Fujisankei Advertising Awards Called Off for Next Spring — Event’s Future in Doubt

Decision made to postpone the holding of the “Advertising Awards”

An investigation by FRIDAY Digital has revealed that the “Fujisankei Group Advertising Awards” scheduled for next spring (April 2026) will not be held, marking the second consecutive year of cancellation following spring 2025.

Last spring, judging had already begun—with video materials and ad images distributed to panelists—when, at the end of December 2024, the so-called “Fuji Television issue” came to light. In its wake, many companies suspended advertising with Fuji TV and withdrew their award nominations, leading to the event’s abrupt cancellation.

In response to FRIDAY Digital’s inquiry, Fuji Television commented:

“Considering the current circumstances, we have decided to postpone the holding of next spring’s Fujisankei Group Advertising Awards.”

However, another insider added:

“We’re still exploring alternative ways to hold the event somehow.”

Despite this, the likelihood of a grand awards ceremony or lavish banquet at a major hotel remains extremely low—little more than wishful thinking at this stage.

“In past years, these ceremonies and parties were partly seen as a kind of ‘ pilgrimage, where Fuji TV’s advertising staff, agency representatives, and corporate PR officers would gather to pay respects to the Fujisankei Group’s symbolic figure, Hisashi Hieda (87). In fact, long lines would form around him for handshakes and introductions. At one recent event, even former Fuji TV president Koichi Minato (73) was spotted watching the scene,”

said an employee of an advertising agency.

Following Fuji Television’s shareholders’ meeting on June 25, several media outlets reported that major advertisers would begin returning in July. Indeed, major corporations such as Suntory Holdings, Daiwa House Industry, and Lotte have resumed limited ad placements, followed by Meiji Yasuda Life Insurance in September. Both Dai-ichi Life and Nippon Life are also confirmed to have restarted advertising.

“While big corporations were still hesitant, the advertisers that stayed with Fuji TV included cosmetic surgery clinics, law firms, secondhand dealers, and online insurance companies. Since those ads did yield some effect, the major life insurers likely decided it was safe to return,”

said the same agency employee.

In short, although major advertisers have begun to come back, their return came too late to revive next spring’s awards.

As for whether the ceremony could be held in spring 2027, one casting agency staff member cautioned:

“It won’t be that simple.”

Toyota Motor Corporation, which had been considering the matter even before the Fuji Television controversy erupted

“On July 29, Toyota Motor Corporation — arguably Japan’s largest advertiser — partially resumed airing commercialson Fuji TV. The ads were shown only within the late-night news program FNN Live News α, during the segment Monday MOTOR SPORT. However, this cannot be considered a full-scale return.

There are two main reasons for that. Just as Toyota was preparing to restart its advertising, the so-called online casino scandal broke out, drawing public attention to a well-known program producer and announcer. Soon after, a women’s magazine revealed the names of prominent on-air personalities mentioned in the March report by a third-party committee regarding inappropriate meetings. As a result, major companies reportedly concluded that ‘it’s impossible to fully resume advertising under such circumstances.’”

Toyota was reportedly one of those major companies.

“In recent years, Fuji TV’s ratings have continued to fall — even below TV Tokyo at times. For instance, their evening show It! often loses viewership whenever TV Tokyo reruns Kodoku no Gurume (The Solitary Gourmet). For several years now, no Fuji TV programs have ranked among the weekly top-rated shows,” says an advertising agency employee.

“Given that trend, Toyota had already been considering withdrawing as a sponsor even before the Fuji TV scandal broke. If new problems emerge, it wouldn’t be surprising if they decide to completely halt their advertising with Fuji TV. Many other companies are watching closely to see whether Toyota resumes full sponsorship.”

The Fujisankei Group Advertising Awards, co-hosted by Fuji TV, Nippon Broadcasting, Bunka Hoso, and Fusosha, traditionally honor advertisers — rather than creators — who sponsor commercials and campaigns within the group. Historically, the event was closely tied to Hisanobu Hieda, the long-serving representative of the Fujisankei Group, whose deep relationships with major corporate executives helped sustain the awards.

Now that Hieda has stepped down and amid continuing reputational issues, the prospect of reviving the awards appears slim.

The lingering question remains:

Will Toyota — and other major sponsors — ever fully return to Fuji TV?