Ads in Summer Dramas: The Surprising Risks and the Dramatic Increase in “Advertisements in Plays” in Summer Drama Series

Geki 9″ “Cinderella in Midsummer” (Fuji TV), which reached its final episode on September 18, employed an advertising method that was rare in Japan from the first episode. It attracted a lot of attention.

In the scene where the main characters, including Nana Mori (22) and Shotaro Mamiya (30), have a home party, they drink “Kinmugi” and “The Premium Malts” from Suntory, the sponsor of the program. This is a method called “product placement” that incorporates advertising products into the content to make it more natural and appealing.

In South Korea, where broadcasting laws only allow commercials before and after a program, this technique has become a common practice, but this and other summer dramas have been notable for their use of this technique.

In the third episode of “Trillion Game” (TBS), a drama starring Ren Meguro (26) of Snow Man, there was a scene in which Meguro offers Mio Imada (26) a bottle of Kirin Lager Beer, the sponsor of the show.

Meguro is featured in an advertisement for “Afternoon Tea” and Imada for “Kirin Whiskey Riku. The Friday drama slot on TBS, where “Trillion Game” was broadcast, has been sponsored by Kirin Beer for many years. The sponsor’s intentions are often reflected from the casting stage. This time, they have incorporated product placement as well.

In the “Ryugi of Evening Drinks” series (TV Tokyo) starring Chiaki Kuriyama (39), which aired its second season this summer, the main character is promised to drink Suntory’s “Kinmugi,” a sponsor of the series, in the evening.

Since the success of “Solo no Gourmet,” TV Tokyo has been focusing on “rice-terrorism” works in the late-night slot, and the product placement is very effective. Since the productions are sponsored by Suntory, we should see an increase in similar “Meitero” productions in the future” (producer, TV station).

One of the reasons for the increase in product placement in Japan seems to be the establishment of the missed programming distribution system.

The TVer system often shows commercials from different sponsors than when the program was broadcast on terrestrial TV, which diminishes the advantage of having a corporate sponsor. In this respect, the risk can be avoided with in-play advertisements.

Entertainment agencies also have advantages.

As the earlier “Trillion Game” illustrates, it has become easier for sponsors of broadcast slots in dramas to cast actors they use in their own advertisements. When signing an advertising contract, it is written in the contract that a stipulated amount of money will be paid if separate filming occurs, so there are cases where the actors are charged a separate advertising fee for advertising in the play. It is ″taste twice as good with one grain of rice″ (entertainment industry executive).

On the other hand, the aforementioned ad agency official points out that “product placement involves risks on the sponsor’s side.

For example, if an actor is involved in a scandal, the commercial sponsor can take measures such as suspending or replacing the broadcast, or not renewing the contract. With product placement, however, the actor will remain in the drama or other production for a long time, and this will tarnish the image of the product.

As viewing styles diversify, advertising and risk management also need to be devised.