#Japan #Tokyo #Video Research #TV Ratings #Viewing Data

A Comprehensive Overview of 2025 Television Ratings

On December 22, a significant recognition day for television analytics, Video Research Co., based in Chiyoda, Tokyo, released its first-ever report on viewing ratings in Japan. Their report, coinciding with the so-called "Viewing Rate Day," summarizes crucial insights on television ratings and on-demand viewing data collected throughout 2025. This preliminary report, published as of December 14, is part of a broader analysis that will be fully available by late January 2026, covering broadcasts until December 31.

Key Insights from the Report

The report sheds light on several important metrics:

• - Peak Viewing Times: Identifying when television was most actively watched throughout the year.
• - Ad Exposure Rankings: Presenting a list of top celebrities based on their ad exposure (

ranking based on seconds).

• - Viewership Ratings: Comprehensive rankings of real-time audience ratings across various genres, including dramas, variety shows, anime, music, and movies.
• - On-Demand Viewing Statistics: An overview of the most-watched shows available via catch-up services, revealing audience consumption patterns beyond live broadcasts.
• - Social Media Interaction: Rankings based on the number of posts related to television shows across social media platforms.

Highlights of Real-Time Ratings

Among the standout programs for real-time viewing, the opening game of Major League Baseball captured significant attention. This aligns with ongoing trends where sports continue to dominate viewer engagement during live broadcasts. Meanwhile, the comedy show "Well, Why Don't You Make It?" emerged as a leader in on-demand views, illustrating the strength and appeal of comedy programming in an era where flexibility in viewing is paramount.

Detailed Breakdown of Viewing Trends

Most Viewed Moments

• - Peak TV Viewing Periods: The data reveals specific moments that soared in viewership across various demographics, enabling advertisers and broadcasters to tailor their strategies effectively.

Ad Exposure Rankings

The rankings from January 1 to November 16 highlight which celebrities made the most impact through commercial appearances. Understanding this metric helps brands strategize their future ad campaigns to maximize exposure and engagement.

Audience Ratings Across Genres

• - Top 10 Shows per Genre: This section details viewership preferences, confirming that dramas remain a favorite among viewers, followed by variety and anime shows which also maintain a robust audience.

Catch-up Viewing Trends

The report also assesses on-demand viewing, revealing that certain series have captured viewers' attention long after their original air dates, with a dedicated space for dramas and non-drama content, indicating broad viewing habits.

Social Media Engagement with TV

An engaging aspect of the report is the analysis of posts related to specific shows. With a focus on social media activity related to shows that aired during prime time, it reveals how engagement metrics can influence viewership decisions and increase program visibility.

Conclusion

Video Research's report not only chronicles the television viewing habits of 2025 but also provides actionable insights for media companies, advertisers, and content creators. By understanding these patterns, stakeholders can better navigate the complex landscape of television viewing, ensuring they cater to the evolving preferences of their audiences.

For more detailed insights and data, the complete 2025 viewing report will be released in January 2026. Stay tuned for further updates!

For more information about Video Research and their impact in the industry, visit their official website: Video Research.