Shows featuring ordinary people are more popular than celebrities…? The latest data is now available! Variety “Screen Attachment Level” Ranking

The main characters in the top three programs are “ordinary people

There were about 120 regular variety shows broadcast on commercial key stations between July 1 and September 30. Which of these programs really caught the viewers’ attention?　We ranked them from our own perspective, which is different from the viewership ratings.

The table on the next page shows the top 30 programs ranked based on the results of R’s survey of the 120 programs introduced at the beginning of this report. The table on the next page shows the ranking of the top 30 programs. Before explaining the individual programs, I would like to explain the measurement method, as Sori Yasutake, in charge of PR and marketing at R Corp.

The degree of nail-biting is measured by how much the viewer’s eyes are fixed on the TV screen. If a viewer is watching while doing something else, he or she is often not looking at the screen, so even if the viewership rate is high, the nail-biting level will not increase. Sensors are installed in ordinary household TVs to measure whether the skeletons of registered viewers are facing the screen. For example, if 70 out of 100 people in front of the TV are looking at the screen, the degree of nailing is 70%. （The viewership ratings (shown in the table) are also based on our own research. Currently, we have about 2,600 households (about 6,300 people) cooperating with us.”

Let’s take a look at the rankings.

No. 1: “Sekai! Nippon go-to person ouendan” (Nippon go-to person ouendan)

No. 2: “Kaiun! Nandemo Kanteidan

No. 3: “Can I Follow You Home?

The top three are all TV Tokyo programs. Entertainment reporter Mayuko Kikuchi analyzes the background.

TV Tokyo has a limited budget compared to other stations. Therefore, the programs are less likely to feature famous celebrities, and the main characters in the top three programs are ordinary people. The content is naturally documentary-like, and viewers are likely to be glued to the TV set because they can’t read what is going on. On the other hand, the ranking shows that there are surprisingly few programs featuring major celebrities. Programs featuring celebrities are structured according to a scenario, and the development is easy to read, so there is no need to pay close attention to them. Even if the viewer ratings are good, the degree to which they are watched may not be high.

Differences in Overseas Programs between Men and Women

Looking at the lineup of the top 30, programs dealing with overseas and foreign travel, such as “ Nippon Wanna Go” (No. 1) and “Sekai no Hatto de Itte Q! (NTV). Mr. Yasutake, the aforementioned TV programmer, comments.

The COVID-19 crisis has dawned and overseas filming has become possible, and the content of the programs has begun to improve. Viewers have finally started to turn their interest to foreign countries.

However, it seems that men and women pay very different attention to “foreign” programs.

The No. 1 program, “I want to go to Nippon,” is No. 2 in terms of male viewers’ attention, but No. 9 for female viewers. The content of this program is to ask foreigners who are interested in Japan why they are interested in coming to Japan and support their visit. The theme is to discover unexpected charms of Japan. It may be that the show is attracting men’s interest from a business perspective of discovering unexpected inbound demand,” said Yasutake.

While “Itte Q,” which ranked fourth, was the most popular program among women, it did not attract as many men as it did among men (No. 18).

It has a lot of content that appeals to women, such as the “Devi Girls’ Club. The main focus is on interesting foreign countries, rather than on conveying the charms of Japan. Female comedians often go on tough location shoots in unexplored areas, and I think that their challenges and the spectacular views they arrive at are what keep the female viewers hooked.

Other top-ranked programs also show the difference in tastes between men and women, according to Mr. Taichi Aoyagi, in charge of customer success at R Corp.

The second-ranked program, “Nandemo Kanteidan,” attracts the most male viewers, but not many young viewers in their teens and 20s watch it, while older viewers are more interested in it. It is said that many men are collectors. It is likely that elderly men who have lived in the same house for many years are watching intently, imagining that there are “treasures” among their collectibles.
The seventh-ranked program, “Let Snow Man Do It” (TBS), ranked third in terms of female attention. It is clear that handsome men such as Ren Meguro are leading the popularity among women. Animal dramas” used to be popular among women, but only “Aha! Minna no Zoo” (Nippon TV) and “Sakaue Dobutsu Oukoku” (Fuji TV) ranked at No. 16 and No. 28, respectively. Nowadays, videos of cute dogs and cats are readily available on SNS. I have the impression that they have completely stolen the show from us.

The elements that attract male or female viewers are completely different, depending on the target audience.

From the November 1-8, 2024 issue of “FRIDAY