Press Release

Commercial awareness enhanced by popular celebrities and professional athletes Introducing the TV-CM (commercial) KARTE Special Report 2004

December 2004

Video Research Ltd. has released the "TV-CM KARTE Special Report 2004," which is a report consisting of analysis related to TV commercial effectiveness.

"TV-CM KARTE Special Report" is based on Video Research's proprietary survey for "TV commercial awareness/contents understanding/favorability/image" and is also based on the database of "TV commercial statistics". This report is issued once a year and is a report containing a full analysis of subjects related to TV commercial effectiveness based on specific themes.

In the most recent survey, we conducted research on three major themes: (1) TV commercial fatigue, (2) update of norm value data and (3) formulation of a forecasting model for product purchase evocation level.

Regarding (1), we explore the relationship between commercial volume, ad expression and negative image. In addition, we published an appendix for norm values, specially tabulated as norm by commercial type, celebrity type and by demographics occupation target.

From the survey results:

Commercial awareness becomes higher as the running volume increases. When reviewed by individual celebrity, up to 1000 GRP, the effectiveness of "popular Japanese celebrities" shows the highest result; when the running volume becomes larger, then employment of "professional athletes" shows the most effectiveness.

On the other hand, commercials with "no celebrity" or with "other foreigners" have relatively little effect on commercial awareness.

Price for TV-CM KARTE Special report

Report - Japanese only (A4 portrait, 296 pages):
    315,000 yen incl. consumption tax

*The following are optional prices for subscribers to the above report

Report-Appendix (A4 portrait, 282 pages):
    210,000 yen incl. consumption tax

Electronic version (One FD):
    210,000 yen incl. consumption tax

Relationship of commercial running volume (individual GRP) and commercial awareness: Comparison by celebrity type (all individuals)

Relationship of commercial running volume (individual GRP) and commercial awareness: Comparison by celebrity type (all individuals)

*Tabulated from 2,660 commercials used for our TV Commercial Karte Survey Vol. 154-179 in the Kanto area, that has standard awareness as to the running volume.
*Popularity level A Japanese celebrity: Celebrity with a popularity score of 30% or more in Video Research's TV Celebrity Image Survey
*Popularity level B Japanese celebrity: Celebrity with a popularity score of less than 30% in Video Research's TV Celebrity Image Survey


Mr. Tom Umeda/Mr. Joe Yamashiro,
Video Research Ltd., Business Promotion Dept., International Business Div.,

Phone:+81-3-5541-6506
E-mail: bizplan@videor.co.jp