Risk of higher advertising and promotional expenses and deteriorating advertising efficiency
First written in FY2023. 9 of 14 entries say "Worsened", first in FY2024-Q2. Latest entry: 2026-10-15.
Base Food moved to the "Worse" side of this theme in 2023, 3 years after the typical company in this theme (2020).
The whole theme swung hardest in 2019: 2 of 19 companies on the "Worse" side.
0 other companies' latest entry also says "Mitigated".
- FY2027-H1WorsenedAnnual report
「Advertising and promotion expenses ¥1,843.866 million ¥1,970.552 million」
Advertising and promotion expenses increased from ¥1,843.866 million in the same period of the previous year to ¥1,970.552 million. The company states that it increased advertising investment against a backdrop of strong new customer acquisition. - FY2026WorsenedAnnual report
「Advertising and promotion expenses ¥2,848.037 million ¥3,177.499 million」
Advertising and promotion expenses increased from ¥2,848.037 million in the previous fiscal year to ¥3,177.499 million, increasing the burden of advertising investment. The company also describes efficiency gains from operations focused on ROI. - FY2026-H1WorsenedAnnual report
「Advertising and promotion expenses ¥1,843.866 million」
Advertising and promotion expenses increased from ¥1,697.849 million in the same period of the previous year to ¥1,843.866 million, indicating a further expansion in advertising investment. - FY2025MitigatedAnnual report
「Selling, general and administrative expenses for the fiscal year were ¥8,244.255 million, down 0.7% year on year. The main factor was the company’s efforts to improve the efficiency of promotional activities, including TV commercials and online advertising.」
Through more efficient promotional activities, including advertising, advertising expenses decreased from ¥3,011.830 million in the previous fiscal year to ¥2,848.037 million. - FY2025-H1WorsenedAnnual report
「Advertising expenses ¥1,552.315 million ¥1,697.849 million」
Advertising expenses increased from ¥1,552.315 million in the same period of the previous year to ¥1,697.849 million, further expanding advertising investment. - FY2024-Q2WorsenedAnnual report
「Advertising expenses ¥1,137.207 million ¥1,552.315 million」
Advertising expenses increased from ¥1,137.207 million in the same period of the previous year to ¥1,552.315 million, indicating an expansion in advertising investment. - FY2023First statedAnnual report
「The company incurs substantial advertising and promotional expenses aimed at acquiring customers, including TV commercials and online advertising. It seeks to improve the efficiency of customer acquisition through advertising by selecting advertising outlets and reviewing advertising media and creative content based on the results of measuring advertising effectiveness.」
The company describes the scale of its advertising investment and efficiency measures based on media selection and effectiveness measurement.