On August 8th, Video Research Ltd. once again released various statistics about the usage of commercials in the first half of 2012. As usual, they concentrated their analysis on the three main regions of Japan (Kanto, Kansai, and Nagoya) and the five main commercial networks.
The results show that the amount of commercials slightly increased again by 3% in all three regions compared to last year. Especially the number of commercials that air during a program recorded a sharp increase by more than 20%, while the number of spots that air in between programs haven’t changed much. Looking at the different categories of commercials, it’s the general automobile commercials that eventually climbed up at the top again with an extreme increase of 161.1% in Kanto, 164.3% in Kanto, and 161.9% in Nagoya.
After suffering from the Great Tohoku Earthquake last year, the automobile industry are experiencing tailwind again this year. The eco-car tax reduction also caused an increasing number of commercials (approximately 150%) for light motor vehicles in all three regions.
When looking at the talents used in commercials, it was actress Ueto Aya that claimed the top in all three regions again. Actress Takei Emi claimed second place in Kanto, while AKB48’s Oshima Yuko came in second place in Kansai and Nagoya. Third place went to AKB48’s Maeda Atsuko in all three regions. Two people experienced huge boost during the first half of 2012, actress Gouriki Ayame and actor/comedian Takada Junji, who both jumped from the 300th place and beyond into the top 20 in all three regions.
You can check out the talent rankings below!
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CM Exposure Ranking of the Kanto Region
01 – 158,325 seconds – 9,649 spots – Ueto Aya (previous year: 1)
02 – 116,505 seconds – 7,364 spots – Takei Emi (previous year: 10)
03 – 109,095 seconds – 6,485 spots – Maeda Atsuko (previous year: 4)
04 – 104,430 seconds – 5,314 spots – Gouriki Ayame (previous year: 388)
05 – 102,495 seconds – 6,219 spots – Oshima Yuko (previous year: 3)
06 – 96,615 seconds – 6,093 spots – Sasaki Nozomi (previous year: 19)
07 – 95,295 seconds – 5,682 spots – Higuchi Kanako (previous year: 16)
08 – 94,915 seconds – 5,423 spots – Ayase Haruka (previous year: 14)
09 – 93,780 seconds – 5,541 spots – Takahashi Minami (previous year: 12)
10 – 92,175 seconds – 5,555 spots – Dante Carver (previous year: 6)
11 – 90,370 seconds – 5,349 spots – Shinoda Mariko (previous year: 7)
12 – 89,190 seconds – 5,249 spots – Kojima Haruna (previous year: 11)
13 – 87,285 seconds – 4,272 spots – Matsuki Rina (previous year: 9)
14 – 85,740 seconds – 5,454 spots – Takada Junji (previous year: 300)
15 – 85,635 seconds – 5,217 spots – Watanabe Mayu (previous year: 21)
16 – 85,545 seconds – 5,182 spots – Kashiwagi Yuki (previous year: 17)
17 – 85,320 seconds – 5,611 spots – Sato Ryuta (previous year: 67)
18 – 78,885 seconds – 4,767 spots – Itano Tomomi (previous year: 13)
19 – 71,445 seconds – 4,306 spots – Aoi Yuu (previous year: 71)
20 – 70,155 seconds – 3,969 spots – Kimura Takuya (previous year: 38)
CM Exposure Ranking of the Kansai Region
01 – 157,665 seconds – 9,245 spots – Ueto Aya (previous year: 1)
02 – 107,850 seconds – 6,642 spots – Oshima Yuko (previous year: 2)
03 – 105,975 seconds – 6,401 spots – Maeda Atsuko (previous year: 4)
04 – 99,045 seconds – 5,973 spots – Takahashi Minami (previous year: 10)
05 – 97,185 seconds – 5,915 spots – Shinoda Mariko (previous year: 6)
06 – 95,535 seconds – 6,008 spots – Takei Emi (previous year: 12)
07 – 89,520 seconds – 5,407 spots – Kojima Haruna (previous year: 13)
08 – 89,465 seconds – 4,918 spots – Ayase Haruka (previous year: 8)
09 – 86,835 seconds – 5,348 spots – Watanabe Mayu (previous year: 16)
10 – 84,165 seconds – 5,159 spots – Kashiwagi Yuki (previous year: 18)
11 – 83,415 seconds – 5,482 spots – Sato Ryuta (previous year: 50)
12 – 82,350 seconds – 4,048 spots – Gouriki Ayame (previous year: 635)
13 – 78,750 seconds – 4,970 spots – Becky (previous year: 7)
14 – 74,460 seconds – 4,487 spots – Yokoyama Yui (previous year: 61)
15 – 72,525 seconds – 4,655 spots – Takada Junji (previous year: 328)
16 – 70,800 seconds – 4,143 spots – Higuchi Kanako (previous year: 24)
17 – 69,960 seconds – 3,100 spots – Karasawa Toshiaki (previous year: 5)
18 – 69,930 seconds – 4,249 spots – Sashihara Rino (previous year: 28)
19 – 69,000 seconds – 4,190 spots – Itano Tomomi (previous year: 19)
20 – 68,220 seconds – 4,031 spots – Dante Carver (previous year: 9)
CM Exposure Ranking of the Nagoya Region
01 – 138,330 seconds – 8,551 spots – Ueto Aya (previous year: 1)
02 – 108,810 seconds – 6,724 spots – Oshima Yuko (previous year: 4)
03 – 106,050 seconds – 6,432 spots – Maeda Atsuko (previous year: 2)
04 – 100,890 seconds – 6,332 spots – Takei Emi (previous year: 8)
05 – 93,630 seconds – 5,796 spots – Kashiwagi Yuki (previous year: 12)
06 – 89,205 seconds – 5,331 spots – Takahashi Minami (previous year: 10)
07 – 86,760 seconds – 5,707 spots – Sato Ryuta (previous year: 48)
08 – 86,580 seconds – 5,332 spots – Watanabe Mayu (previous year: 19)
09 – 85,365 seconds – 5,143 spots – Shinoda Mariko (previous year: 6)
10 – 84,060 seconds – 5,227 spots – Itano Tomomi (previous year: 13)
11 – 82,395 seconds – 3,983 spots – Gouriki Ayame (previous year: 523)
12 – 81,715 seconds – 4,977 spots – Karina (previous year: 3)
13 – 81,510 seconds – 5,023 spots – Sashihara Rino (previous year: 28)
14 – 78,930 seconds – 4,412 spots – Ayase Haruka (previous year: 11)
15 – 77,055 seconds – 4,589 spots – Kojima Haruna (previous year: 18)
16 – 75,330 seconds – 4,520 spots – Higuchi Kanako (previous year: 16)
17 – 70,980 seconds – 4,295 spots – Dante Carver (previous year: 7)
18 – 68,085 seconds – 4,102 spots – Yokoyama Yui (previous year: 71)
19 – 65,010 seconds – 4,153 spots – Takada Junji (previous year: 338)
20 – 63,405 seconds – 3,781 spots – Aoi Yuu (previous year: 49)
Sources: Video Research Ltd. (1,2,3,4)
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