Press Release

TV Commercial running volume of first half of 2004 (January through June)

August 10, 2004

Video Research Comhouse Ltd. announces the status of TV Commercial running volume in January through June, 2004 in Kanto, Kansai and Nagoya area.
In the above 3 areas, Video Research Comhouse Ltd. collects the Commercial Statistics data using its unique Commercial Statistics System. The Commercials aired in half year period are summarized from the following viewpoints for both Sponsorship commercials* and Spot commercials**:

KEY FINDINGS

*Sponsorship commercials... Commercials of Advertisers whose names are introduced at the beginning/end of the program and aired during the program. In Japanese, it is often abbreviated as "Time".
*Spot commercials... Commercials aired in a commercial spot set by TV stations. Those are classified into two types, one is "PT" - Participation in time, which are Commercials, not sponsoring the program but aired within the program. The other is "SB" - Station break, aired between one program and the other.

Video Research Comhouse Ltd.

The one and the only Marketing Information Company, which creates the database of commercials of TV, Radio and Internet. Since its establishment of 1969, Video Research Comhouse has dedicated itself in building the system for TV commercial statistics and developed "Long-hours broadcasting record system", "TV commercials recording system", etc.
They also introduced "TV commercial automatic verification system" in 1992.

Trend of TV commercial volume in Jan.-Jun., 2004
(excluding sustaining programs, the sum of 5 x commercial TV stations)

Total Commercial volume in Jan. - Jun.

Kanto area
  Unit: '000sec. Year
-on-
year
(%)
2003
Total
Jan.-Jun.
2004
Total
Jan.-Jun
Total 12,877 13,021 101.1
Sponsorship 3,807 3,939 103.5
Spot 9,070 9,082 100.1
Kansai area
  Unit: '000sec. Year
-on-
year
(%)
2003
Total
Jan.-Jun.
2004
Total
Jan.-Jun
Total 12,794 13,175 103.0
Sponsorship 3,090 3,165 102.4
Spot 9,704 10,010 103.1
Nagoya area
  Unit: '000sec. Year
-on-
year
(%)
2003
Total
Jan.-Jun.
2004
Total
Jan.-Jun
Total 12,740 13,155 103.3
Sponsorship 3,364 3,411 101.4
Spot 9,375 9,744 103.9

Trend of TV commercial volume by month

Kanto area <Sponsorship + Spot Commercial>

Kanto area Jan. Feb. Mar. Apr. May Jun.
2004 Total 2,164 2,053 2,263 2,170 2,208 2,163
Sponsorship 680 627 663 638 672 659
Spot 1,484 1,426 1,601 1,531 1,536 1,503
2003 Total 2,165 2,003 2,258 2,143 2,183 2,124
Sponsorship 666 592 623 628 655 643
Spot 1,499 1,411 1,636 1,515 1,528 1,481
Unit: '000sec.

Kansai area <Sponsorship + Spot Commercial>
Kansai area Jan. Feb. Mar. Apr. May Jun.
2004 Total 2,158 2,093 2,309 2,220 2,226 2,170
Sponsorship 554 506 531 510 540 524
Spot 1,604 1,586 1,778 1,710 1,686 1,646
2003 Total 2,125 2,004 2,269 2,133 2,143 2,121
Sponsorship 547 476 503 509 531 522
Spot 1,577 1,528 1,765 1,624 1,612 1,598
Unit: '000sec.

Nagoya area <Sponsorship + Spot Commercial>
Nagoya area Jan. Feb. Mar. Apr. May Jun.
2004 Total 2,169 2,103 2,328 2,184 2,175 2,196
Sponsorship 605 542 575 549 581 559
Spot 1,564 1,560 1,753 1,635 1,594 1,637
2003 Total 2,174 1,999 2,254 2,097 2,117 2,099
Sponsorship 600 518 557 543 581 565
Spot 1,573 1,481 1,697 1,554 1,536 1,535
Unit: '000sec.

Trend of TV commercial volume by Product category
(Top 20 product categories in Jan. - Jun., 2004)

TV Commercial volume by Product category
(Top 20 product categories in Jan.-Jun., 2004)

Kanto area
<Sponsorship+Spot Commercial>
Product category Duration
(Sec)
Year-on-year
(%)
1 Passenger car 601,200 99.3
2 Life insurance 531,990 156.7
3 Other finance 389,715 99.8
4 Other special retailers 364,635 87.3
5 Toys/video games 333,855 96.1
6 Houses/housing materials 327,915 109.3
7 Prerecorded CD/LD/DVD 283,125 108.6
8 Schools 266,265 94.9
9 Other non-alcohol beverage 264,255 122.3
10 Tea 233,310 104.8
11 Fire-and-casualty insurance 219,765 166.5
12 Beer/low malt beer 213,960 85.5
13 Foreign cinema 213,355 78.3
14 Post & Telecommunications 202,185 80.7
15 Coffee 193,965 112.7
16 Energy drink/vitamin 191,400 102.5
17 Other foods 179,880 88.4
18 Supermarket/convenience stores 178,440 100.0
19 Other cosmetics 174,525 116.2
20 Restaurant/fast food 169,830 110.1

Kansai area
<Sponsorship+Spot Commercial>
Product category Duration
(Sec)
Year-on-year
(%)
1 Passenger car 558,390 93.2
2 Life insurance 524,640 146.3
3 Other finance 393,495 107.8
4 Houses/housing materials 367,645 123.5
5 Schools 321,905 104.7
6 Other special retailers 307,560 81.7
7 Other non-alcohol beverage 292,800 129.7
8 Toys/video games 282,795 91.5
9 Fire-and-casualty insurance 244,485 168.7
10 Tea 221,100 111.1
11 Restaurant/fast food 218,615 108.0
12 Other foods 216,990 119.8
13 Post & Telecommunications 204,165 65.8
14 Beer/low malt beer 194,175 87.2
15 Energy drink/vitamin 182,955 109.8
16 Foreign cinema 175,185 80.0
17 Coffee 174,855 109.9
18 Other cosmetics 167,835 112.8
19 Cosmetics/corporate image & multi-category ads 163,455 132.4
20 Communication/web services 162,945 116.9

Nagoya area
<Sponsorship+Spot Commercial>
Product category Duration
(Sec)
Year-on-year
(%)
1 Houses/housing materials 563,035 121.4
2 Passenger car 556,110 93.4
3 Life insurance 481,125 149.2
4 Other finance 369,690 102.0
5 Other special retailers 367,255 96.1
6 Schools 332,385 92.6
7 Fire-and-casualty insurance 279,945 150.7
8 Toys/video games 267,855 95.2
9 Post & Telecommunications 260,760 78.3
10 Other non-alcohol beverage 235,200 117.5
11 Sports/places of entertainment 219,585 107.2
12 Restaurant/fast food 202,070 95.7
13 Beer/low malt beer 193,470 80.2
14 Tea 193,050 113.7
15 Supermarket/convenience stores 192,795 114.8
16 Other foods 186,100 120.0
17 Energy drink/vitamin 181,425 105.3
18 Other personal services 177,610 110.8
19 Coffee 163,095 113.9
20 Mobile phones, telephones, faxes 161,070 76.6

Commercial volume by celebrity (Top 20 celebrities, Jan.-Jun., 2004)

Kanto area   Kansai area   Nagoya area