[Oshikatsu/Support Advertisement Survey 2024] Prioritize your support over yourself, your family, and your lover! ? The potential market for "support advertisements" given to supporters is 76.9 billion yen!

A nationwide survey of approximately 25,000 people aged 15 to 79 was conducted.

The "Jeki Cheering Advertising Office (Cheering AD)" of JR East Japan Planning Co., Ltd. (Headquarters: Shibuya-ku, Tokyo, President: Ryoji Akaishi) conducted the "Oshikatsu/Cheering Advertising Survey 2024" on a nationwide scale in order to understand the actual situation of Oshikatsu and the penetration status of support advertising.

This survey is now in its third year, and this time it was the largest survey ever conducted, targeting approximately 25,000 people aged 15 to 79.
As a result of the survey, it became clear that one in four people who engage in Oshikatsu celebrate anniversaries such as their Oshi's birthday, and that ``celebrating anniversaries'' has become a staple of Oshikatsu. Furthermore, the average budget for celebrating anniversaries is 14,000 yen, and 20% of people spend more than half a year preparing for their anniversaries, indicating that they place more importance on them than other anniversaries (such as those of themselves, family, lovers, Christmas, etc.).

It was also found that "support advertising" was ranked third as a means of celebrating Oshii's anniversary, and its potential market reached 76.9 billion yen.

The survey results suggest that the culture of celebrating oshi's anniversaries through support advertisements is creating an "anniversary effect" that deepens the bonds between fans and further strengthens their love for their oshis. We believe that due to this "anniversary effect," support advertisements are no longer just a means of celebration, but have become an important activity that broadly conveys the appeal of Oshi, fostering bonds between fans, and has an impact on the development of content.

1. Retention rate

``People who like and support something'' accounted for 53.3% of the total, and 26.3% of them answered that they had a ``favorite''. This result shows that "favorite" and "like" have different consciousness and emotions.
Additionally, the percentage of women in their 15 to 29 year olds who answered that they had someone to support them was 56.9%, and approximately 15% or more of women in their 60s to 70s. From this, it became clear that the existence of "Oshi" is not limited to young people, but is widespread among a wide range of generations.

2. Difference in consciousness between “favorite” and “like”

It turns out that "favorites" have a higher level of enthusiasm for support than "likes" and tend to wish for happiness and success. In particular, they have a strong desire to spread the word and contribute financially, and it can be seen that they feel happiness through support, which also leads to self-investment.

3. Oshikatsu Implementation details

As a result of a survey of oshikatsu that have actually been held, it was found that 28% of fans celebrate their favorites' birthdays or anniversaries, and 1 in 4 people do so. Additionally, it has become clear that celebrating anniversaries has become a popular way to support people, along with other activities such as carrying goods and ita bags (26.5%) and posting their support on SNS (25.3%).

4.Cost and duration of the event

It was found that 45% of people spend an average of 14,100 yen on their favorite anniversary and prepare for more than a month. Also, compared to their own or their family's birthdays, there is a strong tendency to spend money and time on special anniversaries, with 20% of people starting preparing six months in advance.

5. Top 3 things to do on your favorite anniversary

When we investigated what to do on Oshi's anniversary, we found that the first place was to post on SNS, the second place was to prepare a commercially available cake, and the third place was to plan, invest in, and tour support advertisements. Support advertising is an activity where fans act as advertisers to celebrate their favorites on their birthdays and anniversaries. It has become clear that there is a growing culture of celebrating special days through advertising.

6. [General consumers/Osho-katsu implementers] Awareness of support advertisements

It was found that the recognition rate of support advertisements reached 19.5% regardless of the presence or absence of support. The level of awareness among those who promote the service is particularly high at 59%, and 27% have actually seen it. The recognition level of those who carry out Oshikatsu has increased by 14.7 points from last year, indicating that support advertisements are becoming more and more widely known among people who carry out Oshikatsu, and opportunities to see them are increasing.

7. [General consumers] Nationwide recognition of support advertisements

This time, we will conduct a nationwide survey for the first time and reveal the level of awareness nationwide on a general consumer basis, regardless of whether or not they are Oshikatsu. Tokyo had the highest level of awareness at 25.6% and also had the highest number of support advertisements. On the other hand, Fukui Prefecture had the lowest level of awareness, with 12.7% or 1 in 10 people being aware of it. You can see that recognition of support advertising is spreading nationwide, regardless of whether it is endorsed or not.

8. Reasons for carrying out support advertisements and why I saw them

The most common reason for running support ads was ``I want to get excited among my fans,'' and 80% of fans felt that the bond between fans had deepened after running support ads. Regarding the reason why they went to see advertisements, many people moved after watching SNS, and about 20% of them went to see advertisements by taking the Shinkansen or airplane. In this way, it was confirmed that ``the behavior of going to see support advertisements'' is becoming established as a part of Oshikatsu.

9. Effects of support advertisements

After implementing support advertising, 86.8% of organizers and investors increased their spending on Oshii activities, such as participating in events and purchasing CDs, and 89.1% felt that they wanted to support Oshii even more. Additionally, 60% of people who saw the support advertisements became interested in the supporter, and 74% said they wanted to support the supporter more. It can be seen that support advertisements have an impact not only on those who publish them, but also on those who view them, and have the effect of activating content.

10. The potential market size of support advertising is approximately 76.9 billion yen

The potential market for support advertising is estimated to be approximately 76.9 billion yen, equivalent to approximately 10% of the support market size (approximately 800 billion yen) and approximately 18% of outdoor advertising and transportation advertising expenses (approximately 433.8 billion yen).

Support advertising, where the advertisers are general fans rather than companies, is likely to continue to expand in the future. The main form of support advertising in Japan is station posters, but in recent years it has expanded to a variety of large-scale advertising such as Oshiden trains and airplane wrapping.

The “anniversary effect” accelerates interest in and consumption of content.

"Oshi" is not just a buzzword that translates to "like", but there is a deep desire to wish the Oshi happiness and spread its charm. Furthermore, a unique aspect of Oshikatsu is that this support leads to one's own happiness. Celebrating your Oshi's anniversary can be said to be a symbolic action that not only wishes for your Oshi's happiness, but also connects to your own happiness.

In this survey, ``posting support advertisements'' ranked third as a way to celebrate anniversaries. This shows that the fans' strong desire to spread their support to many people is manifested in concrete actions. Furthermore, it was revealed that 20% of fans spend more than six months preparing for their favorite's anniversary.

Generally, it takes three to six months to put up support advertisements, and through the preparation, the feelings toward Oshi deepen and the connections with friends are strengthened. In fact, after running support advertisements, approximately 80% of fans responded that their other support activities became more active, such as ``participating in events'' and ``purchasing goods/CDs.'' Additionally, 60% of people who saw the support advertisements said they were interested in Oshi, leading to the expansion of a new fan base.

Celebrating Oshi's anniversary through ``support advertisements'' not only strengthens the ties between fans and deepens their love for Oshi, but also creates an ``anniversary effect'' that spreads the appeal of Oshi.
We will support fans who want to celebrate anniversaries by posting support advertisements, foster connections between fans through the "anniversary effect," and create a world where content becomes even more active.

Please see below for past survey results. We will continue to conduct research and contribute to the expansion of the advertising and content market as well as the culture of advertising by general consumers. If you are interested in detailed data on this survey, other Oshikatsu-related data, or joint research, please contact us. We will continue to regularly publish survey data on the "Cheering AD" site.

▼“Osho-katsu/Support Advertisement Survey 2023”

[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"?

▼“Osho-katsu/Support Advertisement Survey 2022”

<[Oshikatsu/Support Advertising Survey 2022] Towards “an era where consumers advertise their “Oshi””