HAKUHODO DY INCORPORATED : Monthly Sales October 2018

November 9, 2018

Company name: Hakuhodo DY Holdings Inc. Representative director: Mr. Hirokazu Toda, President

(First Section of the Tokyo Stock Exchange Code number: 2433)

Inquiries: Mr. Satoru Yagi, Executive Manager,

Investor Relations Division

Tel: [phone]

Non-Consolidated Billings of Hakuhodo Inc., Daiko Advertising Inc.

and Yomiko Advertising Inc. October 2018

Monthly billings of the company's three main advertising agencies (non-consolidated), all of which are subsidiaries of the company, were as follows;

(1) Billings by Type of Service for October 2018 (Single month)

(Millions of yen)

October
FY2016	FY2017	FY2018	YoY comparisons		FY2018
		Results	Change	（%)	Share (%)
H a k u h o d o	Newspapers	2,971	3,112	2,634	-478	-15.4%	4.4%
	Magazines	1,328	1,193	944	-249	-20.9%	1.6%
	Radio	656	594	649	55	9.3%	1.1%
	Television	27,424	25,616	26,636	1,020	4.0%	44.2%
	Subtotal	32,381	30,517	30,865	348	1.1%	51.2%
	Internet media	5,880	6,410	6,977	567	8.8%	11.6%
	Outdoor media	1,331	1,469	1,530	61	4.2%	2.5%
	Creative	6,398	6,984	8,070	1,086	15.5%	13.4%
	Marketing/Promotion	11,323	12,491	11,733	-758	-6.1%	19.5%
	Others	940	1,028	1,077	49	4.8%	1.8%
	Subtotal	25,875	28,384	29,388	1,004	3.5%	48.8%
	Total	58,256	58,901	60,254	1,353	2.3%	100.0%
D a i k o	Newspapers	968	1,496	892	-604	-40.4%	10.1%
	Magazines	162	178	171	-7	-3.9%	1.9%
	Radio	186	205	133	-72	-35.1%	1.5%
	Television	4,773	4,717	4,026	-691	-14.6%	45.3%
	Subtotal	6,090	6,598	5,223	-1,375	-20.8%	58.8%
	Internet media	456	507	532	25	4.9%	6.0%
	Outdoor media	659	728	605	-123	-16.9%	6.8%
	Creative	900	1,070	894	-176	-16.4%	10.1%
	Marketing/Promotion	1,660	1,852	1,402	-450	-24.3%	15.8%
	Others	244	282	219	-63	-22.3%	2.5%
	Subtotal	3,922	4,440	3,654	-786	-17.7%	41.2%
	Total	10,012	11,039	8,878	-2,161	-19.6%	100.0%
Y o m i k o	Newspapers	569	397	387	-10	-2.5%	7.2%
	Magazines	105	154	122	-32	-20.8%	2.3%
	Radio	138	107	120	13	12.1%	2.2%
	Television	2,111	2,130	1,710	-420	-19.7%	31.5%
	Subtotal	2,924	2,789	2,341	-448	-16.1%	43.2%
	Internet media	201	394	450	56	14.2%	8.3%
	Outdoor media	216	221	289	68	30.8%	5.3%
	Creative	498	637	506	-131	-20.6%	9.3%
	Marketing/Promotion	1,864	1,272	1,555	283	22.2%	28.7%
	Others	211	220	278	58	26.4%	5.1%
	Subtotal	2,993	2,746	3,080	334	12.2%	56.8%
	Total	5,918	5,536	5,421	-115	-2.1%	100.0%

（２）Billings by Type of Service for October 2018 （Cumulative）

(Millions of yen)

October （Cumulative）
FY2016	FY2017	FY2018	YoY comparisons		FY2018
		Results	Change	（%)	Share (%)
H a k u h o d o	Newspapers	19,820	17,657	15,330	-2,327	-13.2%	3.9%
	Magazines	8,017	7,191	5,813	-1,378	-19.2%	1.5%
	Radio	4,558	4,241	3,912	-329	-7.8%	1.0%
	Television	173,212	171,831	174,416	2,585	1.5%	44.0%
	Subtotal	205,608	200,921	199,472	-1,449	-0.7%	50.3%
	Internet media	34,357	38,647	44,653	6,006	15.5%	11.3%
	Outdoor media	11,669	12,829	11,487	-1,342	-10.5%	2.9%
	Creative	49,699	54,112	56,028	1,916	3.5%	14.1%
	Marketing/Promotion	70,022	77,659	78,654	995	1.3%	19.8%
	Others	5,146	6,321	6,483	162	2.6%	1.6%
	Subtotal	170,894	189,570	197,307	7,737	4.1%	49.7%
	Total	376,503	390,491	396,780	6,289	1.6%	100.0%
D a i k o	Newspapers	7,544	8,145	6,137	-2,008	-24.7%	9.3%
	Magazines	829	904	764	-140	-15.5%	1.2%
	Radio	1,276	1,329	1,116	-213	-16.0%	1.7%
	Television	31,763	34,389	30,401	-3,988	-11.6%	46.0%
	Subtotal	41,414	44,769	38,420	-6,349	-14.2%	58.2%
	Internet media	3,007	3,729	4,229	500	13.4%	6.4%
	Outdoor media	4,703	5,060	4,539	-521	-10.3%	6.9%
	Creative	5,738	6,264	6,507	243	3.9%	9.9%
	Marketing/Promotion	12,115	11,811	11,472	-339	-2.9%	17.4%
	Others	1,332	1,017	869	-148	-14.6%	1.3%
	Subtotal	26,897	27,883	27,619	-264	-0.9%	41.8%
	Total	68,312	72,652	66,040	-6,612	-9.1%	100.0%
Y o m i k o	Newspapers	3,393	2,660	2,545	-115	-4.3%	6.6%
	Magazines	571	625	799	174	27.8%	2.1%
	Radio	889	663	633	-30	-4.5%	1.6%
	Television	13,766	14,226	13,088	-1,138	-8.0%	33.7%
	Subtotal	18,621	18,176	17,066	-1,110	-6.1%	44.0%
	Internet media	1,791	2,131	2,553	422	19.8%	6.6%
	Outdoor media	1,752	1,469	1,818	349	23.8%	4.7%
	Creative	4,582	4,348	4,291	-57	-1.3%	11.1%
	Marketing/Promotion	12,390	11,720	11,471	-249	-2.1%	29.6%
	Others	927	1,473	1,595	122	8.3%	4.1%
	Subtotal	21,445	21,144	21,730	586	2.8%	56.0%
	Total	40,066	39,320	38,797	-523	-1.3%	100.0%

（２）Major Changes (Largest Increases and Decreases) for October 2018

October		Cumulative
Major Changed		Major Changed
Largest Increases	Largest Decreases	Largest Increases	Largest Decreases
Hakuhodo	Restaurant/Services	Games/Sporting goods/Hobby supplies	Restaurant/Services	Automobiles/Related products
	Information/Communications	Beverages/Cigarettes/Luxury foods	Information/Communications	Games/Sporting goods/Hobby supplies
	Cosmetics/Toiletries	Transportation/Leisure	Cosmetics/Toiletries	Apparel/Accessories
Daiko	Information/Communications	Government/Organizations	Finance/Insurance	Classified advertising/Other
	Home electric appliances/AV equipment	Foodstuffs	Information/Communications	Beverages/Cigarettes/Luxury foods
	Precision machinery/Office supplies	Beverages/Cigarettes/Luxury foods	Foodstuffs	Government/Organizations
Yomiko	Distribution/Retailing	Foodstuffs	Beverages/Cigarettes/Luxury foods	Automobiles/Related products
	Beverages/Cigarettes/Luxury foods	Automobiles/Related products	Energy/Material/Machinery	Foodstuffs
	Real estate/Housing facilities	Information/Communications	Distribution/Retailing	Real estate/Housing facilities

※

For each set of figures, the total may not match the sum because figures are rounded down to the nearest million yen.

※

Billings include the following advertising services.

"Newspapers","Magazines","Radio" and"Television" are the total expenses for placement of domestic and export advertising.

"Television" includes advertising expenses for CS/BS media related.

"Internet media" are the transactions for placement of advertising spots on the Internet and cell phones. However, transactions concerned with creating and producing advertisements for the Internet and cell phones are included in"Creative". "Outdoor media" is the total of space charge and production billings involving outdoor advertising, train and other transportation advertising, insertions and other advertising media.

"Creative" includes billings for creating and producing advertisements for newspapers, magazines, radio, television and the Internet, including contract money for advertising performers.

"Marketing/promotion" includes transactions concerned with consulting, planning and surveys in the marketing, communication and brand management domains, and other consulting, planning and implementation transactions in such areas as sales promotion, special events, public relations and customer relationship management. "Others" includes transactions concerned with sports, entertainment and other similar content.

※

Figures in this Monthly Billings Report are based on the monthly billings of the company's three main advertising agencies and have not been audited by an independent auditor. Accordingly, there may be discrepancies between these figures and the company's Consolidated Financial Results.