Get the ″Maleclassified Material″! The latest list of “100 Prices” of popular talents and athletes’ latest commercials!

Mr. A, an advertising agency executive whom I have met many times for interviews, seemed to be very excited this time. The reason for this was immediately apparent. At the top of the list he presented to the reporter, he found the words “Shohei Otani, 900 million yen.

I’ve been in this business for a long time, but I’ve never seen a sum like this. I think it is the highest amount in the history of Japanese commercials.

Ohtani, who signed a 10-year, ¥104 billion contract with the Dodgers, the highest contract in the history of professional sports, was also out of the ordinary in terms of commercial contract fees.

The first factor that determines an athlete’s advertising contract fee is the amount of news. Japanese people expect the most from athletes when they are active overseas. If they are very successful, the media will report it widely, and if they are in a slump, the amount of news will decrease drastically. In golf, terrestrial broadcasts of overseas tournaments for both men and women are decreasing, and winter sports are short in duration. Baseball, on the other hand, has more live broadcasts, more games, and a longer season. Athletes have positive images such as ‘refreshing,’ ‘hard work,’ ‘challenging,’ and ‘healthy. This, combined with the daily news that they “cherish their families,” “are highly regarded by foreign media,” and “are inspirational,” creates a sense of “empathy. Considering the current situation in which a large amount of news about Otani is reported almost every day, this explains the outstanding advertising contract fees.

The following is a list of the latest “annual contract fees for commercials” compiled by FRIDAY based on data obtained independently and interviews with advertising agencies and major entertainment professionals.

The amounts are quotes to be used as a basis for negotiations, and prices increase or decrease depending on the terms of the contract.

The Queen also feeds off reports of her passionate love life.

The key word that is immediately recognizable at a glance is ‘world. And to be clean. To be active at a high level, there is no time for scandals. That’s why she is highly favorable to people of all ages. This is also true for Sota Fujii (22), a professional Go player. On the other hand, only Munetaka Murakami (24) is in the NPB. The popularity of professional baseball is not declining, and stadiums are all booming. In other words, professional baseball has gone from being a “national sport” to a local sport with close ties to the community. When you go to the countryside, you can see TV commercials featuring players from the local team,” says Oyama Kumao, a writer who is familiar with the TV industry.

Mr. A asserts that winning a gold medal at the Paris Olympics does not equate to a high contract fee.

The Olympics are only covered during the Games period, and the Games are held once every four years. The amount of news is absolutely small, and the advertising effect is poor. However, there are exceptions. If the characters and stories are widely recognized by the public, they will be in the news many times over a long period of time. Take, for example, Abe Uta (24), who unexpectedly lost in the second round and was reduced to tears. The story of her and her brother Kazumi (26), who is trying to get revenge at the next Olympics in Los Angeles, will surely strike a chord with viewers.

In the case of actors and TV personalities, their entertainment activities are equivalent to the amount of news that athletes receive. How exposed they are to movies, stage performances, and dramas – in this regard, Haruka Ayase (39), who has appeared twice in NHK’s Taiga Drama and hosted the Kohaku Uta Gassen three times, is highly regarded.

Her clients are all major companies, including Coca-Cola Japan and Uniqlo, and she is a worthy choice to be the queen of commercials. She was reportedly romantically involved with Jesse (28) of “Six Tones,” but actresses can also have glamorous love affairs, which will broaden the scope of their acting. In fact, the contract fee will probably go up” (advertising analyst).

The list is lined with winners of the Japan Academy Prize and the Blue Ribbon Award. According to this analyst, the commercial for Kao’s Attack Zero, which lavishly features top-ranked actors such as Momori Matsuzaka (35) and Masaki Suda (31), is highly regarded in the industry.

The strategy of using a group of men in a detergent commercial as the “#Laundry Aishiteru Kai” is brilliant. Moreover, all of them are good-looking men with strong personalities. Kao, which is competing with P&G for supremacy, is concentrating its advertising budget on Attack ZERO as its leading brand. According to last year’s consolidated financial results, Kao’s advertising budget is approximately 76 billion yen, so the fee paid to them is a small price to pay.

The brightest and darkest are the former Johnny’s talents. Since the sexual assault issue became global news, there has been an increase in cancellations and voluntary refraining from signing new contracts. From the viewpoint of respecting the human rights of the talents not directly involved in the sexual assault issue, Kirin Holdings used Ren Meguro (27) of Snow Man in a commercial for Kirin Beer Sunny Wind, but a producer at a key station said, “Global companies are hesitant to do so.

Shiyoh Hirano (27) is also being used by McDonald’s, but Takuya Kimura (51) has zero commercials in which he appears. The former Johnny’s are probably only used in commercials for the domestic market as Galapagos talents. Now that they have become infamous around the world, it is tough for them to appear in commercials for global clients. The president of Suntory Holdings, in a press conference held after the incident, said, ‘Using Galapagos Talent in a commercial would be an admission of child abuse by the company, and would be the target of international criticism.

Matsumoto Hitoshi (60), who was valued at 100 million yen last year, is now “unmeasurable. A commercial broadcaster executive said, “Even if he wins the case against Bungei Shunju, major companies will avoid using him.

She will be out as soon as the details of her sexual assaults are disclosed at trial, and she will no longer be used in TV commercials.”

Perhaps as a hedge against risk, the use of animated and computer-generated characters in TV commercials has been on the rise recently. Only a handful of standouts are able to command the high salaries.

From the August 16, 2024 issue of FRIDAY