Get the ″Maleclassified Material″! The latest list of “100 Prices” of popular talents and athletes’ latest commercials!
Shohei Otani's "out of standard" price, Hitoshi Matsumoto's "unmeasurable", and other celebrities who have improved their reputation, the former Johnny's, and this year's "Queen"?
The Queen Draws Strength from Romantic Scandal
“A keyword that immediately stands out is ‘global.’ And being clean. To achieve high-level performance, there’s no time for scandals. Therefore, the popularity is high across all generations. This also applies to shogi player Sota Fujii (22). On the other hand, in NPB, only Munetaka Murakami (24) is listed. This doesn’t mean that professional baseball’s popularity is declining; stadiums are bustling. In other words, professional baseball has shifted from a ‘national sport’ to a locally-focused sport. In regional areas, you can see TV commercials featuring local team players,” says Kumao Oyama, a writer knowledgeable about the TV industry.
Regarding the Paris Olympics, A-san asserts that winning a gold medal does not necessarily translate to high contract fees.
“Coverage is limited to the duration of the event, which happens once every four years. The news volume is absolutely low, and the advertising effect is poor. However, exceptions exist. If a character and story are widely recognized by the public, they will make news repeatedly over a long period. For instance, the unexpected second-round loss and tears of Uta Abe (24). Her quest for revenge in the next Los Angeles Olympics and her sibling story with Hifumi (26) will surely touch viewers.”
For actors and talents, their equivalent to the news volume of athletes is their entertainment activities. Exposure in movies, stage performances, dramas, etc.—In this regard, Haruka Ayase (39), who has appeared in NHK Taiga dramas twice and hosted the Kohaku Uta Gassen three times, is highly rated.
“The clients are major companies like Coca-Cola Japan and Uniqlo. She is a fitting presence as the CM queen. Despite recent reports of her romance with Jesse (28) from SixTONES, a glamorous love life is acceptable for actresses and might even broaden her acting range. In fact, her contract fee might increase,” says an advertising analyst.
The list features winners of the Japan Academy Prize and Blue Ribbon Awards. According to this analyst, the CM for Kao’s ‘Attack ZERO,’ featuring top-tier talents like Tori Matsuzaka (35) and Masaki Suda (31), is highly regarded within the industry.
“While there has been a trend of casting men in detergent commercials for some time, the strategy of using them as a group under ‘#LoveLaundry’ was brilliant. Moreover, all of them are unique and handsome, which has firmly captured housewives’ hearts. Kao, competing with P&G for market dominance, has concentrated its advertising budget on Attack ZERO. According to last year’s consolidated financial results, the company’s advertising expenses were about 76 billion yen, so the fees paid to these talents are relatively modest.”
