Ueto Aya finally becomes CM queen

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Video Research Ltd. has released the 2011 edition of its annual report on TV commercial data. In particular, its ranking of celebrity screen time revealed that actress Ueto Aya received the most exposure in 2011 in the Kanto, Kansai, and Nagoya areas, largely due to her appearances in the SoftBank and Asahi commercials. Dante Carver, who also appears in the SoftBank commercials, rose from 22nd to 6th in the Kanto region.

In the Kanto region, Ueto has always ranked in the top 20 since 2004, reaching as high as #2 before 2011. In 2011, she was #1 by a wide margin, with 239,550 seconds (more than 66.5 hours) of screen time over 14,884 commercials. Counting all three regions in the report (Kanto, Kansai, Nagoya), she had 723,555 seconds (almost 201 hours) over 42,712 commercials.

Idol group AKB48 also had a breakout year. While none of the members ranked in the top 20 during 2010, this time three members were in the top 10 with four more in the top 20.

The top 20 in the Kanto region are listed below. (2010 rank is in parentheses.)

  1. Ueto Aya – 239,550 seconds – 14,884 commercials – (#2)
  2. Owada Kensuke – 182,550 seconds – 9,754 commercials – (#496)
  3. Oshima Yuko – 179,895 seconds – 11,098 commercials – (#562)
  4. Maeda Atsuko – 171,855 seconds – 10,558 commercials – (#1,343)
  5. Nagatomo Yuto – 168,435 seconds – 9,101 commercials – (#2,722)
  6. Dante Carver – 168,135 seconds – 10,281 commercials – (#22)
  7. Shinoda Mariko – 162,015 seconds – 10,441 commercials – (#562)
  8. Sakurai Sho – 156,465 seconds – 7,664 commercials – (#146)
  9. Matsuki Rina – 154,425 seconds – 7,483 commercials – (#37)
  10. Takei Emi – 153,345 seconds – 9,298 commercials – (#1,341)
  11. Kojima Haruna – 143,685 seconds – 8,943 commercials – (#562)
  12. Takahashi Minami – 141,675 seconds – 8,745 commercials – (unranked)
  13. Itano Tomomi – 140,385 seconds – 8,907 commercials – (#769)
  14. Ayase Haruka – 139,155 seconds – 8,245 commercials – (#35)
  15. Fukuyama Masaharu – 136,155 seconds – 8,203 commercials – (#17)
  16. Higuchi Kanako – 132,420 seconds – 8,004 commercials – (#9)
  17. Kashiwagi Yuki – 127,965 seconds – 8,111 commercials – (#4,286)
  18. Mukai Osamu – 126,885 seconds – 7,932 commercials – (#65)
  19. Sasaki Nozomi – 125,295 seconds – 7,952 commercials – (#32)
  20. Ninomiya Kazunari – 122,770 seconds – 7,186 commercials – (#26)

Sources:
Sankei Sports
Video Research Ltd.

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