[2024 Favorite Activities and Support Advertising Survey] My favorites prioritize over myself, my family, or my lover! ? The potential market for "support advertising" to give to your favorites is 76.9 billion yen!

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

The Jeki Support Advertising Office (Cheering AD) of JR East Japan Planning Co., Ltd. (head office: Shibuya-ku, Tokyo; CEO: Akaishi Ryoji) conducted the nationwide "Favourite Activities and Support Advertising Survey 2024" to understand the actual situation of favourite activities and the spread of favourite advertisements.

This survey is now in its third year, and this time it was conducted on the largest scale ever, targeting approximately 25,000 people aged 15 to 79.
The survey revealed that one in four people who are celebrating anniversaries such as their favorite birthdays, and that "celebrating an anniversary" has become a standard part of their favorite activities. Furthermore, the average budget for celebrating your favourite anniversary is 14,000 yen, and 20% of people spend more than six months preparing, indicating that more importance is placed on other anniversaries (such as yourself, your family, lover, Christmas, etc.).

It was also revealed that "support ads" were chosen as third place as a way to celebrate your favourite anniversary, and that the potential market reached 76.9 billion yen.

The survey results show that the culture of celebrating an anniversary of idols through support ads creates an "anniversary effect" that deepens connections between fans and further strengthens their love for idols. With this "anniversary effect," we believe that support ads are not just a way to celebrate, but are not only an important activity that brings out the charm of your favorites, and fosters bonds between fans, and have an impact on the development of content.

1. Predictive retention rate

53.3% of the total said that they liked and supported something, and 26.3% of these responded that they had a "favorite." From these results, we can see that there are different feelings and feelings between "favorite" and "love."
Furthermore, the percentage of women aged 15 to 29 who answered "I have an idol" was 56.9%, and more than 15% of women in their 60s to 70s. This revealed that the existence of "favorites" is not limited to young people, but also spreads to a wide range of generations.

2. The difference in the sense of "favorite" and "love"

It has been found that "favorites" tend to have a greater passion for support than "favorites" and tend to wish for happiness and success. In particular, he has a strong desire to spread his favourite and a strong desire to contribute financially, and he can see that his support will make him happy and lead to self-investment.

3. What to do with the favourite activities

After a survey of actual fan activities that they have been to, we found that 28% of fans celebrate their favorite birthdays or anniversaries, with one in four people taking the event. In addition to activities such as carrying goods and pain bags around (26.5%) and sharing their favorites on social media (25.3%), it has been revealed that celebrating anniversaries is becoming a popular favorite.

4. Costs and periods for the event

It was found that on my favorites' anniversary, an average of 141,000 yen is spent, with 45% of people spending more than one month in preparation. Also, compared to their own or their family's birthdays, they tend to spend money and time on their favorite anniversaries, and we can see that 20% of people start preparing six months ago.

5. Top 3 things to make your favorite anniversary

When we investigated what we would do on our favourite anniversary, we found that first place is posting on social media, second place is preparing commercially available cakes, and third place is planning, investing, and visiting support advertisements. Support ads are activities in which fans become advertisers to celebrate their idol on their birthdays or anniversary. It has been revealed that there is a growing culture of celebrating special occasions for your favorites through "advertising."

6. [General Consumers/Popular People] Support Advertising Awareness

It was found that the recognition rate for support ads reached 19.5% regardless of whether they have a favorite or not. The awareness among people who are particularly active in their favorites is high at 59%, and 27% of people have actually seen them. The awareness among those who have been active in the rankings has increased by 14.7 points from last year, and it has been revealed that support advertisements are becoming more and more widely known among people who are active in the rankings, and that there are more opportunities to see them.

7. [General Consumers] Support Advertising Awareness nationwide

This is the first time we will be conducting a nationwide survey, and will be revealing the national awareness of the general public, regardless of whether they are active or not. Tokyo was the most well-known, with 25.6%, and the number of support ads posted was the highest. On the other hand, Fukui Prefecture had the lowest awareness, but even so, 1 in 10 people still recognize it, at 12.7%. Regardless of whether they have a favorite or not, we can see that awareness of support advertisements is spreading nationwide.

8. Reasons for implementing support advertisements and what they saw

The most common reason for supporting ads was to "enjoy each other with fans," and since the implementation, 80% of fans felt that the connection between fans has deepened. The reason why they went to see the ads was that many people traveled by looking at social media, and about 20% of people use bullet trains or planes to view the ads. In this way, it has been confirmed that "actions to go and see support advertisements" are becoming more and more established as part of our favourite activities.

9. Effects of support ads

After the support advertising, 86.8% of organizers and investors have increased their spending on favourite activities such as participating in events and purchasing CDs, and 89.1% feel that they want to support their favourites even more. Additionally, 60% who saw the support ads were interested in the supporters, and 74% said they wanted to support their favorites more. It is clear that support ads have an effect that affect not only those who publish them but also those who view them, leading to content revitalization.

10. Potential market size for support advertising is approximately 76.9 billion yen

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

It is thought that support advertisers are not companies but ordinary fans, and are likely to expand further in the future. Supporting ads in Japan are the mainstream of posting station posters, but in recent years it has spread to a wide range of advertising developments, including favourite trains and airplane wrapping.

"Anniversary Effect" accelerates your feelings and consumption for content

"Ishi" is not just a buzzword that rephrases "love," but rather has a deep desire to wish for happiness and spread the charm of your idol. Furthermore, a distinctive aspect of favourite activities is that such support will lead to happiness for you. Celebrating your favorite anniversary is a symbolic action that not only wishes happiness for your favorite, but also leads to your own happiness.

In this survey, "Stopping support advertisements" ranked third as a way to celebrate an anniversary. This shows that the fans' strong desire to spread their favorites to many people is reflected in concrete actions. It has also been revealed that 20% of fans have been preparing for more than six months to celebrate their favorite's anniversary.

It generally takes three to six months to publish support advertisements, and through preparations, your feelings for your favorites will deepen and your connections with your friends will also be strengthened. In fact, after the support advertisers, about 80% of fans responded that other favorites, such as "participating in the event" and "purchasing goods and CDs," had been revitalized. Additionally, 60% of people who saw the support ads said they were interested in their favorites, which has led to the expansion of their new fan base.

Celebrating your favorite anniversary through "support ads" not only strengthens the connections between fans and deepens your love for your favorite, but also creates an "anniversary effect" activity that broadly delivers the charm of your favorite.
We will support fans who want to celebrate their anniversary through support advertising, and we will develop connections between fans through the "anniversary effect" and create a world where content is further stimulated.

Please refer to the following for past survey results. We will continue to conduct continuous surveys to contribute to the expansion of the advertising industry, content market and the culture of advertising submission by the general consumer. If you are interested in detailed data from this survey, other data related to favourite activities, or collaborative research, please contact us. We will continue to regularly post survey data on the "Cheering AD" website.

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<[2022 Favorite Activities and Support Advertising Survey] "An era where consumers advertise their "favorites""