HAKUHODO DY INCORPORATED : Monthly Sales September 2018

October 10, 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. September 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 September 2018 (Single month)

(Millions of yen)

September
FY2016	FY2017	FY2018	YoY comparisons		FY2018
		Results	Change	（%)	Share (%)
H a k u h o d o	Newspapers	2,779	2,413	2,236	-177	-7.3%	3.6%
	Magazines	1,445	1,359	1,138	-221	-16.3%	1.8%
	Radio	687	584	562	-22	-3.8%	0.9%
	Television	25,776	23,508	25,195	1,687	7.2%	40.8%
	Subtotal	30,689	27,866	29,133	1,267	4.5%	47.2%
	Internet media	5,298	5,433	6,314	881	16.2%	10.2%
	Outdoor media	1,777	1,787	1,597	-190	-10.6%	2.6%
	Creative	8,726	9,611	9,441	-170	-1.8%	15.3%
	Marketing/Promotion	12,361	13,077	14,145	1,068	8.2%	22.9%
	Others	961	1,168	1,123	-45	-3.9%	1.8%
	Subtotal	29,125	31,078	32,622	1,544	5.0%	52.8%
	Total	59,814	58,944	61,756	2,812	4.8%	100.0%
D a i k o	Newspapers	1,241	1,320	923	-397	-30.1%	9.4%
	Magazines	85	110	110	0	0.0%	1.1%
	Radio	180	176	146	-30	-17.0%	1.5%
	Television	4,553	4,996	4,554	-442	-8.8%	46.5%
	Subtotal	6,061	6,603	5,735	-868	-13.1%	58.5%
	Internet media	440	523	620	97	18.5%	6.3%
	Outdoor media	567	931	513	-418	-44.9%	5.2%
	Creative	1,300	1,093	1,276	183	16.7%	13.0%
	Marketing/Promotion	2,502	2,154	1,659	-495	-23.0%	16.9%
	Others	238	111	-8	-119	-107.2%	-0.1%
	Subtotal	5,049	4,814	4,062	-752	-15.6%	41.5%
	Total	11,110	11,418	9,798	-1,620	-14.2%	100.0%
Y o m i k o	Newspapers	413	458	365	-93	-20.3%	5.4%
	Magazines	78	75	98	23	30.7%	1.4%
	Radio	114	83	94	11	13.3%	1.4%
	Television	2,045	1,994	2,350	356	17.9%	34.5%
	Subtotal	2,651	2,612	2,908	296	11.3%	42.7%
	Internet media	328	329	326	-3	-0.9%	4.8%
	Outdoor media	327	222	176	-46	-20.7%	2.6%
	Creative	747	770	791	21	2.7%	11.6%
	Marketing/Promotion	2,471	2,433	2,326	-107	-4.4%	34.1%
	Others	107	268	284	16	6.0%	4.2%
	Subtotal	3,983	4,024	3,906	-118	-2.9%	57.3%
	Total	6,634	6,637	6,814	177	2.7%	100.0%

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

(Millions of yen)

September （Cumulative）
FY2016	FY2017	FY2018	YoY comparisons		FY2018
		Results	Change	（%)	Share (%)
H a k u h o d o	Newspapers	16,849	14,544	12,695	-1,849	-12.7%	3.8%
	Magazines	6,688	5,998	4,868	-1,130	-18.8%	1.4%
	Radio	3,901	3,646	3,262	-384	-10.5%	1.0%
	Television	145,788	146,214	147,780	1,566	1.1%	43.9%
	Subtotal	173,227	170,403	168,607	-1,796	-1.1%	50.1%
	Internet media	28,476	32,236	37,676	5,440	16.9%	11.2%
	Outdoor media	10,337	11,360	9,956	-1,404	-12.4%	3.0%
	Creative	43,301	47,128	47,958	830	1.8%	14.3%
	Marketing/Promotion	58,698	65,167	66,921	1,754	2.7%	19.9%
	Others	4,206	5,293	5,405	112	2.1%	1.6%
	Subtotal	145,019	161,186	167,918	6,732	4.2%	49.9%
	Total	318,246	331,589	336,525	4,936	1.5%	100.0%
D a i k o	Newspapers	6,575	6,649	5,244	-1,405	-21.1%	9.2%
	Magazines	667	726	593	-133	-18.3%	1.0%
	Radio	1,090	1,123	983	-140	-12.5%	1.7%
	Television	26,989	29,671	26,375	-3,296	-11.1%	46.1%
	Subtotal	35,323	38,170	33,197	-4,973	-13.0%	58.1%
	Internet media	2,550	3,221	3,696	475	14.7%	6.5%
	Outdoor media	4,043	4,332	3,934	-398	-9.2%	6.9%
	Creative	4,838	5,194	5,612	418	8.0%	9.8%
	Marketing/Promotion	10,455	9,958	10,070	112	1.1%	17.6%
	Others	1,087	735	650	-85	-11.6%	1.1%
	Subtotal	22,975	23,442	23,964	522	2.2%	41.9%
	Total	58,299	61,612	57,161	-4,451	-7.2%	100.0%
Y o m i k o	Newspapers	2,824	2,263	2,157	-106	-4.7%	6.5%
	Magazines	465	471	676	205	43.5%	2.0%
	Radio	751	556	512	-44	-7.9%	1.5%
	Television	11,655	12,095	11,377	-718	-5.9%	34.1%
	Subtotal	15,696	15,386	14,725	-661	-4.3%	44.1%
	Internet media	1,590	1,736	2,102	366	21.1%	6.3%
	Outdoor media	1,535	1,247	1,529	282	22.6%	4.6%
	Creative	4,083	3,711	3,785	74	2.0%	11.3%
	Marketing/Promotion	10,525	10,448	9,915	-533	-5.1%	29.7%
	Others	716	1,253	1,316	63	5.0%	3.9%
	Subtotal	18,451	18,397	18,649	252	1.4%	55.9%
	Total	34,148	33,784	33,375	-409	-1.2%	100.0%

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

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

※

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.