Analysis of Increased Brand Searches During CM Airings by Novacell

In the realm of marketing, understanding the effectiveness of commercials is paramount. In recent months, Novacell, a prominent firm based in Tokyo focused on democratizing marketing through software and professional expertise, unveiled insights from their analysis of brand searches induced by TV commercials. Utilizing their tool, "Novacell Trend," the company evaluated commercial effectiveness during October 2025, revealing a striking surge in specified brand searches.

What is a "Specifically Named Search"?

The concept of a "specifically named search" is pivotal in Novacell's evaluation metrics. This score is calculated by taking the number of specified brand searches that spike around the time of commercial airing, divided by the frequency of those commercials. A higher score indicates a more effective brand recall from viewers. Novacell defines this measurement as "specifically named search score," calculated in terms of points per million commercial impressions.

Visibility and Nominations: Top 10 Indices from October 2025

To demonstrate the effectiveness of television commercials across the retail and service sectors, Novacell has published a list of the top ten commercials based on these search scores. The analysis focuses on commercials aired within a specific timeframe: from October 1 to October 31, 2025, with a minimum of ten airings to ensure reliable data.

Key players in the retail and service industry dominated the rankings, with specific strategies leading to increased search volumes. Here’s a look at the top contenders:

1. McDonald's (Japanese Brand) - Promoting the Happy Meal featuring characters from the beloved children’s book "Bread Thief," this ad successfully captivated the young audience, highlighting the joy of play and imagination.
2. Maruetsu - Focusing on the theme of "happy living," this ad features a family meal enjoying their daily groceries, establishing a sense of comfort in familiar shopping experiences.
3. Hama Sushi - Featuring the actress Haruna Kawaguchi, this commercial showcases the deliciousness of their sushi in an engaging, musical format that draws viewers in.
4. Aeon Retail - Highlighting their private label "Topvalu," this ad creatively emphasizes a hassle-free product that simplifies home life.
5. Kura Sushi - This ad plays on the luxury of in-season sea urchin while presenting it in a playful manner with the popular comedian Masakatsu Hamada.
6. KFC (Kentucky Fried Chicken) - Featuring a flash promo for half-priced Colonel Crispy chicken, this ad effectively showcased brand nostalgia along with a great offer.
7. Fast Retailing (Uniqlo) - Promoting their Airism T-shirt, this commercial emphasizes comfort, contributing to the broader appeal in the clothing market.
8. FamilyMart - Highlighted a humorous take on their new chocolate sweets, engaging viewers with a playful dialogue between actors.
9. Lawson - With a vibrant campaign focusing on promotional offers, this ad utilized festive expressions to attract attention.
10. Plenus (Yayoi-ken) - Featuring a seasonal menu, the ad emphasized quality and affordability in a competitive market.

Case Study: KFC's Success in October

KFC’s ad promoting the "Colonel Crispy" chicken was particularly notable. The campaign, launched on September 24, 2025, quickly fueled an increase in online searches for the brand as it reached its peak shortly before the campaign ended. An interesting demographic trend emerged, with women representing 67% of the search inquiries during October. Here we see a shift towards younger audiences, with notable engagement from those in their 20s and 30s.

The analysis also revealed common search keywords associated with KFC, primarily focusing on "recipes" and "calories," while terms such as "price" and "half price" prominently featured among younger demographics, indicating a keen interest in promotions.

Conclusion: The Implications for Future Marketing Strategies

The rankings for October 2025 underscore the significance of understanding viewer behavior in response to commercials. The results emphasized how KFC’s campaign managed to capture attention during a critical eating season, aligning product promotions with the cultural zeitgeist.

As Novacell advances its research, they aim to provide more detailed analyses regarding viewer actions like brand searches, in addition to industry-specific rankings. By focusing on viewer interactions, brands can tailor their marketing strategies to maximize recall and engagement. For ongoing insights, you can check Novacell's official website, where they share regular updates and previous rankings.

For more information about Novacell and its innovative marketing strategies, visit their website.