[Latest version in 2026] What is support advertisement (Saengil advertisement)? The actual situation and effects of “favorite celebration advertisements” revealed in the latest survey

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This is a cheer ad lab operated by "Cheering AD" that conducts research and research on promotion and support advertisements.

Lately, aren't you seeing more and more fan-made advertisements such as "Happy Birthday!" or "Debut Anniversary" on stations and street visions?

Many people are probably wondering, "How does this work?" when they see photos circulating on social media.

This time, based on the latest survey data,Awareness of support advertisements and background of implementation,
And the effect on fan behavior and supportersI will explain it in an easy-to-understand manner!

What is support advertisement?

Support advertisements are advertisements planned and placed by fans to celebrate their favorites.

While it is often used to celebrate birthdays and anniversaries, it has recently come to be used in a variety of other situations, such as holding events and marking milestones.

In addition, the posted media is not only station advertisements, but also outdoor visions, commercial facilities,
The scope is gradually expanding to include areas around event venues and leisure facilities.

How well-known is support advertising?

How many people are aware of support advertising?

When we surveyed people who promote support activities, 61.3% answered that they were aware of support advertisements.

Also,Approximately 30% of people have actually seen support advertisementsIt's on the rise.
It can be seen that support advertisements have become a familiar presence to a certain extent among the people who support their activities.

On the other hand, among the general public (Tokyo and the three prefectures), whether or not they support the campaign, awareness of support advertisements was 32.3%.

Compared to the survey 4 years agoApproximately 6 points increaseThis shows that support advertising is gradually becoming recognized by a wider range of people.

Why do we issue support advertisements?

Next, we asked the people who planned and implemented the support advertisements why.

While there are other options such as posting congratulations on SNS and having a birthday party without the person in attendance,
The most common reasons for choosing support advertising were:

“Because it will be seen by many people” 42.0%

That was the answer.

Supporting advertisements are characterized by the fact that they are easily noticed not only by fans but also by people who have not previously known about Oshi.
One of the reasons people choose it is that it can be displayed in a place where people can see it in their daily lives.

What will happen to the spending on Oshikatsu if I run a support advertisement?

There is a concern that spending money on advertising will lead to a decrease in other activities (purchasing CDs and goods), but in reality the opposite is true.

When we asked fans who had run support advertisements how their spending on other fan activities had changed, more than 80% answered that it had "increased."

On the other hand, only 0.8% of people answered that it had "decreased."

A positive correlation can be seen in that planning and implementing support advertisements increases enthusiasm (engagement) and as a result, overall consumption of Oshikatsu becomes more active.

It also creates connections between fans.

Support advertising creates value beyond mere "posting."
Another feature is that it is easy for fans to interact with each other from the preparation stage, during the posting period, and even after posting.

There are also cases where connections are formed between people who support the same cause as they work together on projects, look at posted advertisements, and share their thoughts on SNS.

It can also be a point of contact with new fans.

Looking at the reactions of people who saw the support advertisements (visitors interested in support advertisements),
More than 70%“I have seen a support advertisement and become interested in the person I am supporting.”
I answered.

Also, some people have seen support advertisements and posted photos of them on SNS.
More than 70%It's on the rise.

Even if the posting locations are limited, information will spread by being shared on SNS,
This is likely to lead to exposure to more people.

Potential market for support advertising

According to an estimate of the potential market (future possibilities) for support advertising,
128.3 billion yenThis is the result.

This is approximately 1.6 times the 76.9 billion yen as of the fiscal year 2024 survey.

The expansion of the potential market is thought to be due to the increased awareness of support advertising and the increase in the number of people who feel the value through implementation.

Additionally, the number of people who feel that they are ``interested in support advertisements'' and ``want to run support advertisements in the future'' is on the rise, regardless of whether they are endorsed or not and whether they are aware of support advertisements.

Summary

This survey revealed the following points regarding support advertising.

・Awareness of support advertisements is gradually expanding.
・It is used in various situations, including birthday celebrations.
・The range of media and scale of postings is expanding
・Changes can be seen in Oshikatsu as a whole and the way fans interact with each other.
・Potential to become a point of contact with new fans

Support advertisements do not have a fixed form,
It's gradually spreading, depending on how we push it and how we support it.

This article is based on the following research. Click here for details.

In the future, "Cheer Ad Lab" will continue to disseminate the latest research results regarding promotion and support advertisements! Look forward to the next update✨