Ueto Aya ~ the real CM Queen of 2011

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On February 17th, Video Research Ltd. released various statistics about the usage of commercials in 2011. As usual, they concentrated their analysis on the three main regions of Japan (Kanto, Kansai, and Nagoya) and the five main commercial networks.

The results show that the amount of commercials slightly decreased in Kanto and Kansai, while in Nagoya the amount slightly increased. Moreover they recorded a sharp increase of commercials categorized as ‘Other Organizations’, which includes the ‘AC Japan‘ commercials that continuously aired after the Great Tohoku Earthquake instead of any other commercials. The number of commercials that are centered around ‘Other Cosmetics’, ‘Mail/Telegraph/Telephone’, and ‘Health Preservation Medicine’ also evenly increased their exposure in all three regions.

When looking at the talents used in commercials, it was actress Ueto Aya that claimed the top in all three regions, despite endorsing less companies than others. It’s her third consecutive year on the top for the Kansai region. In Kanto and Nagoya, young star Kato Seishiro stopped her from reaching a similar streak with his popularity in 2010.

Members of AKB48, especially Maeda Atsuko and Oshima Yuko, experienced the most explosive increase of exposure in commercials. The Kanto top 20 includes seven of their members, while the Kansai and Nagoya rankings even includes eight.

You can check out the talent rankings below!
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CM Exposure Ranking of the Kanto Region
01 – 239,550 seconds – 14,884 spots — Ueto Aya (previous year: 2)
02 – 182,550 seconds – 09,754 spots — Owada Kensuke (previous year: 496)
03 – 179,895 seconds – 11,098 spots — Oshima Yuko (previous year: 562)
04 – 171,855 seconds – 10,558 spots — Maeda Atsuko (previous year: 1,343)
05 – 168,435 seconds – 09,101 spots — Nagatomo Yuto (previous year: 2,722)
06 – 168,135 seconds – 10,281 spots — Dante Carver (previous year: 22)
07 – 162,015 seconds – 10,441 spots — Shinoda Mariko (previous year: 562)
08 – 156,465 seconds – 07,664 spots — Sakurai Sho (previous year: 146)
09 – 154,425 seconds – 07,483 spots — Matsuki Rina (previous year: 37)
10 – 153,345 seconds – 09,298 spots — Takei Emi (previous year: 1,341)
11 – 143,685 seconds – 08,943 spots — Kojima Haruna (previous year: 562)
12 – 141,675 seconds – 08,745 spots — Takahashi Minami (previous year: -)
13 – 140,385 seconds – 08,907 spots — Itano Tomomi (previous year: 769)
14 – 139,155 seconds – 08,245 spots — Ayase Haruka (previous year: 35)
15 – 136,155 seconds – 08,203 spots — Fukuyama Masaharu (previous year: 17)
16 – 132,420 seconds – 08,004 spots — Higuchi Kanako (previous year: 9)
17 – 127,965 seconds – 08,111 spots — Kashiwagi Yuki (previous year: 4,286)
18 – 126,885 seconds – 07,932 spots — Mukai Osamu (previous year: 65)
19 – 125,295 seconds – 07,952 spots — Sasaki Nozomi (previous year: 32)
20 – 122,770 seconds – 07,186 spots — Ninomiya Kazunari (previous year: 26)

CM Exposure Ranking of the Kansai Region
01 – 280,365 seconds – 15,239 spots — Ueto Aya (previous year: 1)
02 – 168,435 seconds – 10,647 spots — Oshima Yuko (previous year: 535)
03 – 168,315 seconds – 08,538 spots — Owada Kensuke (previous year: 557)
04 – 162,595 seconds – 10,286 spots — Maeda Atsuko (previous year: 1,541)
05 – 147,225 seconds – 07,405 spots — Karasawa Toshiaki (previous year: 3)
06 – 147,015 seconds – 09,490 spots — Shinoda Mariko (previous year: 539)
07 – 139,800 seconds – 07,801 spots — Becky (previous year: 6)
08 – 134,010 seconds – 07,952 spots — Ayase Haruka (previous year: 33)
09 – 131,670 seconds – 07,897 spots — Dante Carver (previous year: 31)
10 – 131,415 seconds – 08,296 spots — Takahashi Minami (previous year: -)
11 – 129,165 seconds – 06,745 spots — Ishikawa Ryo (previous year: 4)
12 – 121,980 seconds – 07,306 spots — Takei Emi (previous year: 1,541)
13 – 121,680 seconds – 07,635 spots — Kojima Haruna (previous year: 539)
14 – 121,185 seconds – 07,194 spots — Fukuyama Masaharu (previous year: 27)
15 – 120,540 seconds – 06,197 spots — Nagatomo Yuto (previous year: 3,139)
16 – 119,955 seconds – 07,777 spots — Watanabe Mayu (previous year: 2,204)
17 – 119,565 seconds – 05,922 spots — Sakurai Sho (previous year: 134)
18 – 118,860 seconds – 07,496 spots — Kashiwagi Yuki (previous year: -)
19 – 115,455 seconds – 07,379 spots — Itano Tomomi (previous year: 1,006)
20 – 114,525 seconds – 04,825 spots — Inoue Mao (previous year: 14)

CM Exposure Ranking of the Nagoya Region
01 – 203,640 seconds – 12,589 spots — Ueto Aya (previous year: 2)
02 – 163,665 seconds – 10,369 spots — Maeda Atsuko (previous year: 1,481)
03 – 161,945 seconds – 10,583 spots — Karina (previous year: 13)
04 – 161,040 seconds – 10,167 spots — Oshima Yuko (previous year: 406)
05 – 154,140 seconds – 08,489 spots — Owada Kensuke (previous year: 519)
06 – 150,240 seconds – 09,707 spots — Shinoda Mariko (previous year: 406)
07 – 146,610 seconds – 08,934 spots — Dante Carver (previous year: 24)
08 – 139,620 seconds – 08,496 spots — Takei Emi (previous year: 1,646)
09 – 127,695 seconds – 06,003 spots — Amami Yuki (previous year: 9)
10 – 125,850 seconds – 07,914 spots — Takahashi Minami (previous year: -)
11 – 123,135 seconds – 07,194 spots — Ayase Haruka (previous year: 44)
12 – 123,135 seconds – 07,870 spots — Kashiwagi Yuki (previous year: -)
13 – 122,250 seconds – 07,822 spots — Itano Tomomi (previous year: 914)
14 – 122,190 seconds – 07,189 spots — Fukuyama Masaharu (previous year: 27)
15 – 121,035 seconds – 05,877 spots — Sakurai Sho (previous year: 134)
16 – 117,465 seconds – 06,856 spots — Higuchi Kanako (previous year: 12)
17 – 113,820 seconds – 05,941 spots — Nagatomo Yuto (previous year: 3,598)
18 – 112,755 seconds – 07,002 spots — Kojima Haruna (previous year: 406)
19 – 111,990 seconds – 07,228 spots — Watanabe Mayu (previous year: 2,232)
20 – 110,035 seconds – 07,147 spots — Toda Erika (previous year: 18)

Source: Video Research Ltd. & Tokyohive


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