Who do clients want in their commercials and who not?
As every year, the weekly magazine "FRIDAY" published the results of the "Talents clients want to/don't want to use in their commercials" ranking. They always ask over 200 advertising companies responsible for dozens of clients and their ads on TV, newspapers, radio, magazines and more.
Rank
Name
Estimated Fee per CM
Main Contract
01
02
03
04
05
06
07
08
09
10 Asada Mao
Ayase Haruka
Miyazaki Aoi
Aoi Yuu
Sasaki Nozomi
Nakama Yukie
Horikita Maki
Aibu Saki
Dan Rei
Miyazato Ai 870,000 USD
540,000 USD
540,000 USD
380,000 USD
270,000 USD
650,000 USD
380,000 USD
430,000 USD
270,000 USD
540,000 USD Morinaga
KFC
Aflac
JRA
Lotte
Sapporo Beer
Fujifilm
NTT Communications
Suntory
Mitsubishi
Asada Mao obviously is a very popular girl right now and the Olympics in Vancouver increased her market value even more. The rest of the list gets dominated by popular actresses, but surprisingly some sure bets such as Ueto Aya or Aragaki Yui didn't make it on the list this time. Not even Yoshinaga Sayuri with an estimated fee of over 1,000,000 USD per CM made it on the list. There are several reasons and in the case of Ueto one marketing expert explained, "She simply is in too many commercials."
He's right. Ueto usually has 14 or more contracts running at the same time and it's difficult for companies to market her as their image character anymore. People are supposed to associate her face with their company, but that's almost impossible with her by now. Only Softbank can be sure that people know her as the daughter of the dog-father in the "White Family" commercials.
Gakky has a similar problem thanks to her new contract with Tokyo Metro. Her posters are everywhere in stations in and around Tokyo. Other companies have their difficulties making her known as their image character with such a dominating presence in everyones daily life. Yoshinaga might be perfect for commercials, why else would she have such a high guaranteed fee, but most companies don't want to and can't afford that much money for a single person anymore.
Now it's time to look at the talents companies rather not want to use in their commercials.
Rank
Name
Estimated Fee per CM
Main Contract
01
02
03
04
05
06
07
08
09
10 Sakai Noriko
Sawajiri Erika
Fujiwara Norika
Hisamoto Masami
Kanda Uno
Ueno Juri
Hirosue Ryoko
ICONIQ
Tsuchiya Anna
Kinoshita Yukina 000,000 USD
320,000 USD
320,000 USD
220,000 USD
220,000 USD
320,000 USD
430,000 USD
160,000 USD
220,000 USD
220,000 USD lost all contracts
Takano Yuri Beauty Clinic
Gekkeikan
S Foods
Everlife
Daiwa House
Kowa
Shiseido
KDDI
Meiji Seika
Sakai Noriko's situation doesn't have to be explained anymore.
Several talents also damaged their image with a divorce like Sawajiri Erika (though she has a couple more reasons for her bad image), Manabe Kaori, Ogura Yuko and more. Hirosue Ryoko falls into the same category, but she's currently trying to recover her pure image thanks to deals with Coca Cola Japan and so on.
Tsuchiya and Kinoshita have their unique, wild, "yankee" images, but that also makes it difficult for companies to use them in commercials with soft and gentle themes. ICONIQ got pushed a lot recently, but unfortunately there are a lot of haters and her image quickly got damaged with all kind of rumors (with plastic surgery being the most talked about). Not many companies want to use her for their big brands, because there have already been a couple of customer complaints and boycotts for products she advertised.
The biggest surprise should be the unpopularity of Ueno Juri. She barely gets to appear in commercials or ends up appearing together with other talents like her "MAQuillAGE" commercials last year. She doesn't get a lot of solo deals with major companies despite her popularity with the "Nodame" series and her upcoming taiga dorama on NHK. A reporter tries to explain the reason behind her bad image. "Several tabloids already mentioned this a while ago, but Ueno has a really bad reputation among companies. She once got into a dispute with a major telecommunications company. They wanted to get her as their image character, but during the business meeting to arrange the contract she had such a cheeky attitude that they decided to terminate the tentative contract and pull back their commercial offer. Later she had the same attitude during another meeting with another company. The result is that now companies hesitate a lot before making her an offer anymore."
Reputation seems to be more important than image in the commercial world.
Source: www.kawaii-joyuu.com/
Rank
Name
Estimated Fee per CM
Main Contract
01
02
03
04
05
06
07
08
09
10 Asada Mao
Ayase Haruka
Miyazaki Aoi
Aoi Yuu
Sasaki Nozomi
Nakama Yukie
Horikita Maki
Aibu Saki
Dan Rei
Miyazato Ai 870,000 USD
540,000 USD
540,000 USD
380,000 USD
270,000 USD
650,000 USD
380,000 USD
430,000 USD
270,000 USD
540,000 USD Morinaga
KFC
Aflac
JRA
Lotte
Sapporo Beer
Fujifilm
NTT Communications
Suntory
Mitsubishi
Asada Mao obviously is a very popular girl right now and the Olympics in Vancouver increased her market value even more. The rest of the list gets dominated by popular actresses, but surprisingly some sure bets such as Ueto Aya or Aragaki Yui didn't make it on the list this time. Not even Yoshinaga Sayuri with an estimated fee of over 1,000,000 USD per CM made it on the list. There are several reasons and in the case of Ueto one marketing expert explained, "She simply is in too many commercials."
He's right. Ueto usually has 14 or more contracts running at the same time and it's difficult for companies to market her as their image character anymore. People are supposed to associate her face with their company, but that's almost impossible with her by now. Only Softbank can be sure that people know her as the daughter of the dog-father in the "White Family" commercials.
Gakky has a similar problem thanks to her new contract with Tokyo Metro. Her posters are everywhere in stations in and around Tokyo. Other companies have their difficulties making her known as their image character with such a dominating presence in everyones daily life. Yoshinaga might be perfect for commercials, why else would she have such a high guaranteed fee, but most companies don't want to and can't afford that much money for a single person anymore.
Now it's time to look at the talents companies rather not want to use in their commercials.
Rank
Name
Estimated Fee per CM
Main Contract
01
02
03
04
05
06
07
08
09
10 Sakai Noriko
Sawajiri Erika
Fujiwara Norika
Hisamoto Masami
Kanda Uno
Ueno Juri
Hirosue Ryoko
ICONIQ
Tsuchiya Anna
Kinoshita Yukina 000,000 USD
320,000 USD
320,000 USD
220,000 USD
220,000 USD
320,000 USD
430,000 USD
160,000 USD
220,000 USD
220,000 USD lost all contracts
Takano Yuri Beauty Clinic
Gekkeikan
S Foods
Everlife
Daiwa House
Kowa
Shiseido
KDDI
Meiji Seika
Sakai Noriko's situation doesn't have to be explained anymore.
Several talents also damaged their image with a divorce like Sawajiri Erika (though she has a couple more reasons for her bad image), Manabe Kaori, Ogura Yuko and more. Hirosue Ryoko falls into the same category, but she's currently trying to recover her pure image thanks to deals with Coca Cola Japan and so on.
Tsuchiya and Kinoshita have their unique, wild, "yankee" images, but that also makes it difficult for companies to use them in commercials with soft and gentle themes. ICONIQ got pushed a lot recently, but unfortunately there are a lot of haters and her image quickly got damaged with all kind of rumors (with plastic surgery being the most talked about). Not many companies want to use her for their big brands, because there have already been a couple of customer complaints and boycotts for products she advertised.
The biggest surprise should be the unpopularity of Ueno Juri. She barely gets to appear in commercials or ends up appearing together with other talents like her "MAQuillAGE" commercials last year. She doesn't get a lot of solo deals with major companies despite her popularity with the "Nodame" series and her upcoming taiga dorama on NHK. A reporter tries to explain the reason behind her bad image. "Several tabloids already mentioned this a while ago, but Ueno has a really bad reputation among companies. She once got into a dispute with a major telecommunications company. They wanted to get her as their image character, but during the business meeting to arrange the contract she had such a cheeky attitude that they decided to terminate the tentative contract and pull back their commercial offer. Later she had the same attitude during another meeting with another company. The result is that now companies hesitate a lot before making her an offer anymore."
Reputation seems to be more important than image in the commercial world.
Source: www.kawaii-joyuu.com/