Key Facts
• Fuji TV’s CM recovery reached 40% from April to August 2025.
• October projections indicate an 80% recovery in advertising.
• CM cancellations followed a scandal involving former talent Masahiro Nakai.
• Fuji Media Holdings revamped management during a June 25 shareholder meeting.
• Compliance measures and restructuring began in July 2025.
• 300 companies advertised from April to August; August alone saw a 50% recovery.
• January to March 2025 saw a low of 14% (101 companies).
• Financial firms like Daiwa Securities resume ads in October; others like SMFG are considering.
• Toyota resumed limited CM in motorsports segments; Suntory and Lotte restarted in July.
• Kirin Holdings and others remain cautious, citing ongoing reform progress.
• Japan Business Federation Chair Yoshinobu Tsutsui stated ad decisions are under review.
Summary
Fuji TV’s advertising recovery is gaining momentum following a management overhaul and compliance reforms. After a significant drop in CM placements due to a scandal, the broadcaster reported a 40% recovery from April to August 2025, with expectations of reaching 80% by October. Key advertisers, including Daiwa Securities and Toyota, are resuming campaigns, while others remain cautious. The success of Fuji TV’s restructuring efforts will be critical for sustained trust and financial recovery.
