Unveiling the Attention Rate for the Hit Morning Drama Tora ni Tsubasa!
July was amazing! We can see which episodes had viewers hooked! The highly successful "Tiger and Wings" has finished airing. It is a profound human drama about a heroine who suffers as Japan's first female judge during the turbulent period before and after the Pacific War. We conducted our own survey to find out which episode was the most watched!
A roundup of which episodes had viewers hooked.
The NHK morning drama series Tora ni Tsubasa concluded with a summary episode on September 28. Despite tackling serious themes like women’s social advancement and the nature of law, it became an unprecedented hit. A closer look at which episodes truly captivated viewers revealed surprising results.
Rather than just the typical ratings that increase when the TV is on, a company analyzed Tora ni Tsubasa based on how much viewers were glued to the screen, measured as “attention rate”. The analysis was conducted by TV viewing data analysis company Revisio (referred to as “R” company hereafter). According to R company’s proprietary research, Tora ni Tsubasa scored high in attention rate compared to the last five morning dramas (the survey covered up to the September 7 episode out of 130 total episodes). Saori Yasutake, R company’s PR and Marketing Representative, shared her insights.
“The level of attention often depends on whether viewers can emotionally connect with the drama on a personal level. In Tora ni Tsubasa, the journey of the protagonist Torako (played by Sairi Ito) as she grows from a student to a judge resonates deeply with audiences, drawing high attention across all genders and age groups. Notably, executives like business owners and board members showed a high level of engagement. The show likely inspired viewers to reflect on what qualities define a female leader in today’s world,” explained Yasutake.
She continued with an explanation of R company’s attention measurement method:
“We measure how much time viewers actually spend watching the screen. We install sensors in general households’ TVs to detect whether viewers are facing the screen based on skeletal structure. If 70 out of 100 people present are watching, the attention rate would be 70%. Simply having the TV on doesn’t increase attention rate, even if ratings are high. The viewership ratings shown in the table were also independently researched by our company. Currently, about 2,600 households (around 6,300 people) participate in this study.”
Struggling to Balance Family and Work
Let’s take a closer look at Tora ni Tsubasa’s episode-specific attention rankings. Notably, the July episodes, including the top-ranking Episode 76 (aired July 15), secured four spots in the top 10. Revisio’s Customer Success representative, Taichi Aoyagi, explains:
“In July, the story shifted from Tokyo to Niigata, introducing many new characters. This period marks Torako’s rise as the first female branch chief at Niigata’s court. While motivated in her judicial role, she begins to struggle with balancing family and work. July was a turning point in the plot.”
While Episode 76 ranked highest in attention rate, its household viewership ranking was only 97th.
“Morning dramas run for a long time, so some viewers start watching after checking out social media reviews. Tora ni Tsubasa premiered in April, quickly earning acclaim across media. This likely led to a viewership rise in June, but we saw some viewers drop off in July. On the flip side, those who continued watching in July were highly engaged,” Yasutake adds.
The rankings show differences in attention between male and female viewers. For example, Episode 29 (aired May 9) ranked 3rd in attention among women but only 50th among men.
“In Episode 29, student Torako takes her advanced exams, triumphing despite unexpected period pain and illness. Her struggle as a female student in a traditionally male-dominated field captivated female viewers. Male viewers may have found her dramatic growth less relatable,” Aoyagi notes.
On the other hand, Episode 66 (aired July 1) saw high attention from male viewers, ranking 1st among men but only 85th among women.
“This episode focuses on Torako actively working as a judge. Male viewers seemed moved, rooting for her as a young, ambitious woman. Meanwhile, female viewers may have found it hard to watch as Torako’s role as a mother is sidelined, with scenes suggesting a neglect of family duties—a reality many would rather avoid,” he continues.
Entertainment reporter Masako Hasegawa believes lead actress Sairi Ito’s powerful performance contributed to the show’s high attention rate.
“Previous morning drama heroines often had a delicate demeanor, but Ito’s Torako is grounded and inspiring, offering viewers a refreshing presence. A lawyer friend of mine even visited the Nagoya City Archives, which was used as Tokyo District Court in the show. Ito’s acting resonated deeply, even with professionals.”
The Tiger and Her Wings has earned a place in the history of morning dramas, thanks to Torako’s resilient and compelling journey.
From “FRIDAY” October 18 and 25, 2024
PHOTO： Ippei Hara
