The net operating surplus in the advertising and market research sector in Japan is forecasted to decline from 2024 to 2028, beginning at 204.51 billion yen in 2024 and reaching 155.13 billion yen by 2028. This represents a year-on-year decrease of approximately 6% to 7% over the period, reflecting a negative trend over these years. This decline indicates a compounded annual growth rate (CAGR) of approximately -7% over the 5-year span.

Future trends to watch include:

The impact of digital transformation and emerging technologies on traditional advertising channels.
Shifts in consumer behavior and preferences that could redefine marketing strategies.
Potential economic recovery or stagnation influencing business investment in marketing activities.