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.
Let's start with the positive ranking first.
Which female celebrities are currently in high demand for commercials (CM)?
|
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.
Another interesting ranking would be the new "Television Talent Image Ranking" the people at Video Research Ltd. (responsible for TV ratings etc) published this March. DREAMS COME TRUE (especially Yoshida Miwa) is very popular among viewers, but surprisingly not many clients want to use them in their commercials. There are many talents in this ranking that didn't make it in the ranking above. Why? Is the image not so important after all?
Television Talent Image Ranking (Female Celebrities)
01 – DREAMS COME TRUE
02 – Asada Mao
03 – Becky
04 – Amami Yuuki
05 – Yoshinaga Sayuri
06 – Ueto Aya
07 – Kanno Miho
08 – Ayase Haruka
09 – Matsushima Nanako
10 – Kuroki Hitomi
Further FRIDAY talked about 2 noteworthy young talents that didn't yet make it on the list. Those would be the very popular child talent Fukuhara Haruka (better known as Mine-chan, you should have already noticed her name in the random web polls) and the popular voice actress Hirano Aya.
Right now Fukuhara only stars in a local commercial that is about saving the forest, but she also already appeared in commercials of major toy makers. With her huge following (among the male audience) she should be able to appear in many more commercials from now, and not just toy commercials. Hirano has a huge following as well, but unfortunately she still isn't able to market products that aren't targeted towards "otakus" somehow. Her main deals are with Nintendo for "Pokémon" and "Haruhi Wii" commercials. However, many people expect that it shouldn't take long and she will eventually start to appeal to female high-school students with her character and appearance.
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.
—
Written by: KawaiiJoyuu
Sources: Infoseek Woman
Please link back when posting those news anywhere else.
I love Ueno Juri, but I'm not surprised: she is a very self-confident and strong-minded woman. When asked about her both Tamaki Hiroshi and Eita said that she's very straightforward and director Takeuchi Hideki last January said that Nodame Cantabile taught him how to handle Ueno Juri… So she must be quite a person, probably not the easiest choice for a commercial, but worth taking the risk when it comes to dramas and movies (her good acting skills are out of questions, I suppose).
I am not surprised about Ueno. Her attitude is just not right. In any case though I am surprised that Aya did not make it in the list but then again if they are looking for a face aya has already established herself as the face of yahoo BB, softband, softymo, the gas , oronamin C and so many others that if she goes in more commercials she will get exhausted. It is obvious though that people love her commercials but not just everyone can have her I suppose. haha.
as for sawajiri erika… yeah ok … not the best choice of course.
I am surprised that Aibu Saki made it in the list. After her role in buzzer beat , not many people must like her haha -dies- HAHA anyway XD
As for ayase haruka.. honestly? after her role in Mr.Brain with Kimura Takuya she became more popular which really makes me think that Kimura Takuya has this power of making actresses more popular haha.
Good luck to all the talents <3 Especially my ayachan hoho
I agree I'm not suprised about Ueno. She most likely knows what she wants and most people in the entertainment industry don't want a confident, self assure woman to boss them around. (I love her acting though)
Hirosue does do cm's, she is with tsubaki etc so I would say she's getting back on track there,
Saki has a more sweet girl next door feel so I can understand that she can be popular, and anyway most people only dislike her because she's dating Nagase.
Jenny I heard that she cried on the set of a shooting for a commercial and she was rude to those she has worked with . I dun think that crying in the middle of your work for no reason and throwing tantrums at those who pay her makes her look like someone who knows what she wants… defo not haha … i liked her but after what i heard…i dun like idols who are like her -_-
i dun know hirosue and aibu saki leaves me cold. no particular acting skills, just a semi-cute face.
@bubblegum, are you talking about ueno? hmmm my friend told me that his friend had a chance to interview her when she’s in hongkong and his friend told him that she’s a bit rude…. I am surprised that she had an attitude…hmmm well I don’t mind much since I am not a big fan though I like her in Nodame, hehe
and I am surprised about not seeing aya chan in the list…. hahaha
@tinyamaki
I am not surprised at all. Aya has so many advertisements. It was pretty normal that companies would not want her since Aya has managed to give her face to so many companies and keep being with them up to now. But they really have no brains not wanting aya in their CM’s XD it seems like the japanese adore her in CM’s
as for Ueno. I dun like actresses who have an attitude no matter how good they are , they will always fail. Nodame was a cute drama but IMO it was not an AWESOME drama merely because of the totally UNNATURAL feel it had.
I was wondering if you can share the male celeb list too? If there is any…I’m just curious about the results…though I assume that johnny’s will be all over the list..aka ARASHI = =
Haven’t seen a list for male talents so far this year. I don’t think FRIDAY or another tabloid released one yet. No matter where I look, all I can find is the list from 2009. Sorry. :3
The only talent in that list is are the girls involved in sport! The so-called “Actress`s” are not talent at all! They cant act and are only popular because some of them are cute!
But i quess they are safe here in the Japanese acting bubble, because they would not get a job internationally with their so-called talent!
Dazz in Japan
And yeah, bring on the Popular male actors, lets see if the mumbling, slow talking dumb looking “Daigo” made the list!!
Talent?? PFFFT! yeah right!
@dazz although most of them are not talented, there are a few who are! Like Nakama Yukie! Have you WATCHED her drama’s and movies at all? Miyazaki Aoi is also good… as for the rest of the actresses … hahahahah NEXT!
Someone found a male list on a livejournal community. I hope it’s ok if I post the link:
http://community.livejournal.com/aramatheydidnt/802708.html?thread=55716244#t55716244
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Waww Ueno juri amazing .( ˘ з˘)