advertising in response to the contraction of mass media and the shift to digital. Domestic revenue, however, declined 4.3% because UNITED,Inc. was excluded from the consolidated accounts and revenue from public-sector projects fell following the prior period. - FY2025MitigatedAnnual report
「By category, revenue for the consolidated fiscal year exceeded the previous year in internet media and outdoor media, resulting in higher total media revenue. Outside the media business, marketing/promotion also significantly exceeded the previous year, helped in part by large-scale projects.」
Despite the risk of contraction in mass media, growth in internet media and outdoor media and large-scale marketing/promotion projects resulted in higher revenue in both total media and non-media businesses. - FY2025-H1MitigatedAnnual report
「By category, revenue in the interim consolidated accounting period grew above the year-earlier quarter in internet media, television and outdoor media, resulting in higher total media revenue. Outside the media business, marketing/promotion was well above the year-earlier quarter, helped by large-scale projects.」
Despite the risk of contraction in mass media, internet media, television and outdoor media exceeded the year-earlier quarter, resulting in higher total media revenue. Marketing/promotion also significantly exceeded the year-earlier quarter due to large-scale projects. - FY2024-Q3RestatedAnnual report
「By category, third-quarter revenue from internet media and television exceeded the year-earlier quarter, resulting in higher total media revenue. Outside the media business, marketing/promotion was well below the year-earlier quarter because of a decline following large-scale projects.」
The pattern continued, with higher total media revenue, including internet media and television, offset by a decline in marketing/promotion following large-scale projects. - FY2024-Q2RestatedAnnual report
「By category, second-quarter revenue from internet media grew above the year-earlier quarter, and total media revenue, including television, increased from the year-earlier quarter. By contrast, marketing/promotion was well below the year-earlier quarter because of a decline following large-scale projects in the prior period.」
The pattern continued, with internet media and television contributing to growth in total media revenue, while marketing/promotion remained below the year-earlier quarter because of a decline following large-scale projects. - FY2024-Q1MitigatedAnnual report
「By category, first-quarter revenue in mass media exceeded the year-earlier quarter for television and magazines, while internet media also grew above the year-earlier quarter. By contrast, marketing/promotion was well below the year-earlier quarter because of a decline following large-scale projects in the prior period.」
Compared with the previous full fiscal year, when most of the four traditional mass media were below the previous year, television, magazines and internet media exceeded the year-earlier quarter in the first quarter. Marketing/promotion, however, declined because of a drop following large-scale projects in the prior period. - FY2023RestatedAnnual report
「By category, revenue for the consolidated fiscal year was below the previous year in the four traditional mass media, except magazines. By contrast, internet media recorded strong growth, and with the contribution from large-scale projects in marketing/promotion, revenue exceeded the previous year in all other categories.」
Full-year results also confirmed the pattern of contraction in the four traditional mass media being offset by non-mass-media businesses such as internet media and marketing/promotion. - FY2023-Q3RestatedAnnual report
「By category, revenue in the third quarter was below the year-earlier quarter in the four traditional mass media within the media business, while internet media and outdoor media recorded double-digit growth from the year-earlier quarter. Outside the media business, marketing/promotion and other businesses also recorded strong growth from the year-earlier quarter.」
While the four traditional mass media continued to decline year on year, double-digit growth in internet media and outdoor media and continued growth in marketing/promotion and other businesses reaffirmed the existing pattern. - FY2023-Q2MitigatedAnnual report
「By category, revenue in the second quarter was below the year-earlier quarter in the four traditional mass media, but internet media, outdoor media and marketing/promotion each recorded double-digit growth from the year-earlier quarter.」
While the four traditional mass media continued to decline year on year, internet media, which had already been growing, was joined by outdoor media and marketing/promotion in recording double-digit growth, broadening the offset from non-mass-media businesses. - FY2023-Q1WorsenedAnnual report
「By category, revenue in the first quarter was below the year-earlier quarter across the four traditional mass media: newspapers, magazines, radio and television. By contrast, marketing/promotion revenue was well above the year-earlier quarter, helped in part by large-scale projects, and internet media revenue also exceeded the year-earlier quarter.」
While internet media and marketing/promotion exceeded the year-earlier period, all four traditional mass media, newspapers, magazines, radio and television, fell below it. The trend has shifted from recovery in some media in the previous full fiscal year to declines across all four traditional mass media. - FY2022MitigatedAnnual report
「By category, revenue in the current fiscal year exceeded the prior year in all categories except magazines and radio. Marketing/promotion significantly exceeded the prior year, partly due to contributions from large-scale projects, while internet media also recorded strong growth.」
After declines across all media and categories outside media through the prior year, every category except magazines and radio exceeded the prior year, and internet media and other categories recovered. - FY2022-Q3WorsenedAnnual report
「By category, revenue in the third quarter of the current fiscal year exceeded the prior-year period in all categories except magazines and radio. Marketing/promotion and internet media recorded strong growth, while creative services and television also recovered strongly.」
Internet media, marketing/promotion, television, and other categories recovered, but radio also fell below the prior-year period, compared with the previous quarter, when every category except magazines exceeded the prior-year period. - FY2022-Q1MitigatedAnnual report
「By category, revenue in the first quarter of the current fiscal year exceeded the prior-year period in all categories except magazines. Internet media recorded strong growth, while television, marketing/promotion, and creative services also showed a marked recovery.」
After revenue had declined across all media and categories outside media in the prior-year period, every category except magazines exceeded the prior-year period in the current quarter, with a marked recovery in internet media, television, and other areas. - FY2021-Q3MitigatedAnnual report
「By category, revenue in the current fiscal year showed signs of recovery in many areas from the third quarter onward, with internet media, newspapers, and creative services exceeding the prior-year period. However, on a cumulative third-quarter basis, all four mass-media categories fell below the prior-year period. Internet media also fell below the prior-year period, although it was less affected by the spread of the novel coronavirus than the four mass-media channels.」
On a standalone third-quarter basis, many categories, including internet media, newspapers, and creative services, showed signs of recovery. However, on a cumulative basis, both the four mass-media channels and internet media remained below the prior-year period. - FY2021-Q2RestatedAnnual report
「By category, revenue in the current fiscal year fell below the prior-year period across all four mass-media channels. Internet media was less affected by the spread of the novel coronavirus than the four mass-media channels, but still fell below the prior-year period. Categories outside media, including marketing/promotion, also fell below the prior year.」
The previous pattern of shrinking mass media offset by growth in internet media and other categories gave way to a continued decline below the prior year across all media and categories outside media in the cumulative second quarter. - FY2021-Q1WorsenedAnnual report
「By category, revenue in the current fiscal year fell below the prior-year period across all four mass-media channels. Internet media was less affected by the spread of the novel coronavirus than the four mass-media channels, but still fell below the prior-year period. Categories outside media also fell below the prior year.」
The report states that growth in internet media and other categories had previously offset the decline in mass media, but in the current quarter all media, including internet media, and categories outside media fell below the prior-year period. - FY2020RestatedAnnual report
「By category, revenue in the current fiscal year fell below the prior-year period across all four mass-media channels. However, internet media continued to perform steadily, while creative services, outdoor media, and other categories increased year on year, resulting in total transactions outside the four mass-media channels exceeding the prior year.」
The pattern of declining transactions through the four mass-media channels and growing transactions outside mass media, including internet media, continued for the full fiscal year. - FY2020-Q3RestatedAnnual report
「By category, revenue in the third quarter of the current fiscal year showed the same pattern: radio exceeded the prior-year period, while television, magazines, and newspapers declined, causing total transactions through the four mass-media channels to fall below the prior-year period. Outside those channels, all categories performed well, including strong growth in internet media and marketing/promotion, and total transactions exceeded the prior-year period.」
The pattern of declining transactions through the four mass-media channels and growing transactions outside mass media, including internet media, continued. - FY2020-Q2RestatedAnnual report
「Among the four mass-media channels, radio exceeded the prior-year period, but television, magazines, and newspapers declined, causing total transactions to fall below the prior-year period. Outside the four mass-media channels, all categories performed well, including strong growth in internet media and marketing/promotion, and total transactions exceeded the prior-year period.」
The pattern of declining transactions through the four mass-media channels and growing transactions outside mass media, including internet media, continued. - FY2020-Q1RestatedAnnual report
「Among the four mass-media channels, television and radio exceeded the prior-year period, but newspapers and magazines declined, causing total transactions to fall slightly below the prior-year period. Outside the four mass-media channels, creative services and marketing/promotion declined, but strong growth in internet media resulted in total transactions exceeding the prior-year period.」
The year-on-year decline in transactions through the four mass-media channels and the increase in transactions outside mass media, led by growth in internet media, continued. - FY2019-Q3RestatedAnnual report
「Among the four mass-media channels, radio slightly exceeded the prior-year period, but the subsequent decline in television, which had performed well in the prior-year period, caused total transactions to fall below the prior-year period. Outside the four mass-media channels, outdoor media declined, but strong growth in internet media and solid performance in marketing/promotion and creative services resulted in total transactions exceeding the prior-year period.」
The year-on-year decline in transactions through the four mass-media channels and the increase in transactions outside mass media, including internet media, continued. - FY2019-Q2MaterialisedAnnual report
「Among the four mass-media channels, radio slightly exceeded the prior-year period, but the subsequent decline in television, which had performed well in the prior-year period, caused total transactions to fall below the prior-year period. Outside the four mass-media channels, outdoor media declined, but strong growth in internet media and solid performance in marketing/promotion and creative services resulted in total transactions exceeding the prior-year period.」
For the cumulative second quarter, total transactions through the four mass-media channels fell below the prior-year period, while transactions outside those channels, including internet media, exceeded the prior-year period. - FY2019-Q1MaterialisedAnnual report
「By category, revenue in the first quarter of the current fiscal year fell below the prior-year period across all four mass-media channels, partly due to a subsequent decline in television, which had performed well in the prior-year period. Outside the four mass-media channels, outdoor media and other categories declined, but marketing/promotion and creative services, led by internet media, performed well, resulting in total transactions exceeding the prior-year period.」
Although total transactions through the four mass-media channels exceeded the prior-year period in the previous full fiscal year, all four mass-media categories fell below the prior-year period in the first quarter. Outside mass media, internet media and other categories grew. - FY2018MitigatedAnnual report
「Among the four mass-media channels, newspapers and radio fell below the prior-year period, but television performed well, causing total transactions to exceed the prior-year period. Outside the four mass-media channels, all categories performed well, led by internet media and marketing/promotion, and total transactions exceeded the prior-year period.」
For the full fiscal year, strong television performance drove total transactions through the four mass-media channels above the prior-year period, and transactions outside the four mass-media channels also exceeded the prior-year period. Newspapers and radio fell below the prior-year period. - FY2018-Q2RestatedAnnual report
「Among the four mass-media channels, newspapers and radio fell below the prior-year period, but television performed well, causing total transactions to exceed the prior-year period. Outside the four mass-media channels, all categories performed well, led by internet media, and total transactions exceeded the prior-year period.」
Both total transactions through the four mass-media channels and total transactions outside those channels exceeded the prior-year period, continuing the recovery trend seen in the previous quarter. - FY2018-Q1MitigatedAnnual report
「Among the four mass-media channels, newspapers and radio fell below the prior-year period, but television performed well, causing total transactions to exceed the prior-year period. Outside the four mass-media channels, all categories performed well, led by internet media, and total transactions exceeded the prior-year period.」
In the first quarter of the current fiscal year, total transactions through the four mass-media channels exceeded the prior-year period, and transactions outside the four mass-media channels also exceeded the prior-year period, led by internet media. Newspapers and radio fell below the prior-year period. - FY2017MaterialisedAnnual report
「Among the four mass-media channels, television, which had performed well in the prior-year period, saw a subsequent decline, while newspapers, magazines, and radio remained sluggish. As a result, total transactions through the four mass-media channels fell below the prior-year period. Outside the four mass-media channels, internet media and creative services performed well, and total transactions exceeded the prior-year period.」
For the full fiscal year, transactions through the four mass-media channels declined year on year, while growth in internet media and creative services continued. - FY2017-Q3MaterialisedAnnual report
「However, newspapers, magazines, and radio remained sluggish, causing total transactions through the four mass-media channels to fall below the prior-year period. Outside the four mass-media channels, internet media and creative services performed well, and total transactions exceeded the prior-year period.」
The year-on-year decline in transactions through the four mass-media channels continued, while internet media and creative services exceeded the prior-year period. - FY2017-Q2MaterialisedAnnual report
「Among the four mass-media channels, television, which performed well in the first quarter, slowed in the second quarter, while newspapers, magazines, and radio also remained sluggish. As a result, total transactions through the four mass-media channels fell below the prior-year period. Outside the four mass-media channels, strong growth in internet media and solid performance in creative services resulted in total transactions exceeding the prior-year period.」
While transactions through the four mass-media channels declined year on year, internet media and creative services grew. - FY2016First statedAnnual report
「Although revenue from the Group’s mass-media advertising, including newspapers, magazines, radio, and television, has declined as a proportion of total revenue in recent years, it still accounted for a substantial share of approximately 50% in the fiscal year ended March 2016.」
The impact of an inadequate response to new media and insufficient proposals combining new media with existing media is identified as a risk.