[Supporting/Supporting Advertising Survey 2023] - 90% want to run again, 80% want to push more - What is the "endorsing cycle" brought about by "supporting ads"?

The ``Jeki Cheering Advertising Office (Cheering AD)'' of JR East Japan Planning Co., Ltd. (Headquarters: Shibuya-ku, Tokyo, President: Ryoji Akaishi) conducted a survey (``Oshikatsu/Cheering Advertisement Survey 2023'') from December last year to the beginning of the year to understand the penetration status of cheering advertisements.

The potential market for ``support advertising,'' where ordinary consumers place advertisements for ``favorites'' that they like and want to support, is estimated to be 37.7 billion yen, an increase compared to last year.

Approximately 40% of people with experience in oshikatsu are aware of ``support advertisements,'' and it has been found that a certain number of them even travel long distances (expeditions) to view support advertisements.
Furthermore, after implementing support advertisements, approximately 40% felt that the connections between fans had become deeper, and approximately 80% said that their support activities other than support advertisements had become more active.

We believe that fan-centered support advertising creates empathy among fans and creates a positive cycle that further energizes content.

We named this cycle the "Oshi Cycle." Through our support advertising support service, we aim to promote this "pusher cycle" and revitalize content.

*The "Support Advertisements" in this release are based on interviews regarding "Transportation Advertisements/Outdoor Advertisements."

1. Oshikatsu experience rate

Approximately 40% of men and women between the ages of 15 and 69 answered that they had experience in oshikatsu. Of these, approximately 60% of women aged 15 to 29 said they had experience in oshikatsu.
Approximately one in four men and women in their 50s and 60s answered that they had experience with Oshikatsu, indicating that a wide range of generations have experience with Oshikatsu.

2. Push activity content

The top activities that respondents have done are ``watching videos related to oshi,'' ``participating in concerts, plays, games, etc.,'' and ``going to buy goods.'' Fans take the lead in activities to support their favorites, such as ``celebrating their favorites' birthdays and anniversaries,'' ``going to see support advertisements,'' ``sending congratulatory flowers,'' and ``planning and investing in support advertisements.''

3. [Those with experience] Long-distance travel (expedition) experience rate

It was found that approximately 30% of those with experience in Oshikatsu had traveled long distances (expeditions). Looking at the travel implementation rate by push activity, it can be seen that even push activities without a pusher, such as ``pilgrimage to sacred places,'' ``gathering with fellow fans,'' and ``going to see support advertisements,'' lead to motivation for expeditions.
Since "support advertising (saengil advertising)" is a culture that originated in Korea, it is thought that the proportion of people who go overseas to see support advertisements is higher than that of other supporters.

4. [Those with experience in push activities] Support advertising recognition rate

The recognition rate of "support advertisements" among those with experience in pushing activities is approximately 40%. Of those, 20% said they had actually seen it.
Approximately 60% of men and women between the ages of 15 and 29 are aware of the service, and approximately 40% of men and women in their 60s are aware of it, suggesting that it has penetrated a wide range of generations with experience in life.

5. [People in contact with support advertisements] Impact of support advertisements ①

After running support ads, approximately 40% of organizers and investors said that the connections between fans had become deeper. Approximately 50% of fans who went to see the advertisements felt a deep connection between them.

Additionally, approximately 50% of fans who went to see support advertisements posted photos of the support advertisements they went to see on SNS. The act of viewing and posting support advertisements is also an act of "support," and since posting on SNS also leads to interaction, it is thought to be a factor in the feeling of a deeper connection between fans.

6. [Support advertising contact person] Impact of support advertising ②

Approximately 80% of respondents said that after implementing support advertisements, their support activities other than support advertisements (participating in events, purchasing goods/CDs, etc.) became more active. Compared to the previous survey, the number of people who answered "increased" has increased by approximately 15%.

7. [Support advertising implementer] Intention to re-implement

Approximately 90% of support advertising organizers said they would like to host the event again. Approximately 80% of supporting advertising investors expressed an intention to reinvest, and approximately 70% responded that they were willing to host the event. We found that the intention to repeat the program was very high.

8. “Support advertising” potential market

The potential market for support advertising is 37.7 billion yen, which is expanding compared to the previous year.
The amount of money that inexperienced people can spend on support advertisements has increased from the previous year to 47,000 yen, and the fact that the value of support advertisements is becoming more widespread among inexperienced people is thought to be a factor in the potential market expansion.

“Osho cycle” brought about by support advertisements

By implementing ``support advertisements,'' which are fan-centered ``active promotion,'' we create empathy among fans, which generates enthusiasm and further energizes the content.
We create that positive cycle“Oshi cycle”I named it.
Through our advertising support service, we“Oshi cycle”We will create a world where content is invigorated.

Please see below for last year's survey results.

“Support/Support Advertising Survey 2022”

By continuing to conduct research, we will contribute to the expansion of the content market and the culture of advertising by general consumers.

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