Press Release

Video Research Ltd. summarized the trends in TV commercials aired during January to June 2005.

August 10, 2005

Video Research Ltd. (Headquarters: Tokyo, President, CEO: Tsuyoshi Takeuchi) summarized the trends in TV commercials aired during January to June 2005 in Kanto, Kansai and Nagoya Regions.
This survey conducted by Video Research Comhouse, Ltd., a subsidiary of Video Research Ltd., collects TV commercials' data in abovementioned three regions using their original commercials statistics system.
All program commercials and spot commercials* aired during the six months are summarized into three viewpoints.

Key points

*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 January - June, 2005
(excluding sustaining programs, the sum of 5 x commercial TV stations)

Total Commercial volume in January - June

Kanto area
  Unit: '000sec. Year
-on-
year
(%)
2004
Total
Jan.-Jun.
2005
Total
Jan.-Jun
Total 13,021 12,995 99.8
Sponsorship 3,939 3,997 101.5
Spot 9,082 8,998 99.1
Kansai area
  Unit: '000sec. Year
-on-
year
(%)
2004
Total
Jan.-Jun.
2005
Total
Jan.-Jun
Total 13,175 13,067 99.2
Sponsorship 3,165 3,175 100.3
Spot 10,010 9,893 98.8
Nagoya area
  Unit: '000sec. Year
-on-
year
(%)
2004
Total
Jan.-Jun.
2005
Total
Jan.-Jun
Total 13,155 13,149 100.0
Sponsorship 3,411 3,487 102.2
Spot 9,744 9,662 99.2

Trend of TV commercial volume by month

Kanto area <Sponsorship + Spot Commercial>

Kanto area Jan. Feb. Mar. Apr. May Jun.
2005 Total 2,181 2,017 2,269 2,163 2,203 2,164
Sponsorship 692 626 674 654 680 671
Spot 1,489 1,391 1,595 1,509 1,522 1,493
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
Unit: '000sec.

Kansai area <Sponsorship + Spot Commercial>
Kansai area Jan. Feb. Mar. Apr. May Jun.
2005 Total 2,194 2,066 2,303 2,160 2,200 2,145
Sponsorship 555 494 525 522 545 533
Spot 1,639 1,572 1,777 1,638 1,655 1,611
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
Unit: '000sec.

Nagoya area <Sponsorship + Spot Commercial>
Nagoya area Jan. Feb. Mar. Apr. May Jun.
2005 Total 2,247 2,091 2,305 2,150 2,202 2,154
Sponsorship 616 540 583 576 597 575
Spot 1,631 1,551 1,722 1,574 1,605 1,579
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
Unit: '000sec.

Trend of TV commercial volume by Product category
(Top 20 product categories in January - June, 2005)

TV Commercial Volume by Product Category
Top 20 product categories in January - June, 2005

Kanto area
<Sponsorship+Spot Commercial>
Product category Duration
(Sec.)
Year-on-year
(%)
1 Passenger car 598,185 99.5
2 Life insurance 574,410 108.0
3 Other finance 484,350 124.3
4 Houses/housing materials 404,280 123.3
5 Other special retailers 326,225 89.5
6 Toys/video games 313,710 94.0
7 Prerecorded CD/LD/DVD 286,455 101.2
8 Other non-alcohol beverage 274,155

103.7

9 Post & Telecommunications 273,405 135.2
10 Schools 266,640 100.1
11 Fire-and-casualty insurance 265,800 120.9
12 Foreign cinema 242,975 113.9
13 Tea 217,365 93.2
14 Beer/low malt beer 215,295 100.6
15 Coffee 197,085 101.6
16 Supplements 181,650 94.9
17 Other foods 179,580 99.8
18 Restaurant/fast food 166,380 98.0
19 Other cosmetics 164,745 94.4
20 Supermarket/convenience stores 162,195

90.9


Kansai area
<Sponsorship+Spot Commercial>
Product category Duration
(Sec.)
Year-on-year
(%)
1 Passenger car 603,495 108.1
2 Life insurance 501,135 95.5
3 Houses/housing materials 426,800 116.1
4 Other finance 406,320 103.3
5 Schools 320,205 99.5
6 Other special retailers 307,275 99.9
7 Post & Telecommunications 297,315 145.6
8 Toys/video games 276,990 97.9
9 Other non-alcohol beverage 257,250 87.9
10 Fire-and-casualty insurance 223,335 91.3
11 Other foods 220,890 101.8
12 Beer/low malt beer 206,625 106.4
13 Tea 206,580 93.4
14 Restaurant/fast food 203,160 92.9
15 Foreign cinema 194,190 110.8
16 Prerecorded CD/LD/DVD 183,000 121.2
17 Coffee 177,975 101.8
18 Supplements 175,830 96.1
19 Other cosmetics 169,800 101.2
20 Cosmetics/corporate image & multi-category ads 144,070 88.1

Nagoya area
<Sponsorship+Spot Commercial>
Product category Duration
(Sec.)
Year-on-year
(%)
1 Passenger car 578,505 104.0
2 Houses/housing materials 572,355 101.7
3 Life insurance 459,390 95.5
4 Other finance 419,085 113.4
5 Schools 328,400 98.8
6 Other special retailers 311,885 84.9
7 Post & Telecommunications 286,485 109.9
8 Fire-and-casualty insurance 273,750 97.8
9 Sports and amusement facilities 265,830 121.1
10 Toys/video games 262,635 98.1
11 Restaurant/fast food 221,290 109.5
12 Other non-alcohol beverage 215,055 91.4
13 Other services for individual consumers 211,080 118.8
14 Other foods 209,940 112.8
15 Beer/low malt beer 197,160 101.9
16 Prerecorded CD/LD/DVD 174,780 120.5
17 Supplements 169,770 93.6
18 Tea 169,735 87.9
19 Coffee 159,495 97.8
20 Other cosmetics 154,560 98.4

Commercial volume by celebrity (Top 20 celebrities, January -June, 2005)

Kanto area   Kansai area   Nagoya area