Video Research Comhouse Compiles January-June 2003
Television Commercial Advertising Data for Japanese Market.
August 13, 2003
Video Research Comhouse Ltd. (Tokyo, Haruhiko Inokuma, President) today announced the compilation of commercial programming trends for the Kanto, Kansai, and Nagoya regions for the January to June 2003 period, utilizing its proprietary T.V. Commercial Statistics System.
Compiled data for all program* and spot** television commercials broadcast for the half year reveals the following trends:
1. As newly ranked non-Japanese personalities, David Beckham entered the charts at 12th place for total broadcast time in television commercials of top-ranked television personalities. Martial Arts expert Bob Sapp ranked 19th
2. The top-ranked personality for the period was 'celebrity' Rena Tanaka, followed by television newscaster Yuko Jogasaki, with actress Nanako Matsushima in third place.
3. Throughout all three regions, total runtime for program commercials* was down, while that for spot commercials** was on the increase. Spot commercials brought overall commercial airtime up for a slight increase in total airtime.
| Total Commercial Airtime (program plus spot commercial
airtime) compared to previous period by region: |
||
| Kanto: 101.5% | Kansai: 102.4% | Nagoya: 100.4% |
4. In terms of product category, regular automobiles remained the most heavily broadcasted products across all three regions, with airtime compared to the previous period standing at:
| Kanto: 113.4% | Kansai: 116.7% | Nagoya: 116.2% |
5. The life insurance category, as well as the mobile phone/telephone/facsimile category also saw considerable increases in commercial airtime in the regions.
About Video Research Comhouse Ltd.
Video Research Comhouse Ltd. is the only marketing information and research firm in Japan to compile and develop television, radio, and internet commercial statistics. Since its founding in 1969, the company has developed a number of important commercial statistic analysis systems, including, Long-term Broadcast Recording System, Television Commercial Recording System, and, in 1992, the Television Commercial Automated Identification System.
* Program Commercials - Commercials programmed into
sponsored programs by the sponsor.
** Spot Commercials - Commercials placed within network-scheduled commercial
air times, including PT Commercials and SB Commercials.
