Video Research Ltd. - 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

Considering the number of TV commercials aired, program commercials showed a slight gain while spot commercials decreased marginally in all three regions, remaining the same level (compared to the same period last year) as a whole.
When viewed by product categories, the product that had the largest number of aired commercials was "passenger cars" in all three regions.
The celebrity that appeared the most in TV commercials in all three regions was "Kenji Sakaguchi".

*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)

Considering the number of commercials aired during January to June 2005 in the three regions, spot commercials increased slightly while program commercials decreased slightly. The total number of commercials aired remained at the same level.
Although the results in Kanto and Kansai Regions were slightly lower than the previous survey, when compared to the number aired during the same period in 2003, the number increased by 0.9% in the Kanto Region and 2.1% in the Kansai Region.

Total Commercial volume in January - June

**Kanto area**
	Unit: '000sec.		Year -on- year (%)
	2004 Total Jan.-Jun.	2005 Total Jan.-Jun	Year -on- year (%)
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	Year -on- year (%)
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	Year -on- year (%)
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)

When viewed by product categories, the product that had the most aired commercials in all three regions was "passenger cars". Compared to the same period the previous year, the number decreased slightly in the Kanto Region but the number in other regions exceeded previous year's results.
On the other hand, while "life insurance" and "insurance against loss" increased significantly in the Kanto Region, the numbers decreased in the other two regions.
Other products for which the number of commercials increased in all three regions are: “other finance” including consumer financing, “housing/building materials in general” including remodeling and weekly rental condominiums, “CD/LD/DVD software,” “postal, telecommunication, telephone” including optical communication, and “beer and happoshu(low malt beer).”
Other products that increased the number of commercials are “foreign (western) movies” in Kanto and Kansai regions; and in Nagoya region, “sports and amusement facilities,” including pachinko parlors, and “other services for individual consumers,” including wedding centers.

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)

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