What you want to hear! The Current State of Terrestrial TV Advertising (Real) Part 3: "Area Promotion"
Even as the media environment surrounding consumers diversifies, television remains highly anticipated as an advertising medium. Simultaneous broadcasting, simultaneous reception. This style is unique to television. While talk of viewers turning away from TV has been heard in recent years, it is still highly valued as the most influential medium for generating massive awareness reaching tens of millions and sparking interest across broad demographics, including those with low engagement. Concurrently, attention is focused on recent developments: multifaceted television utilization through synergies with internet integration and content power, alongside more precise methods for advertisers to verify return on investment.
In this special feature, staff from Dentsu Inc. Media Services / Radio,TV Division answer straightforward questions from a field perspective. Over four installments, we present a glimpse into the "real present and future" of television advertising.
Q4: Area promotions are attracting significant attention from many advertisers. What can be achieved using television?
Answered by: Kumiko Tamai (Local Operations Department)
Area promotions are actively deployed in TV advertising too. One approach involves partnering with specific regional broadcasters to create "area-exclusive" campaigns. Popular local programs often have high ratings, and featuring product spotlights within them can generate significant buzz. Alternatively, many campaigns involve events linking regional specialties with the advertiser's products, aiming for coverage on local programs. Another approach involves weaving "regional flavor" into nationwide advertising campaigns. Even for the same product, commercials might feature local residents as characters or incorporate regional dialects and local specialties. Adding local elements to national campaigns not only stimulates local pride but also sparks comparisons with other regions.
Last year's launch of AKB48's "Team 8" project exemplifies this approach. Supported by Toyota Motor Corporation, this initiative selected one member per prefecture nationwide through auditions. Its theme was to create local idols in each region and coordinate community-rooted activities with Toyota dealerships across Japan. Local broadcasters handled everything from announcing regional projects and managing auditions to selecting the idols, generating buzz in each area.
Currently, Team 8 appears on Fuji TV's "Mirai☆Monster," where members introduce local gourmet foods. Furthermore, Hokkaido Cultural Broadcasting has launched new initiatives centered on "local identity," such as airing a program featuring Hokkaido representative member Nagisa Sakaguchi in the subsequent time slot. For area promotions, we often ask local broadcasters—who possess overwhelming information dissemination power and deep knowledge of regional trends and culture—to produce commercials and execute events. This approach makes the content more readily accepted by local residents. While collaborating with each local station presents challenges, it allows us to create detailed, locally-flavored projects.
Back Issues
#04 What You Want to Know! The Current State of Terrestrial TV Advertising (Real) "Other General Topics"
#03 What You Want to Know! The Current State of Terrestrial TV Advertising (Real) "Area Promotion"
#02 What You Want to Know! The Current State of Terrestrial TV Advertising (Real) "Sports"
#01 What You Want to Know! The Current State of Terrestrial TV Advertising (Real) "Digital"
Was this article helpful?
Share this article
Newsletter registration is here
We select and publish important news every day
For inquiries about this article
Author
Kumiko Tamai
Dentsu Inc.
Joined the company in 2001. After working in the TV Time Department, TV Business Promotion, and Network Division 2, joined the Local Operations Department in 2009. Responsible for managing nationwide broadcasting station information and assets, planning area promotions tailored to client needs, and executing broadcasting station campaigns. Currently collaborating with broadcasting stations to explore the future direction and business models of television.