Niigata prefecture shows the strongest support for their J-league home-team Summary of the 5th J-READ National Newspaper Readership Survey
March 29, 2006
We are pleased to announce that the report for the 5th Comprehensive National Newspaper Readership Survey (J-READ) is now available.
The survey was conducted in October, 2005 for the purpose of providing in-depth information on Japanese newspaper readership. The survey data also provides support in creating more effective advertising planning. The survey is based on a one-week newspaper readership to be filled in by the respondents, to provide not just an insight into their readership, but also their views towards the paper, consumer products usage and lifestyle.
Extract from the Survey Findings
1) Basic Newspaper Readership Data - Japanese people and the newspapers
- Over 70% of daily newspaper readers get the morning edition. About 40% of those start reading from the front page and women predominantly start reading from the back page of the newspaper.
- Women react more strongly on newspaper advertisements than men. Particularly women in their 30's are interested in advertisements.
2) Unique findings from J-READ - National Lifestyle Trends
- Favorite J-league (football) Team
- Niigata prefecture residents have shown the highest level of loyalty and support to their J-league home-team.
- Favorite Japanese Pro-Baseball Team
- Fukuoka prefecture residents have shown the highest level of loyalty and support to their Pro-Baseball home-team.
Survey Outline
| Survey Area |
Nationwide (47 prefectures and administrative regions) |
| Coverage |
General and Sports newspapers; Total: 113 |
| Respondents |
Men and women 15 - 69 |
| Sampling |
RDD (random-digit dialing) |
| Sample Size |
33,800 individuals nationwide (85.2% response-rate) |
| Survey Period |
Sunday, October 16th, 2005 - Saturday, October 22nd, 2005 (Survey based on respondents recording a diary for one week) |
| Survey Method |
The Questionnaires were mailed to the respondents who agreed to participate in the subject survey. After the diary filling-in period was over, the Questionnaire were to be returned by mail. |
