Video Research Ltd. - 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

In all 3 areas, TV Commercial volume shows increasing tendency for both Sponsorship commercials and Spot commercials.
When we review the TV commercial statistics by Product category, "Passenger car" is no. 1 ranked both in Kanto and Kansai area, while in Nagoya area, "Houses/housing material" is no. 1 ranked.
From the viewpoint of TV commercial exposure, the character ranked no.1 in the first half (Jan.-Jun.) was "Kyoko Hasegawa" in Kanto and Nagoya area and "Maki Mizuno" in Kansai area.

*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)

When we look at the commercial volume of 3 areas in Jan.-Jun., both Spot commercial and Sponsorship commercials exceeded the previous year in all 3 areas and especially, the increase was noteworthy in Kansai and Nagoya area.
Up until 2003, Spot commercials were covering the decrease of Sponsorship commercials, however, from January through June this year, Sponsorship commercials volume exceeded 2003 in all the months.

Total Commercial volume in Jan. - Jun.

**Kanto area**
	Unit: '000sec.		Year -on- year (%)
	2003 Total Jan.-Jun.	2004 Total Jan.-Jun	Year -on- year (%)
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	Year -on- year (%)
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	Year -on- year (%)
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)

Out of the 3 areas, no. 1 ranked Product category was "Passenger Car" both in Kanto and Kansai area though the commercial volume decreased from the previous year. In Nagoya area, "Houses/housing material" was no.1 ranked in place of "Passenger car". For the past several years, the commercial volume of "Houses/housing material" is higher in Nagoya are compared with the other two areas.

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)

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