Dentsu have released a report on Japanese advertising expenditure in 2006, with internet expenditure climbing aggressively in 2006. The figures show traditional media slowly declining, and whilst magazines still lead internet it is only by a fraction of a percentage.

For 2006 expenditures, television takes 33.6%, newspapers 16.7%, magazines 6.5%, internet 6.0%, outdoor 4.6%, transit 4.2%, radio 2.9%. Internet matched radio back in 2004. It was the only medium to show significant gains in market share in the past few years. If ad spending online hasn’t already overtaken radio and magazines in your market, it probably will soon.