Nihon Monitor Co., Ltd.
Nihon Monitor 2023 Ranking of Companies Using Talent CM
The 2023 annual champion is Haruna Kawaguchi!
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Nihon Monitor Co., Ltd. (Headquarters: Hamamatsucho, Minato-ku, Tokyo, Representative Director and President: Miki Nirasawa) conducts media research and analysis.
We have compiled the “2023 Talent CM Ranking of Companies” based on the CM placement status from January to November 2023.
The survey results are also published on our website.
(http://www.n-monitor.co.jp/
【Investigation result】
With the advent of generative AI such as ChatGPT, ITO EN’s use of AI talent in commercials has become a hot topic, and 2023 has been an epoch-making year that has shaken up the rankings of companies employing AI talent. In the midst of all this, Haruna Kawaguchi continued to show off the strength of real human beings, and was the one who won the top spot in terms of the number of companies hiring her for the year, out of an astonishing 21 companies. It has been used in commercials for almost every genre related to daily life, and its overwhelming strength leaves no room for chance. With such high popularity that it can be said to be in a state of dominance, will they be able to aim for consecutive championships each year? The following companies 16 and 15 were followed by Mana Ashida and Mio Imada, just like in the first half. On the other hand, the top male leader is Kento Kaku with 12 companies. Did his wide range of acting abilities lead to an increase in the number of companies hiring him? Next in the 11th company is Nakayama Kinni-kun, who was also named as a talent who made a breakthrough in the first half of the year. The bright and positive character is compatible with any genre, and it seems like it can still aim for a high ranking.
This year’s breakthroughs include Hikaru Takahashi, who attracted attention for her role as a couple in a commercial with Audrey Kasuga, who is such a fan that she admits to being “Little Tooth,” and Rikako Yagi, who is popular for her role as an alien in a commercial with a distinctive visual. , Miki Fujimoto, who is notable for co-starring with her husband Tomoharu Shoji, and Koumi Hyodo, who is currently shining as a pitcher in the Sunday theater drama “Gekokujo Kyuuji.” Particularly noteworthy is Yuno Nagao (7 years old), who rapidly rose from 2 companies in the previous year to 10 companies, and who is remembered for her genius child role in the drama “Brush Up Life.” From the role of the daughter in the family to the role of a reporter and special forces who are given lines, which are clearly influenced by the drama. I’m looking forward to seeing if this new frontier in commercials will lead to a further increase in the number of companies hiring him.
[Survey overview]
▼Research item: Ranking of companies that use talents appearing in TV commercials
▼Survey period: January 1, 2023 to November 26, 2023
▼Target stations: Nippon Television/TV Asahi/TBS/TV Tokyo/Fuji Television (terrestrial broadcasts on 5 commercial stations in the Tokyo area)
▼Notes: Program promotions, program collaboration commercials starring the person himself, CDs, DVDs, games, apps, music distribution, movie commercials,
Excludes appearances in music videos, appearances only as narration, etc. The number of companies hiring companies is calculated based not on the contract period of each talent, but on whether the commercial they appeared in was actually aired.
I counted. Additionally, if a person was appointed to multiple companies within a group, each company was counted as one company. ■2023 Ranking of companies using talent commercials
21 companies
Haruna Kawaguchi
Ajinomoto / eBay Japan / Casio Computer / Calbee / KIYO Learning / Kumagai Gumi / Clue / Suntory / Suntory Foods International / Shareful / JCB / Shionogi Healthcare / Taiwan National Tourism Board / TIS / Nippon Steel / Nidek / Hamazushi / Farlight Games/Lion/LIFULL/Reckitt Benckiser Japan
16 companies
Mana Ashida
Ajinomoto / SBI General Insurance / Oftex / Konami / Sato Foods / Suntory Foods International / Shionogi Healthcare / Shogakukan / SKY Perfect JSAT / Suzuki / Japanese Red Cross Society / Hitachi Global Life Solutions / Yamazaki Baking / Lion / Recruit / Ymobile (Softbank) 15 companies
Mio Imada
AOKI/SCSK/Kirin Beer/Grop/Kose Cosmeport/C4 Connect/Daiichi Life Insurance/Federated Electric Power Companies/Nichirei/Japanese Red Cross/P&G/Mizuho Bank/Lion/Rakuten Mobile/Recruit
12 companies
Kento Kaku
Ajinomoto/Ajinomoto Frozen Foods/SS Pharmaceuticals/NTT
Communications/Kao/Suntory/Tokai Railway Company/Japan Kentucky Fried Chicken/Nippon Life Insurance/Meiji/Levatec/Leverages
Alice Hirose
Apple Beauty/Oki Electric Industry/Kao/Kirin Brewery/Japan
International Cooperation Agency/Ministry of Internal Affairs and Communications/Toda Construction/Nissin Oillio Group/Coca-Cola Japan/Premier Anti-Aging/Meiji Yasuda Life Insurance/Yamazaki Biscuits 11 companies
Nakayama Kinni-kun
Iris Ohyama / Aoyama Shoji / Aeon / Otsuka Pharmaceutical / Kao / Kakaku.com / J-Storm / Takara Tomy / Nissin Food Products / Nissui / Bookoff Corporation
Suzu Hirose
Ajinomoto Frozen Foods/Weathernews/AGC/Suntory/Shiseido/Suzuki/Senju Pharmaceutical/Softbank/McDonald’s Japan/Fujifilm/Mitsui Fudosan 10 companies
Ayase Haruka
Alinamin Pharmaceuticals/Ezaki Glico/NTT Docomo/Kikkoman/Coca-Cola Japan/Nippon Life Insurance/P&G/P&G Prestige/Fujipan/Uniqlo
Eiko Koike
Ajinomoto / Aflac Life Insurance / GlaxoSmithKline / SPRIX / Ministry of Agriculture, Forestry and Fisheries / Honda Motor Co., Ltd. / Unicharm / Lion / Rains International / Ymobile (Softbank)
Masami Nagasawa
Asahi Soft Drinks/Asahi Beer/Kubota/Shiseido/Sumitomo
Forestry/Dainippon Pyrethrum/Japan Racing Association/Forum
Engineering/Mercari/Lion
Nagao Yuno
Koikeya/KOMERI/Toei/Toyo Suisan/Nichiban/P&G/Benefit
One/Meiji/LIFULL/Riken Vitamin
Mei Nagano
Ajinomoto / Kracie Home Products / Koikeya / Sunstar / Suntory Foods International / JCB / HOYA / Mitsubishi Heavy Industries / Mos Burger / Universal Music
Kanna Hashimoto
Aoyama Shoji/NI Consulting/Kao/Housing Information
Center/Suzuki/Timey/Bandai/BookLive/Rains International/Rohto Pharmaceutical
Shuzo Matsuoka
Seiwa Corporation/Sorimachi/Takara Shuzo/P&G/Fuji Pharmaceutical/Print Pack/Marudai Foods/Meiji Yasuda Life Insurance/Megmilk Snow
Brand/Unicharm
9 companies
Eliza Ikeda
IG Securities/EXNOA/KDDI/Shiseido/Seiko Watch/TWO/McDonald’s Japan/Pernod Ricard Japan/Unicharm
Hiroshi Oizumi (TEAM NACS)
Amazon Japan / Suntory / Sony Network Communications / TOPPAN Holdings / Nippon Ham / Hokkaido Tourism Promotion Organization / Yakult Honsha / Yamasa Soy Sauce / Lion
Okada Jun’ichi
Aioi Nissay Dowa Insurance / AKKODiS Consulting / Asahi Breweries / Central Security Insurance / Tokyu Livable / NGK SPARK PLUG / McDonald’s Japan / Hisamitsu Pharmaceutical / Lion
Shun Oguri
Ajinomoto / Ajinomoto Frozen Foods / Suntory / Taisho Pharmaceutical / TVS REGZA / Persol Carrier / Bandai / Sumitomo Mitsui Card / Sumitomo Mitsui Banking Corporation
Takumi Saito
IG Securities/Asahi Breweries/Indeed/Kowa/Nipun/Japan Steel
Works/Hinokiya Group/Fukoku Life Insurance/Marco
sandwich man
Art Moving Center / JA Group Miyagi / JFE Holdings / Tama Home / TBC Group / Four Seas / Hot Staff / Maruka Foods / Recruit
Masaki Suda
Asahi Soft Drinks / Asahi Beer / En Japan / Kao / KDDI / Sompo Japan / Mister Donut / Morinaga Milk / U.S.J.
Nana Seino
INOAC Corporation / Kanro / Kirin Beer / Shiseido / Tokai Tsukemono / Premium Water / Mitsui Sumitomo Insurance / U-CAN / Rakuten Group Hikaru Takahashi
NTT Docomo/Kronos/Ministry of Economy, Trade and Industry/JA Group/Thinkings/DMM. com/Japanese Red Cross Society/Facebook Japan/Proto Corporation
Ayami Nakajo
Indeed / NTT Solmare / Kanebo Cosmetics / Kirin Beer / Kirin Beverage / J-Oil Mills / West Japan Railway Company / Sumitomo Mitsui Card / Recruit
Hidetoshi Nishijima
SB Foods / Kao / Kirin Brewery / Shionogi Healthcare / Softbank / Daiwa House Industry / Tokio Marine & Nichido Anshin Life Insurance / Persol Cross Technology / P&G
Non
Akagi Dairy Products/Apple Auto Network/Ene Change/Seiki
Koizumi/National Pension Fund Federation/JA Zennoh Iwate/White Essence/Mainichi Shimbun/Raxul
Hakata Hanamaru (Hakata Hanamaru/Daikichi)
Aoyama Shoji / Oguchi Sake Brewery / Autoway / Kagome / Kyushu Railway Company / Proto Corporation / Meiji / Mondelez Japan / Lifenet Life Insurance
Riho Yoshioka
DIC/Urban Renaissance Agency/Nivea Kao/Coca-Cola Japan/McDonald’s Japan/P&G/Mizuho Bank/Megane Top/Yokohama Rubber
8 companies
Aragaki Yui
Asahi Soft Drinks/Asahi Beer/Ajinomoto/Kose/Kose Cosmeport/Nintendo/Meiji/Lion Satomi Ishihara
NTT Communications/NTT Docomo/Kao/Santen Pharmaceutical/Sukiya/Daiichi Sankyo Healthcare/Hitachi Johnson Controls Air Conditioning/Mitsubishi UFJ Bank
Shohei Otani
Kowa/Kose/Seiko Watch/ Airlines/New Balance Japan/Mitsubishi UFJ Bank
Haruka Kaki (Nogizaka46)
Alinamin Pharmaceutical/Kose/Sanyo Foods/JA Group/Dip/Morinaga & Co./Unilever Japan/LINE
Ryunosuke Kamiki
Ajinomoto/KDDI/Suntory Beverage & Food
International/Papyless/P&G/Mizuho Bank/Mitsubishi Electric/Recruit Staffing
Mone Kamishiraishi
Kikkoman/Kumon Education Research Group/Suntory/Suntory Beverage & Food International/Daiichi Sankyo Healthcare/Japanese Red Cross Society/Fujiya/Mizuho Bank
Takumi Kitamura (DISH//)
ZOZO / Nikon / McDonald’s Japan / Nestlé Japan / Persol Carrier / VT COSMETICS / Sumitomo Mitsui Card / Sumitomo Mitsui Banking Corporation Tsuyoshi Kusanagi
Asahi Group Foods/Anfa/Kao/Environmental Restoration and Conservation Organization/Suntory/Daio Paper/Papyless/Mizuho Bank
Koshiba Fuuka
Ida Laboratories / SMBC Movit / CCI / Taisei / Mitsubishi Tanabe Pharma / Nissin Oilio Group / Coca-Cola Japan / Yamazaki Bread Sugisaki flower
Ajinomoto/Suntory Foods International/Shikishima Baking/Softbank/Nihon Keizai Shimbun/The Norinchukin Bank/Recruit/Lotte
Issei Takahashi
Kirin Beer / Kracie Home Products / Johnson & Johnson / McDonald’s Japan / Park 24 / Bourbon / Mizkan / Recruit
Kenichi Takifuji
Glico Dairy Products/CCI/Second Street/Dainippon
Pyrethrum/Nakamura/P&G/Lux/Resonac Holdings
Hiroshi Tamaki
Ikeda Model Hall / Ezaki Glico / Elanco Japan / Geekly / Sapporo Beer / Tokyo Nissho Estem / McDonald’s Japan / Hoyou
Mayu Hotta
Iris Ohyama/Ezaki Glico/Sapporo Beer/Seibu Railway/Nippon Rent a Car/Nivea Kao/Hitachi Building Systems/Recruit
Tsubasa Honda
Adastria/SS Pharmaceutical/ZOZO/Techwind/Nature Lab/Myojo
Foods/medicube/Morinaga Milk
Tori Matsuzaka
E-design General Insurance / Kao / Kirishima Sake Brewery / Daiwa House Industry / Chugai Pharmaceutical / House Foods / Yakult Honsha / Recruit
Ryo Yoshizawa
Iris Ohyama / Asahi Breweries / Aflac Life Insurance / Kirin Beverage / Softbank / Mynavi / Mitsui Sumitomo Insurance / Lotte
■Talents who made great strides in 2023/Talents to watch in 2024 [First half of 2022 → Overall 2022 → First half of 2023 → Overall 2023] 0 companies → 2 companies → 6 companies → 10 companies Yuno Nagao 2 companies → 4 companies → 6 companies → 9 companies Hikaru Takahashi 3 companies → 4 companies → 4 companies → 6 companies Rikako Yagi 2 companies → 3 companies → 3 companies → 6 companies Miki Fujimoto 2 companies → 3 companies → 4 companies → 5 companies Kouhei Matsushita 0 companies → 0 companies → 3 companies → 3 companies Hyodo Kokai