Arashi Tops “Most Captivating Drama & Commercial Presence” Ranking as “VIVANT” and “What Will You Do, Ieyasu?” Compete for Position
Each of the five members showed their individuality, and unexpected programs were also ranked.
How captivating are the national idol group Arashi’s appearances in dramas and commercials?
On a ship reminiscent of the cruise liner where they held their debut press conference off the coast of Honolulu, Hawaii (September 1999), five young members of the male idol group Arashi gaze out at the horizon. From behind, the current members of Arashi look on reassuringly.
Among the commercials featuring Arashi, the one that garnered the most viewer attention was SoftBank’s “iPhone ‘This Is Just the Beginning’” edition. Saori Yasutake, PR and marketing representative from the TV viewing data analysis company REVISIO (hereafter, R Company), explains:
“The contrast between the ‘past’ Arashi at the time of their debut and the ‘present’ Arashi through CG likely captivated viewers, especially fans. It’s a well-linked piece that parallels the continually evolving iPhone and Arashi, who have kept evolving more than 20 years after their debut.”
In May of this year, Arashi announced that they would disband after the concert tour scheduled for next spring. R Company independently investigated how riveted viewers were to dramas (15 titles) and commercials (about 150 spots) featuring Arashi members that aired after October 2020. The table below shows the attention rankings. Satoshi Ohno (44) has fewer appearances due to his suspension from showbiz since January 2021. The dramas included are those in which a member played the lead or a main role, excluding those broadcast from April of this year onward (detailed measurement methods listed below).
Let’s take a look at the rankings, starting with dramas. Taking the top spot was the Sunday drama “VIVANT” (TBS), aired from July 2023, featuring Kazunari Ninomiya (42).
“Mr. Ninomiya played Nokoru, the protagonist’s brother-in-law portrayed by Masato Sakai. He is the number two in an international terrorist organization, a character who remains calm and is loyal to his father, the leader. Initially, the casting for Nokoru was kept secret, but at the end of episode one, Mr. Ninomiya’s surprise casting was revealed. Viewers reacted with surprise, saying, ‘Wait, it’s Nino?!’ This unexpected reveal likely boosted the attention level of the already popular ‘VIVANT.’
Known as a skilled actor, Mr. Ninomiya excels in serious roles like Nokoru. In third-ranked ‘Black Pean’ (TBS), he played a highly skilled surgeon, and in fourth-ranked ‘My Family’ (also TBS), he portrayed a cold father who dedicates himself to work as the president of a game company without regard for his family,” says Yasutake.
Second place went to Jun Matsumoto (41), who starred in the 2023 NHK historical drama “What Will You Do, Ieyasu?”
“In this series, Tokugawa Ieyasu is not the dignified warlord typically portrayed. Mr. Matsumoto played a comical Ieyasu who shows his weaknesses. Although the ratings were not particularly high, this unexpected portrayal likely drew attention. Mr. Matsumoto also played a ghostwriter troubled by trivial matters in ninth-ranked ‘Tonari no Chikara’ (TV Asahi). Since gaining attention in the October 2005 hit ‘Boys Over Flowers’ (TBS), where he portrayed a self-important heir to a conglomerate, Mr. Matsumoto has often taken on comical roles,” adds Yasutake.
The true face of a game lover
Let’s take a look at the commercials.
As mentioned earlier, the No. 1 most attention-grabbing commercial was SoftBank’s “iPhone” ad featuring Arashi. Coming in second was Kao’s “MegRhythm” starring Sho Sakurai (43). Taichi Aoyagi, a customer success representative at R Company, explains:
“In the ad, Mr. Sakurai gently talks about the benefits of hot eye masks. He also appears in No. 5’s Taisho Pharmaceutical ‘Claritin EX’ and No. 11’s Aflac ‘Cancer Insurance,’ where he often plays an MC-like role explaining product features clearly. His image as a knowledgeable news anchor seems to align perfectly with the informative tone of these commercials, contributing to their high rankings.”
Ranked third was Kazunari Ninomiya’s ad for GungHo’s “Puzzle & Dragons.” Aoyagi continues:
“In this ad, leaders of powerful political parties hold a debate about raising monsters for battle in a game. Mr. Ninomiya is known as an indoor type and highly skilled at games, so his real-life love for gaming paired with his acting skills likely attracted viewers.”
Coming in fourth was Masaki Aiba (42) in Lion’s “Soflan Premium Deodorizer.”
“Mr. Aiba has a refreshing image that fits perfectly with fabric softener commercials. He hosts a cooking show and is seen as the most down-to-earth among the Arashi members. This makes him a frequent choice for commercials related to daily life, such as No. 19’s Ebara ‘Yakiniku Sauce.’ Since getting married and becoming a father, he’s especially well-received among homemakers who find his presence reassuring.”
Saori Yasutake from R Company adds:
“This applies to all five members, but in 15- or 30-second commercials, the scenes in which they personally appear attract significantly more attention than those where they don’t. That’s the power of Arashi.”
Entertainment journalist Yuka Sakaguchi also comments:
“Each of the five has a unique personality, yet all of them have high levels of attention individually and as a group. It’s rare for all members of a group to hold such a consistently strong presence. For example, in Snow Man, Ren Meguro’s popularity stands out above the rest. Arashi, on the other hand, is exceptionally well-balanced—a true national idol group.”
With their upcoming disbandment adding a sense of farewell and nostalgia, it’s likely that public attention toward Arashi’s work will only continue to grow.
From the July 18-25, 2025 issue of “FRIDAY”
PHOTO： Yusuke Kondo Keitaro Nakagawa Shinji Hasuo
