According to data provided by JEITA, Japanese domestic shipment volume of LCD televisions grew 94.5% annually in 2004 to 2.4 million units. It marked the third straight year with a near 100% growth rate. The Olympic Games in Athens and the general eco-friendly image of LCD televisions contributed to the increase in shipments. Sharp had the largest shipment share in 2004 with approximately 50%, as it has an extensive lineup of different LCD television models. However, its shipment share fell by 6.5 percentage points due to increasing competition. Sony increased its share by 5.7 percentage points to 18.6%, mainly because it lowered prices and had an aggressive promotional campaign in the Christmas holiday period. Matsushita saw a slight decrease in its share to 17.7% as it put more emphasis on plasma televisions.