Exclusive Ranking Reveals Attention Time for Popular Actresses in TV Commercials

The real degree of attention an actress or talent receives does not necessarily correspond to the number of commercial appearances.

This was proven by REVISIO (hereafter “R”), a TV viewing data analysis company, which analyzed approximately 4,300 commercials aired over a six-month period from December of last year to May of this year. Using its own research method, the company compiled the cumulative number of seconds that viewers watched the commercials for each actress in the ranking below, “Top 30 Most Viewed Commercials” (amount of viewing). The results are surprising when compared to the “Number of companies that have used her in commercials.

Before we discuss the individual actresses, let us introduce the measurement method used by Company R. Sori Yasutake, in charge of public relations and marketing, said, “In the Kanto area, there are 2,000 households (about 48%).

We have about 2,000 households (about 4,800 viewers) in the Kanto region and 600 households (about 1,500 viewers) in the Kansai region. We measure how much the viewer gazes at the TV screen. The amount of gazing does not increase if the viewer is watching the screen while doing other work, because the screen is often not being watched. The higher the number, the more the viewers are attracted to the commercial, and the more the actress is a focus of attention. Since the amount of time spent watching a commercial is a cumulative total, actresses who have appeared in a greater number of commercials naturally have an advantage. Even so, there is an inversion phenomenon that differs from the ranking of the number of companies using an actress.

Nagasawa’s Kansai dialect.

Looking at the top four actresses in terms of the amount of time they have been on the show, it is clear that they have all moved up in the rankings from the number of companies they have been on the show.

No. 1: Masami Nagasawa (37) – No. 3 in the number of companies using her.

No. 2：Satomi Ishihara (37) → No. 6

Yuriko Yoshitaka (36): No. 6

4th : Haruka Ayase (39) → 6th place

The reason for the attention paid to these women is said to be their unexpectedness and the way they make the most of their characteristics.

Ms. Nagasawa’s commercial for “KINCHO Insect Conures” is the one that attracts the most attention. Although Ms. Nagasawa has the image of an authentic actress, in this commercial, she shows off her comical Kansai dialect. The unexpectedness of her performance may be what keeps viewers hooked on her.

The commercials in which Ishihara and Ayase are the focus of attention are said to make good use of their characteristics. Yasutake continues.

Ishihara’s “NTT Docomo iPhone” commercials show her cute reaction when she sees a picture of her dog, while Ayase’s “UNIQLO Impression Pants” commercials are popular for her refreshing businesswoman performance. On the other hand, the amount of attention tends to be low when actresses fail to take advantage of their characteristics. In “Daiichi Sankyo Loxonin S Premium Fine,” Ms. Ishihara explains the benefits of the drug without hesitation, so the amount of attention is not so high.

Haruna Kawaguchi (29) and Suzu Hirose (26) may be at the top of the list in terms of the number of companies that have used them, but they are not highly sought after. The reason is that, like Ishihara and Ayase, their characters are not well-defined.

When asked about the characteristics of Ms. Kawaguchi and Ms. Hirose, the answers will probably vary from person to person. For the production side, it can be said that we are in a period of searching for a commercial that fits perfectly. On the other hand, there are also actresses whose characters are not well established but still rank high. One such actress is Kyoko Yoshine (27), who is ranked ninth in terms of the number of companies that have used her in commercials, but not in terms of the number of companies that have used her. Her line “Otsukare nama desu desu” (“It’s otsukare nama desu”) in “Asahi Beer Asahi Nama Beer” has a big impact,” said the same reporter.

According to entertainment reporter Masako Hasegawa, there are other reasons for Nagasawa’s No. 1 ranking.

Commercials are a rare opportunity to see her. Ms. Kawaguchi, whose ranking was not high, has been starring in an increasing number of dramas, and she has appeared in a large number of commercials, perhaps giving the impression that she is ‘out there again. On the flip side, she is a growing actress with increasing exposure.
Looking at the amount of attention paid to her by men and women, there is no significant difference. It is probably important for everyone, young and old, male and female, to have a favorable impression of the performers’ work. For example, Ms. Ishihara conveys a brightness that shows no signs of fatigue even though she is raising a child, and Ms. Yoshitaka conveys an atmosphere of ‘life looks like fun.

It seems that the rarity of popular actresses is one of the major factors that raise the profile of the commercials.

From the August 9, 2024 issue of FRIDAY