Top Male Actors & Athletes Dominating the Latest CM Rankings!

Captivated by actors you can watch with peace of mind

〈You, who came from Japan, have broken my record. Who could have ever imagined such a thing? Of course, not even I did.〉

A man dressed as Babe Ruth speaks to Shohei Ohtani (30) of the Los Angeles Dodgers. Smiling, Ohtani catches the pure white ball the man tosses to him.

This is a scene from Sumitomo Rubber Industries’ “Dunlop” commercial. Saori Yasutake, a public relations and marketing representative at the television viewership data analysis company “REVISION” (hereafter, R Corporation), explains:

“This commercial had an exceptionally high viewer engagement. Ohtani’s challenge as a two-way player in the majors, his unprecedented records, and the passing down of history from Babe Ruth—all these elements combined with his refreshing image and remarkable achievements made it a standout.”

The table presented ranks male actors and athletes based on how much they captivated viewers in commercials. R Corporation independently analyzed the cumulative time (engagement duration) viewers kept their eyes on the screen. The ranking covers the top 30 among approximately 160 male actors and comedy groups who appeared alone in commercials aired over six months from July to December 2024 (the detailed measurement method is provided at the bottom of the article).

Yasutake continues:

“Since the ranking focuses on male actors, female viewers tend to have a higher engagement time. Women are more likely to be captivated by actors they find likable or comforting to watch. Ryohei Suzuki (41), ranked first, and Takashi Sorimachi (51), ranked third, both appeared in relatively subdued commercials—Suzuki in Kirin Beverage’s ‘Kirin Nama-cha’ and Sorimachi in Toshiba Lifestyle’s ad—where they cheerfully introduce products and services. However, Suzuki’s wide-ranging roles, from historical figures like Saigo Takamori to doctors and teachers, make him a reassuring presence women can easily relate to. Sorimachi, too, once had a rebellious image from his role as a former gang leader-turned-teacher in the drama ‘GTO’ (Fuji TV), but his strong family bonds with his wife, Nanako Matsushima, and their daughters have contributed to his positive reputation as a good husband and father.”

Another notable feature is the presence of athletes in the top rankings, including second-place Shohei Ohtani.

Taichi Aoyagi, a customer success representative at R Corporation, explains:

“Sports figures generally have a clean and refreshing image. The Paris Olympics last summer likely boosted the popularity of athletes. Take Tokito Oda (18), ranked eighth—a rising star who won the gold medal in wheelchair tennis singles at the Paralympics. His scene in Plenus’ ‘Hotto Motto’ commercial, where he enthusiastically enjoys a bento, caught the attention of female viewers who recognized him as that handsome athlete from the Olympics.”

There are also commercials that don’t resonate

Even actors who are not in the top 15 for number of CM contracts are ranked in the list. One such actor is Junichi Okada (44), who placed 7th. Aoyagi continues:

“Okada-san has a high favorability rating, as he has a good relationship with his wife, Aoi Miyazaki. Moreover, his appearance in McDonald’s Japan’s ‘Puri Puri Ebi Purio’ commercial perfectly matches his image! He takes on the role of a Sengoku-era warlord, reminiscent of his lead role in NHK’s Taiga drama ‘Gunshi Kanbee,’ and expresses amazement at the deliciousness of the Ebi Purio.”

On the other hand, some actors rank lower than expected compared to their number of CM contracts.

“Kento Kaku (35), who is 4th in the ranking but 1st in the number of contracts, is a highly likable actor, but many of the commercials he appears in have strong product PR elements, which may have limited audience engagement. Ren Meguro (28), ranked 20th (5th in number of contracts), appears in a Motorola Mobility Japan smartphone commercial, but due to the presence of many extras and a dark background, his presence is somewhat diluted. Yo Oizumi (51), ranked 29th (also 5th in number of contracts), stars in Suntory’s ‘The Premium Malt’s’ commercial, where he enjoys a beer during the day on a holiday. While Oizumi-san is usually known for his lively personality, this relaxed, at-home image may not have resonated with viewers,” says Yasutake.

Entertainment journalist Emi Miyamoto explains the characteristics of top-ranking actors:

“It goes without saying that actors chosen for commercials must have a clean image with no scandals. However, if you look at the top-ranked actors, they often overlap with those who are considered ideal bosses or subordinates. Ryohei Suzuki and Shohei Ohtani are prime examples of such figures. The key to high audience engagement may lie in whether viewers can relate to the actors and imagine them as part of their daily lives.”

“If only someone like that were around me”—the actors who evoke this sentiment through commercial storytelling can truly be called the hottest stars of the moment.

◆ Method for Measuring “Engagement Time” in CM Actors ◆
R Company measured the cumulative seconds that viewers focused on the TV screen, with cooperation from approximately 2,000 households (around 4,800 people) in the Kanto region and 600 households (around 1,500 people) in the Kansai region. The higher the value, the more captivating the commercial was for viewers.

The target CM broadcast period was six months, from July to December of last year. The study analyzed approximately 4,800 commercials aired on terrestrial TV in the Kanto area, featuring actors or groups appearing alone. Commercials with multiple actors, talents, or sports figures were excluded, as it would be unclear whether the focus was on a specific individual.

Since multitasking activities like cooking often result in less screen attention, engagement time does not increase under such circumstances. The data shows that the number of CM contracts does not necessarily correlate with a high engagement ranking.

From “FRIDAY”, March 28, 2025 issue