On November 28, the preliminary “Annual CM Exposure Talent Ranking (Seconds)” and “Number of Companies Using CM Talent Ranking” for 2025 (Video Research) were announced. The rankings are based on five commercial TV stations in the Kanto area (NTV, TV Asahi, TBS, TV Tokyo, and Fuji TV) during the period from January 1 to November 16, 2025. As a result, actor Mio Imada, who has appeared in commercials for “Indeed” and “P&G,” etc., was ranked No. 1 in the “CM Exposure Talent Ranking” for the first time with 241,955 seconds, a significant increase from No. 13 the previous year. which has appeared in commercials for “Arinamin Pharmaceuticals” and “MEGA BIG,” jumped up significantly from No. 12 the previous year. Kento Kaku, who has appeared in commercials for companies such as Kentucky Japan and Meiji, ranked third, making the top three for the third year in a row starting in 2023. On the other hand, Haruna Kawaguchi, who has appeared in 25 commercials, ranked first for the fourth consecutive year since 2010. Shohei Otani of the Dodgers was ranked fifth in the “Commercial Exposure Talent Ranking. An employee of an advertising agency commented on the ranking results. The ranking of Shohei Otani goes without saying, but the most striking thing among the celebrities is the breakthrough of Mr. Imada. He has always been popular regardless of gender or generation, but there have been no scandals in his personal life, and his clean image is probably one of the reasons why he has been so popular in the commercial industry. This year, she was cast as the lead in NHK’s television series “Anpan,” and it is said that being a heroine in a morning drama further increases one’s name recognition and likability, which in turn increases the demand for commercials. In the “NHK Kohaku Uta Gassen” to be broadcast on New Year’s Eve this year, Imada, who ranked first in this year’s preliminary results, and Haruka Ayase, who ranked first in the previous year, will both serve as hosts. A manager at an entertainment agency said. Ms. Ayase is in fourth place again this year and continues to show her strength in commercials. Mr. Ashida, who has been active as a child actor since his childhood and has an outstandingly favorable reputation, and Mr. Garai, who is known as a loving couple with his wife Nana Eikura and has an image of a man who takes care of his children, are now regulars in the commercial rankings. As for Haruna Kawaguchi, who has been ranked No. 1 for four consecutive years since 2010 in the “Ranking of Talent with Number of Companies Using Their Talent in Commercials” and can be called the “CM Queen of 2025,” she was acclaimed for her role as Erika Sawajiri’s understudy in the NHK historical drama “Kirin ga Kuru,” which was aired in 2008. Since then, she has been very active in dramas and movies as well.
