Mei Nagano, Who “Disappeared,” and the “Ups and Downs” of Former Johnny’s Artists… “Latest Commercial Fee List” for Famous Celebrities & Athletes
Latest Commercial Fee List: “The Prices of 125 People” [Part 2]
How much do popular celebrities earn in “annual commercial fees”?
Based on top-secret data held by executives at a major advertising agency, FRIDAY interviewed Mr. A, an executive at the agency; Mr. B, the former head of an advertising casting firm; and other industry insiders, including commercial planners. By cross-referencing this data, we have compiled the “Latest Commercial Fee List” for famous athletes and celebrities.
The figures on the list represent market rates used as a starting point for negotiations; they can fluctuate depending on the relationship with the client and specific contract terms. Shohei Ohtani (32) took the top spot in the athlete category, with an annual commercial contract fee reported to be a staggering 1.3 billion yen.
“The primary factor determining an athlete’s advertising contract amount is, first and foremost, the volume of news coverage. With the weak yen and declining real wages causing Japanese people to lose confidence, they place their hopes on athletes succeeding overseas. The media is giving extensive coverage to Shohei Ohtani, who is dominating both pitching and hitting in MLB,” said Mr. A.
For actors and entertainers, their entertainment activities serve the same role as the volume of news coverage surrounding athletes.
In that regard, Haruka Ayase (41)—who has appeared in three NHK Taiga dramas and hosted the Kohaku Uta Gassen four times—is a powerhouse.
“Her client roster is lined with major companies like Uniqlo (Fast Retailing), Kirin Beer, Mazda, and Nippon Life. Her rates dropped temporarily after reports of a romantic relationship with Jesse (30) of ‘SIXTONES,’ but they quickly rebounded to 80 million yen.She’s a classic beauty who’s virtually scandal-free, serious, and has outstanding public appeal. Her reign is likely to continue for some time,” said an advertising analyst.
Shun Oguri (43), who delivered a superb performance as the lead character Hojo Yoshitoki in the NHK Taiga drama *Kamakuradono no 13-nin* and left a strong impression with his intense portrayal of Oda Nobunaga in the currently airing *The Toyotomi Brothers!*, has joined the top tier with a fee of 80 million yen.
“He’s been appearing in commercials very actively lately, and it’s said that this is partly due to the alleged affair involving Kei Tanaka (42). That’s because Oguri is the president of ‘TriStone,’ the talent agency to which Tanaka belongs. He’s probably working tirelessly—both in acting and advertising—as a way to atone for the trouble he’s caused.“Considering Oguri spent a long time working his way up from the bottom and started out with commercial contracts worth 15 million yen, he’s really made it big, hasn’t he?” (Mr. A)
Salary Drops by 5 Million Yen Following the End of “Arashi”
Suzu Hirose (28),Kanna Hashimoto (27), and Sairi Ito (32)—young leading actresses are commanding high fees ranging from 40 million to 60 million yen—while Mei Nagano (26), who is of the same generation, has vanished from the commercial scene.This is due to reports of her alleged affair with Tanaka, but Mr. B is harsh in his assessment: “Given the current situation where she faces a backlash every time her recent activities are reported, I simply cannot recommend her to clients.”
“As far as I know, Ms. Nagano was an actress who was ‘cute but had a rather sharp personality.’ The fact that quite a few advertising executives feel uncomfortable around her may also be a factor.Although Ryoko Yonekura (50) was not indicted, the fact that she was referred to prosecutors for drug possession carries significant weight. If she were to cause another scandal, we—as the contracting parties—could end up being forced to clean up the mess.
If the talent belongs to a major agency, we can provide ‘compensation’—such as providing a replacement actor of the same caliber—but if they’re with an independent or small agency, it just ends with them saying, ‘We don’t have the money to pay the penalty.’Even when a popular Kabuki actor messed up, their agency covered the costs. Becky (42), who paid a 500 million yen penalty out of her own pocket, is a rare exception.”
Among the former Johnny’s talents, Ren Nagase (27) of “King & Prince”—whose performance in the Sunday Theater drama “Reboot” (TBS) was well-received—secured a 10-million-yen raise compared to the previous year, whilemembers of “Arashi”—including Sho Sakurai (44) and Kazunari Ninomiya (43)—saw their fees drop by 5 million yen from the previous year. Mr. A explains:
“Even during their hiatus, fans continued to pay their fan club dues, and approximately 490,000 people attended their final tour—that support was directed toward ‘Arashi’ as a group, not the individual members. I suppose that’s how the clients assessed the situation.
When tennis player Kei Nishikori (36) announced his retirement, his value dropped by as much as 20 million yen. The end of ‘Arashi’s’ activities caused damage comparable to that of an athlete’s retirement.”
High-value commercial contract fees are the “reward” that only those who rigorously manage themselves and continue to deliver top-tier performances at the highest level can attain.
From the August 7 & 14, 2026, combined issue of *FRIDAY*
PHOTO： Kazuhiko Nakamura (Ayase, Nagasawa, Hirose, Yokohama, Oguri)