How to Advertise on TV in Japan: A Complete Guide [Updated for 2025]
- ulpa
- May 24
- 14 min read
Advertising on TV in Japan offers a unique opportunity to reach a diverse and extensive audience. This guide will help you navigate the intricacies of Japanese TV advertising, from understanding cultural nuances to selecting the right advertising strategies. By delving into the specifics of the Japanese market, this guide aims to provide a comprehensive resource for businesses looking to enhance their brand visibility and effectiveness in Japan.
Table of Contents
FAQ Section
The Japanese TV Advertising Landscape
The Japanese TV market is vast and varied, with numerous channels catering to different demographics. Key players in the market include NHK (non-ad platform), Fuji TV, Nippon TV, and TV Asahi, to name but a few. Understanding the landscape is crucial for effective advertising. In 2024, traditional media advertising (newspapers, magazines, radio and television) grew to ¥2,336.3 billion, about 30.4 percent of total ad spend, while internet advertising surged to ¥3,651.7 billion (47.6 percent). Video ads alone posted a 23 percent jump to ¥843.9 billion, overtaking display for the first time and underscoring why Connected TV (CTV) and AVOD platforms have become critical channels in 2025.
Types of TV Commercials
Time TV Commercials
Time TV commercials are contracted to run during specific programs based on the target audience’s viewing habits. These ads are typically 30 seconds long and are scheduled to air regularly throughout six months. This approach helps create a memorable viewing experience and strengthens brand association with popular TV shows.
Spot TV Commercials
Spot TV commercials are scheduled to air at specific times of the day, independent of the programming. These ads can vary in length, typically 15 to 30 seconds, and help target viewers during peak viewing times or specific seasons. Spot commercials are particularly effective for seasonal marketing campaigns, ensuring the target audience is consistently exposed to the product or service.
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Your Company in Japan.
Costs of TV Advertising in Japan
Advertising costs in Japan can be substantial, especially for prime time slots. Factors influencing costs include the time of day, the program's popularity, and the commercial's duration. In 2025, on average, a 30-second prime-time slot can range approximately ¥1.6 million–¥5.3 million per airing (reflecting a ~5 percent YOY increase over 2024’s ¥1.5 million–¥5.0 million range). The final cost for Time TV commercials is negotiated based on program popularity, ratings, and market trends. In contrast, Spot TV commercials are generally calculated using the formula: Targeted GRP (Gross Rating Point) x CPRP (Cost Per Rating Point).
CTV & Online Video Commercials
As of 2025, CTV platforms, such as TVer, AbemaTV and various FAST channels, plus AVOD services, account for an ever-growing slice of video ad spend. You’ll encounter:
Pre-roll & mid-roll ads on catch-up apps.
Interactive overlays on smart-TV interfaces (e.g. click-to-url, QR pop-ups).
Shoppable ad units that let viewers buy products directly from their remote.
Unlike linear “spot” buys, CTV inventory is often sold programmatically on CPM (cost-per-mille) or CPCV (cost-per-completed-view) models, giving you flexible entry points and granular targeting by household demographics.
Crafting Effective TV Commercials
Cultural Nuances and Preferences
Japanese consumers value advertisements that evoke emotions and connect on a personal level. Incorporating elements of Japanese culture, such as seasonal themes, local celebrities, and traditional symbols, can enhance the effectiveness of your commercial.
The Power of Cuteness (Kawaii)
In Japan, cuteness (kawaii) is a powerful cultural element that resonates deeply with consumers. Ads featuring cute characters, animals, or scenarios can create a positive emotional connection with the audience. This approach is particularly effective in fostering brand loyalty and engagement.
Emotional Connection
Emotional storytelling is a cornerstone of Japanese advertising. Ads that evoke nostalgia, happiness, or empathy resonate more with Japanese viewers. This approach aligns with the soft sell technique, which emphasises creating a positive mood and atmosphere rather than pushing product features directly.
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Your Company in Japan.
Soft Sell vs. Hard Sell Advertising
Japanese advertising often favours soft sell techniques over hard sell tactics. Soft-sell ads focus on delivering a rewarding experience to viewers without directly promoting the product. This method respects the consumer's space and avoids confrontation, which is more culturally aligned with Japanese preferences. Hard sell tactics, common in Western markets, where ads directly compare products or aggressively push for sales, are less effective and often avoided in Japan.
The Use of Atmospheric Ads
Atmospheric ads, or mood ads, are another speciality of Japanese advertising. These ads use music, colours, symbols, and aesthetics to connect emotionally with the viewer. The goal is to build a positive association with the product or brand through an engaging and visually appealing narrative.
Role of Celebrities (Tarento) in Advertising
Celebrities, known as tarento, play a significant role in Japanese TV commercials. These individuals are often involved in various media, from TV shows to music, and their presence in advertisements can significantly boost a brand’s visibility and credibility. Approximately 70% of Japanese commercials feature celebrities, who often appear as relatable, everyday people, creating a quasi-intimate connection with the audience.
Launching a TV Advertising Campaign in Japan
Initial Meeting and Planning
Begin with an initial meeting with your chosen advertising agency to discuss your goals, target audience, and budget. This planning phase is crucial for defining the scope of your campaign and setting realistic objectives.
Content Creation and Approval
Work with creative teams to develop your TV commercial. Ensure the content aligns with Japanese cultural norms and preferences. All advertisements must pass a content approval process to comply with Japanese advertising standards and regulations.
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Your Company in Japan.
Media Buying and Scheduling
Decide whether to opt for Time or Spot TV Commercials based on your target audience and budget. Negotiate and purchase the necessary slots with broadcasters.
Monitoring and Adjusting
After your commercial airs, monitor its performance through TV ratings and share statistics. Be prepared to adjust your campaign based on the feedback and performance data.
Measuring the Impact of Your TV Advertising
Understanding the effectiveness of your TV advertising campaign is crucial for optimising strategies and ensuring a good return on investment (ROI). Here’s an expanded look at the key metrics and methodologies to measure the impact of your TV ads, broken down into clear sections.
Key Performance Indicators (KPIs)
Brand Awareness: Track the number of unique viewers (reach) and how often they see your ad (frequency). High reach ensures broad exposure, while optimal frequency ensures viewers remember your brand without feeling overwhelmed.
Brand Lift: Evaluate the increase in brand recognition, consideration, and preference post-campaign. Conduct pre- and post-campaign surveys to measure changes in consumer perception.
Engagement Metrics
Viewability: Measure whether your ad was viewed. For an ad to be considered viewable, it should be seen for at least 50% of its duration. High viewability indicates effective placement and engaging content.
Completion Rate: Measure the percentage of viewers who watch your ad from start to finish. High completion rates suggest your ad is engaging and relevant to the audience.
Conversion Metrics
Conversion Rat:e Calculate the percentage of viewers who take a desired action, such as visiting your website or making a purchase, after seeing your ad. This metric links your ad directly to sales performance and customer acquisition.
Cost Per Acquisition (CPA): Divide the total cost of the campaign by the number of new customers acquired. This helps assess the efficiency of your ad spend in generating new business.
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Your Company in Japan.
ROI Analysis
Return on Ad Spend (ROAS): Measure the revenue generated for every dollar spent on advertising. ROAS is calculated by dividing total revenue by total ad spend. High ROAS indicates that your TV ad campaign effectively drives sales and generates profit.
Sales Lift: Analyse the increase in sales attributable to your TV ad campaign. Comparing sales data before, during, and after the campaign helps isolate the impact of your ads. Sales lift demonstrates the direct influence of your TV ads on consumer purchasing behaviour.
Audience Targeting and Segmentation
Target Audience Rating Points (TARPs): Assess how effectively your ad reaches your intended demographic. Analysing performance across different audience segments ensures your campaign resonates with the right viewers.
Tools and Methodologies
Media Monitorin:g Track placements, reach, and frequency using media monitoring tools. These tools provide insights into the visibility and performance of your TV ads across different channels and time slots.
Digital Analytics Integration: Use digital tools like Google Analytics to track online interactions and conversions linked to your TV ads. This integration helps measure the online impact of your TV campaigns, such as website visits and social media engagement.
Surveys and Focus Groups
Conduct surveys and focus groups to gather qualitative insights on brand perception and viewer sentiment. These methods provide a deeper understanding of how your ads influence consumer attitudes and behaviours.
Attribution Modeling
Multi-touch Attribution Models Implement multi-touch attribution models to credit all touchpoints in the consumer journey that lead to a conversion. This approach provides a holistic view of your campaign’s impact by recognising the contribution of each touchpoint, including TV ads.
How to Reduce the Costs of Running TV Ads in Japan?
Optimise Ad Length
One effective way to reduce costs is to optimise the length of your TV commercials. Instead of opting for the standard 30-second spot, consider shorter formats like 15-second ads. These can be equally impactful if crafted well and significantly lower your advertising expenses.
Utilise Non-Prime Time Slots
Advertising during non-prime time slots can be more cost-effective while reaching a substantial audience. Early morning, late night or mid-afternoon slots are typically less expensive than prime time but can still deliver your message effectively to the right audience.
Leverage Local Channels
While national channels Fuji TV offer wide reach, they also cost more. Advertising on local channels can be a cost-effective alternative, allowing you to target specific regions and demographics without the hefty price tag associated with national broadcasts.
Bundle Deals with Media Agencies
Negotiating bundle deals with media agencies can help reduce costs. These deals often include a combination of TV, radio, and digital advertising, providing a comprehensive advertising package at a discounted rate. Building a long-term relationship with a media agency can also lead to better deals and more flexible terms.
Contact ULPA for Help Launching
Your Company in Japan.
Collaborate with Local Influencers
Incorporating local influencers into your TV campaigns can enhance your ad’s effectiveness without significantly increasing costs. Influencers can provide a relatable and authentic connection with your audience, potentially increasing the ad’s impact and reducing the need for high production costs associated with celebrity endorsements.
Produce Ads In-House
Consider producing your TV ads in-house if you have the resources. This can save considerable money compared to hiring external production companies. Ensure you have a creative and experienced team to maintain high production quality.
Repurpose Existing Content
Repurposing existing content from digital platforms, print ads, or previous campaigns can save production costs. Slight modifications can make these ads suitable for TV while keeping costs low. Ensure the repurposed content aligns with the current campaign’s goals and message.
Seasonal and Event-Based Campaigns
Aligning your ads with seasonal events or holidays can increase their relevance and impact. For example, holiday-themed ads can resonate more with viewers, leading to higher engagement without additional ad slots. This strategy leverages the existing high viewership during these periods to maximize reach.
Utilise Data Analytics
Leverage data analytics to understand your target audience's best times and channels. This approach ensures you’re not overspending on ad slots that may not yield the desired results. Data-driven decisions can optimise your ad spend, ensuring maximum impact for every yen spent.
Implement A/B Testing
A/B testing different versions of your commercials can help identify the most effective format, message, and timing. By testing variations, you can optimise your ads for performance, ensuring you get the best results without unnecessary spending.
How to Navigate Japanese Advertising Laws?
Understanding and complying with Japanese advertising laws is crucial to avoid legal pitfalls. Here are some key points:
Careful with Superlatives: The Act Against Unjustifiable Premiums and Misleading Representations prohibits misleading expressions and non-factual claims. Superlative terms must be backed by empirical data.
Dual Pricing Regulation: Misleading dual pricing tactics, such as presenting inflated past prices, are regulated to ensure truthful representation.
Stealth Marketing: Covert advertising methods, including undercover and native advertising, are prohibited.
Regulation of Pharmaceuticals and Medical Devices: Ads for these products must be factual and not misleading. Marketing Authorisation Holders are required for compliance.
Cosmetic Labelling: Labels must be in Japanese and list all ingredients. False or misleading claims are not allowed.
Health Claims in Food Advertising: The Consumer Affairs Agency (CAA) must substantiate and approve specific health-related claims.
Digital & Influencer Guidelines (2025): The Consumer Affairs Agency now requires AVOD and social-video ads to carry clear “#ad” or “#PR” labels, and prohibits any data practices on smart-TV delivery that breach the Act on the Protection of Personal Information.
Practical Steps for Foreign Brands in Japan
Collaborate with Local Agencies
Partnering with local advertising agencies can provide valuable insights into the Japanese market. These agencies understand local consumer behaviour and can help tailor your advertisements to resonate with Japanese audiences. Notable agencies include Dentsu, Hakuhodo, and ADK Holdings.
Utilise Celebrity Endorsements
Leveraging the influence of Japanese celebrities (tarento) can significantly enhance your advertising campaign. These celebrities are highly trusted and admired by the public, making their endorsements powerful tools for building brand credibility and recognition.
Adapt to Seasonal Trends
Japan has distinct seasons, each with cultural significance and consumer behaviour patterns. Adapting your advertising strategy to align with these seasonal trends can increase the relevance and impact of your commercials. For example, ads featuring cherry blossoms in spring or holiday-themed content in winter can resonate deeply with Japanese viewers.
Contact ULPA for Help Launching
Your Company in Japan.
Embrace Digital Integration
Architect integrated campaigns that run linear TV alongside targeted CTV/AVOD, online video (YouTube, niconico), social (LINE, Instagram), and search ads. Leverage TV exposure data to retarget viewers online, closing the loop from broad awareness to direct response.
Focus on High-Quality Production
Japanese consumers appreciate high-quality visuals and production values. Investing in professional production services can enhance the appeal of your TV commercials. Attention to detail, aesthetics, and storytelling can set your advertisements apart.
Successful TV Advertising Campaigns in Japan
Toyota’s Emotional Storytelling
Toyota's advertising campaigns often utilise emotional storytelling to connect with viewers. For example, their "ReBORN" campaign featured the beloved Japanese anime character Doraemon, portrayed by French actor Jean Reno. This campaign resonated deeply with the audience by combining nostalgia with innovative product features.
IKEA’s Kawaii Campaign
IKEA Japan’s "Tiny Homes" campaign introduced BLÅHAJ, a cute shark character, as their spokesperson. The campaign followed BLÅHAJ’s adventures in ultra-compact apartments in Tokyo, leveraging the kawaii element to create a solid emotional bond with viewers. This strategy highlighted IKEA’s understanding of Japanese cultural preferences and successfully promoted their products. (More about IKEA in Japan can be found in this Ulpa blog)
SoftBank’s Use of Tarento
SoftBank frequently uses popular tarento in its commercials to enhance brand visibility. For instance, their series of ads featuring the "Shirato (White) Family," including a talking dog as the family patriarch, created a humorous and memorable campaign that captured the audience's attention and reinforced the brand’s image. (More about Softbank's journey in Japan can be found in these two Ulpa blog posts) Foreign Brands in Japan: Vodafone's Japanese (Mis)Adventure Foreign Brands in Japan: Apple's Strategic Genius
Disney+ “Shōgun” Launch in Japan
Disney+ combined teaser spots on Fuji TV with mid-roll ads on the TVer catch-up app, plus targeted CTV impressions. The multi-platform push drove a 15 percent uplift in branded search queries within one week of airing and outperformed a straight linear buy by 2× in completion rate.
The Future of TV Advertising in Japan
Technological Advancements
The future of TV advertising in Japan is likely to be shaped by technological advancements. Innovations like augmented reality (AR) and virtual reality (VR) are expected to create more immersive and interactive advertising experiences. Brands that leverage these technologies can offer unique and engaging content that stands out in the competitive market. Additionally, Smart-TV and set-top box data now let broadcasters deliver different ads to different households watching the same program, reducing wasted impressions and boosting relevance.
Artificial Intelligence in Advertising
AI in 2025 is powering:
Hyper-targeting on CTV/online platforms via look-alike modelling and household data.
Creative optimisation, using automated A/B testing of cut lengths, taglines, and music beds to predict performance.
Real-time bidding in programmatic TV buys enables minute-by-minute budget shifts.
AI-generated voiceovers and even pilot “AI tarento” characters for low-cost talent alternatives.
At the same time, regulators are debating updates to the Copyright Act and the Act Against Unjustifiable Premiums and Misleading Representations (AUPMR) to cover AI-driven creative claims and attribution.
Sustainability and Ethical Advertising
Sustainability and ethical considerations are becoming more important to Japanese consumers. Brands that demonstrate a commitment to social and environmental responsibility in their advertising can build stronger connections with their audience. Highlighting sustainability initiatives, ethical sourcing, and community support in TV commercials can enhance brand reputation and loyalty.
Advertising on TV in Japan requires a deep understanding of local preferences, cultural nuances, and strategic planning. By leveraging the power of atmospheric ads, the appeal of celebrities, and the effectiveness of soft-sell techniques, you can create impactful TV commercials that resonate with Japanese consumers. Understanding the legal landscape and continuously monitoring your campaign’s performance will help you achieve your marketing objectives and establish a strong presence in the Japanese market.
This comprehensive guide provides the insights and strategies needed to navigate the unique challenges and opportunities of TV advertising in Japan, ensuring your brand reaches and engages this dynamic and influential audience.
Contact ULPA for Help Launching
Your Company in Japan.
FAQ Section
What is the cost of TV advertising in Japan?
In 2025, a 30-second prime-time spot on major terrestrial networks runs about ¥1.6 million–¥5.3 million per airing (roughly 5 % higher than in 2024). Non-prime or regional slots typically cost 30–50 % less, making them a budget-friendly alternative. Meanwhile, CTV and programmatic video buys use CPM or CPCV models, usually around ¥300–¥500 per completed view, allowing you to scale spend precisely by household demographics.
What is the role of celebrities in Japanese TV advertising?
Celebrities, known as "tarento", play a significant role in Japanese TV advertising. Approximately 70% of Japanese commercials feature celebrities, often portrayed as relatable, everyday people. Their presence can significantly boost a brand's visibility and credibility, creating a quasi-intimate connection with the audience and enhancing the ad's overall effectiveness.
How do I measure ROI on integrated TV + digital campaigns?
Start by combining your linear TV metrics (reach, frequency, GRPs) with digital analytics, website visits, video completion rates, and view-through conversions, and then apply a multi-touch attribution model. This approach allocates credit across every customer interaction, from initial TV exposure to CTV/AVOD views, social-media clicks, and search-ad visits—so you capture the full impact of your campaign across channels.
How does CTV advertising differ from traditional TV in Japan?
Traditional TV ads are scheduled in advance and negotiated based on GRP/CPRP rates, delivering a broad-reach message at fixed costs. CTV, by contrast, serves IP-addressable households via smart TVs or set-top boxes and is bought programmatically on CPM or CPCV terms. This lets you define precise audience segments (by age, location, interests), adjust budgets in real time, and only pay for completed views or specific impressions.
What is the future of TV advertising in Japan?
By 2025, Japan’s TV ecosystem is evolving on several fronts: CTV/AVOD platforms like TVer and AbemaTV are capturing younger audiences and siphoning video budgets from linear TV; Addressable TV lets you target individual households via smart-TV data, cutting waste; AI-driven creative optimization and real-time programmatic bidding are moving into mainstream use; immersive AR/VR integrations and interactive overlays on smart TVs are emerging; and viewers increasingly reward brands that emphasise sustainability, social responsibility, and transparent data practices.
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