#Japan #Tokyo #ADK Marketing #media survey

Nationwide Media Profile Survey 2025

In a significant move for media analysis in Japan, ADK Marketing Solutions, headquartered in Minato, Tokyo, has officially launched the Nationwide Media Profile Survey 2025 (referred to as '全国MPS 2025') in collaboration with five major media organizations. This initiative is designed to comprehensively assess media engagement among various demographics across the country.

Background of the Survey

The Nationwide MPS 2025 marks the third year since it began in 2023, targeting approximately 31,000 respondents aged 15 to 79 from all 47 prefectures in Japan. The survey delves into engagement levels with five principal media types: newspapers, magazines, radio, television, and the Internet. It aims to gather insights not only into basic demographic data but also detailed information about respondents' living areas, workplace sizes, work modes (including remote working), and their interaction with media—such as frequency and timing of engagement and impressions of advertisements.

Survey Scope and Methodology

The survey consists of 71 questions, digging deep into various aspects of media consumption and advertising recognition pathways of significant interest to consumers. The 2025 data features a noteworthy enhancement: an expansion of questions related to social awareness and lifestyle topics, including SDGs (Sustainable Development Goals). Additionally, the structuring of advertising evaluation metrics across different media platforms allows for more insightful marketing data to be utilized by organizations seeking to enhance their strategies.

The survey was conducted via an online format between August 18 and September 28, 2025, ensuring a broad coverage of demographic segments while effectively capturing the evolving media landscape.

Impact on Marketing Strategies

By leveraging the findings of the Nationwide MPS 2025, businesses and marketers can achieve targeted area marketing, conduct in-depth target analysis, and engage in integrated planning spanning across all five major media outlets. This holistic approach is designed to foster a more effective connecting point between advertisers and consumers, optimizing the visibility and impact of advertising campaigns.

Collaborative Efforts

The driving forces behind the Nationwide MPS 2025 are ADK Marketing Solutions along with four key media corporations: Asahi Shimbun, Chunichi Shimbun, Dentsu, Nikkei, and Mainichi Shimbun. Their collaboration underscores a significant momentum to better understand consumer behavior and media engagement trends, ensuring businesses remain ahead in a competitive market.

In a landscape where consumer preferences shift rapidly, the Nationwide Media Profile Survey 2025 aims to shed light on vital data that can inform marketing decisions and strategic planning for companies across different sectors.

Through this initiative, the participating companies are dedicated to providing an essential tool to navigate the complexities of media engagement in Japan. With the enhanced focus on social consciousness and structured advertising assessment, the findings will support a deeper understanding of how media consumption habits shape the advertising landscape.