Exclusive Ranking Reveals Attention Time for Popular Actresses in TV Commercials

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