Japan's TV Ads: TV Ads Not Working

Hiroko Tashiro’s piece in the September 5 issue of Business Week (BW’s Talk Show section):

“Throughout August, 133 Japanese TV stations are airing commercials to promote the importance of…commercials. Japanese advertisers, like those in the U.S., worry about growing use of digital video recorders, now in 15% of Japan’s homes. By letting users skip ads, DVRs have knocked $489 million off the value of commercials to advertisers, says the Nomura Research Institute. To win back advertisers, the National Association of Commercial Broadcasters in Japan named Aug. 28 TV CM (commercial) Day. In one spot, a singer Aya Matsuura works a puppet that says, ‘Commercials are fun, aren’t they?’ adding, ‘It’s ventriloquism, so of course I’m made to say so.’ Viewers, of course, may skip these ads, too.”

Is this a joke? Does Japan’s NACB think this will turn the tide on commercial skipping, and save those $489 million dollars from migrating to more effective media platforms? I don’t know how Japanese media buyers are responding, but I question the wisdom of a month-long broadcast campaign that reminds them how much of their ad budgets are going to waste.

  1. # PVRblog said: August 29th, 2005 at 10:40 am

    Happy Commercial Day!

    From Chas Edwards’ post about Japan’s TV Ads: TV Ads Not Working:Throughout August, 133 Japanese TV stations are airing commercials to promote the importance of…commercials. Japanese advertisers, like those in the U.S., worry about growing use of …

  2. # Riding Sun said: October 12th, 2005 at 8:33 am

    Japan imitates the Onion

    The Onion, May 25, 2005:National Advertising Board Launches ‘Advertising: Get The Message!’ Campaign
    In an effort to raise the individual American’s awareness of and inte…

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