<figure id="attachment_467958" aria-describedby="caption-attachment-467958" style="width: 2030px" class="wp-caption alignnone"><a href="#" data-ident_hash="0d2663f5"><img src="https://res.cloudinary.com/fridaydigital/image/private/t_article_image/wpmedia/2026/05/f23e2d740403a24bb814469131a7c117.jpg" alt=""></a><figcaption id="caption-attachment-467958" class="wp-caption-text">The gentle transparency matches the image of the fresh deodorant spray. Also appeared in a series of commercials for the cool and refreshing &#8220;UNIQLO</figcaption></figure>
<h2> No. 1 in freshness</h2>
<p><span class="strongInContent"> If it were Happiness Mist!&#8221;</span></p>
<p> Actress <span class="strongInContent">Haruka Ayase (41)</span> jumps out from the TV screen and speaks. She was responding to a woman sitting on a sofa in her living room who blurted out, &#8220;Even the nice scent of fabric softener can&#8217;t be used for things that can&#8217;t be washed. Sori Yasutake, in charge of public relations and marketing at REVISIO, a TV viewing data analysis company, explains, &#8220;There are many commercials starring actresses, but this one is no exception.</p>
<p><span class="strongInContent"> Among the many commercials starring actresses, this one captured the attention of many viewers. There are two reasons. First, the calm and transparent Ms. Ayase matched the fresh image of the deodorant spray. The second reason was that Ms. Ayase jumps out of the screen and makes viewers wonder what will happen. By having an ordinary woman express a simple thought that many people have, &#8220;I want the fabric softener to smell good on other things besides laundry,&#8221; viewers were able to relate to the story as if it were their own.</span></p>
<h4> Haruka Ayase (41), &#8220;Lenore Happiness&#8221; etc. <br>
No. 1 in the number of companies using the series, No. 12 in the number of viewers.</h4>
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<p> The table below shows the ranking of the degree to which viewers were attracted to commercials by the actresses in them. The top 30 actresses and female groups of about 180 commercials aired from January to December 2013, in which the actresses appeared alone and not together with other celebrities, are listed (detailed measurement methods are shown below the table).</p>
<p><a href="#" data-ident_hash="a443a155"><img src="https://res.cloudinary.com/fridaydigital/image/private/t_article_image/wpmedia/2026/05/2d320a4f8689544cb28cc039fed89f4e.jpg" alt=""></a></p>
<p><a href="#" data-ident_hash="2a72b7ee"><img src="https://res.cloudinary.com/fridaydigital/image/private/t_article_image/wpmedia/2026/05/99f6b4065b60be07ef34c66533a6e38c.jpg" alt=""></a></p>
<h3>
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<h3> CM Actress &#8220;Gaze Volume&#8221; Measurement Method</h3>
<p> With the cooperation of about 2,000 households (about 4,800 viewers) in the Kanto region and 600 households (about 1,500 viewers) in the Kansai region, Company R measured the cumulative number of seconds viewers spent gazing at the TV screen. The higher the number, the more the viewers were glued to the screen. The commercials were broadcast for one year from January to December 2013. Approximately 14,000 commercials in which an actress or a group appeared alone on terrestrial TV in the Kanto area were surveyed. Commercials in which the actresses co-starred with other actors, celebrities, or athletes were excluded because it was unclear whether the commercials were focused on the actresses concerned. The table shows that the number of companies using a commercial does not necessarily correlate with its high ranking in terms of &#8220;amount watched.</p>
<div data-friday-nextpage-lead=" Ingenuity to bring out the attractiveness of a product"></div>
<h2>The &#8220;smug look&#8221; is also a key point.</h2>
<p> Mr. Yasutake of Company R continues.</p>
<p><span class="strongInContent"> The Kao commercial featuring Satomi Ishihara, 39, in third place, is a good example of this. Ishihara, who is married and raising a child, has a sense of life and cleanliness that fits the image of Kao&#8217;s fabric softener. She fits the image of the company&#8217;s fabric softener. The way Ishihara and the product appear alternately on the screen as if they are talking to each other keeps the viewers interested.</span></p>
<p><span class="strongInContent"> Anne&#8217;s (40) &#8220;Uber,&#8221; ranked ninth, also fits the image of a woman working hard while raising a child. Anne, who looks like a career woman with her young son, calls for a cab with her unique enthusiasm, saying, &#8220;Ha~~. The &#8216;smug&#8217; look that Anne gives when the cab arrives is also a key point of the production.&#8221;</span></p>
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<p> On the other hand, there is a commercial for Kirin Beer featuring No. 2-ranked <span class="strongInContent">Mio Imada (Mio, 29)</span>, which successfully brings out the gap between the actress and the pervasive impression of her.</p>
<p><span class="strongInContent"> Imada, who starred in NHK&#8217;s morning drama &#8220;Anpan&#8221; (the first half of 2013), has a solid and cheerful image and does not make a strong impression on us when it comes to alcohol. But in this commercial, she says, &#8216;I drink all the time,&#8217; and gulps down whiskey!　Moreover, the commercial effectively incorporates a picture of her drunk and excited. The viewers were hooked by this unexpected aspect of Ms. Imada.</span></p>
<p> Another unexpected feature of &#8220;Indeed Japan,&#8221; which featured the Korean girl group &#8220;LE SSERAFIM,&#8221; came in at No. 6.</p>
<p><span class="strongInContent"> In the &#8220;Indeed Japan&#8221; commercials, a group of women with a glamorous image appear and joke around while singing, &#8220;Looking for a job is&#8230;. For example, in the Okinawa episode, one of the members says, &#8216;I heard they eat steak at the end of the day in Okinawa. Another member replies, &#8220;That&#8217;s steak (wonderful), isn&#8217;t it? Their cute and comical expressions are very attractive.</span></p>
<h4> Mio Imada (29), Kirin Whiskey Riku, etc. <br>
Second in the number of companies that have used her.</h4>
<figure id="attachment_467970" aria-describedby="caption-attachment-467970" style="width: 1904px" class="wp-caption alignnone"><a href="#" data-ident_hash="eda14455"><img src="https://res.cloudinary.com/fridaydigital/image/private/t_article_image/wpmedia/2026/05/ff95d00305bda498ebc8fb3378c22e11.jpg" alt=""></a><figcaption id="caption-attachment-467970" class="wp-caption-text"> Mio Imada got her big break as the lead in the morning drama &#8220;Anpan&#8221;. Her commercials for alcohol, which successfully drew out the gap between her image and that of her character, were a hit.</figcaption></figure>
<h4> Satomi Ishihara (39) &#8220;Humming Flair&#8221; etc. <br>
Her degree of popularity is 3rd, and she is in 12th place in the number of companies that have used her.</h4>
<figure id="attachment_467971" aria-describedby="caption-attachment-467971" style="width: 1758px" class="wp-caption alignnone"><a href="#" data-ident_hash="59e60ee3"><img src="https://res.cloudinary.com/fridaydigital/image/private/t_article_image/wpmedia/2026/05/1c670f1c1d38bf8b6422a01fb3c29e01.jpg" alt=""></a><figcaption id="caption-attachment-467971" class="wp-caption-text"> She has a family and a sense of life. In the commercial for &#8220;Sukiya&#8221;, she eats a beef bowl and skillfully expresses the deliciousness of the dish in a close-up of her face.</figcaption></figure>
<h4> Anne (40) &#8220;Uber&#8221; etc. <br>
Nailed it 9th Number of companies she has worked for: out of range</h4>
<figure id="attachment_467972" aria-describedby="caption-attachment-467972" style="width: 1902px" class="wp-caption alignnone"><a href="#" data-ident_hash="e241fafb"><img src="https://res.cloudinary.com/fridaydigital/image/private/t_article_image/wpmedia/2026/05/7dc78c80750417c966ae6b363c14d3a5.jpg" alt=""></a><figcaption id="caption-attachment-467972" class="wp-caption-text"> Her image as a career woman who works hard while raising children is well established. Her commercials in which she appears as a &#8220;working mother&#8221; are a hot topic.</figcaption></figure>
<p> The table below shows the number of companies that used each actress in commercials from January to December 2013. Even if the number of companies that have used them is large, there are actresses who are not so popular. Mr. Yasutake explains.</p>
<p><a href="#" data-ident_hash="8ee50db2"><img src="https://res.cloudinary.com/fridaydigital/image/private/t_article_image/wpmedia/2026/05/d4a6453b5c718d0e05f3d1dbc84f45f4.jpg" alt=""></a></p>
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<p><span class="strongInContent"> The second-ranked actress, Mana Ashida (21, ranked 27th in the &#8220;nail-biting&#8221; category), is a gifted young woman who attended Keio University, and her speech is clear and clear. She is a gifted young woman who attended Keio University, and her speech is clear and clear. Her explanations are naturally lengthy, and viewers tend to pay less attention to her.</span></p>
<p><span class="strongInContent"> Third-place finisher, Ms. Ayami Nakajo (29, ranked 15th in the &#8220;nailed it&#8221; category), has an English father and is graceful. Minami Hamabe (25, ranked 28th in terms of &#8220;nailed-on&#8221; rating), ranked 4th, has a neat and calm image. She often appears in corporate commercials that promote their business activities, and I think she is shunned because of the length of her explanations.</span></p>
<p> Entertainment journalist Yuka Sakaguchi, who is familiar with the TV industry, said.</p>
<p><span class="strongInContent"> &#8220;It seems that commercials that have become a series also affect the degree to which actresses are attracted to them. For example, Ms. Ayase has appeared in a series for Uniqlo and Mr. Ishihara has appeared in a series for Sukiya. The anticipation of &#8216;what will happen next?</span></p>
<p> Even in the 15-second commercials, there are a variety of ways to bring out the actresses&#8217; charms.</p>
<h4> Ayami Nakajo (29) &#8220;Indeed&#8221; etc. <br>
15th in terms of number of clients using her in their commercials, and 3rd in terms of number of companies using her in their commercials.</h4>
<figure id="attachment_467974" aria-describedby="caption-attachment-467974" style="width: 1811px" class="wp-caption alignnone"><a href="#" data-ident_hash="f8b1b5e5"><img src="https://res.cloudinary.com/fridaydigital/image/private/t_article_image/wpmedia/2026/05/880510ae469aa34c9c25585727c5fee8.jpg" alt=""></a><figcaption id="caption-attachment-467974" class="wp-caption-text"> She has a British father and is uniquely Japanese in beauty. Her unique elegance gives the commercials in which she appears a natural sense of luxury.</figcaption></figure>
<h4> Minami Hamabe (25) &#8220;UBE&#8221; etc. <br>
28th in the number of clients for which she has appeared, and 4th in the number of companies in which she has appeared.</h4>
<figure id="attachment_467977" aria-describedby="caption-attachment-467977" style="width: 1896px" class="wp-caption alignnone"><a href="#" data-ident_hash="c229b767"><img src="https://res.cloudinary.com/fridaydigital/image/private/t_article_image/wpmedia/2026/05/51dfaf763319094ceb31e714f53f2f8a.jpg" alt=""></a><figcaption id="caption-attachment-467977" class="wp-caption-text"> She has a calm impression and is highly likable. She is often used in corporate commercials to promote their business activities due to her stability.</figcaption></figure>
<p> From the May 29, 2026 issue of FRIDAY</p>


 Yuri Adachi Kumataro Arai Sota Shima Kazuhiko Nakamura

 A thorough survey of 14,000 commercials aired on terrestrial TV in the Kanto area during the one-year period from January to December, 2025, was conducted! The top 12 commercials aired by the top 12 companies are also announced!

Even if a company uses her in many commercials, her rating is low…? The top 30 commercial actresses in terms of viewer rating!

Access Ranking