Cinema or Streaming? Survey on TV Advertising of Japanese Movies

We’re selling Japanese TV advertising data. And in my previous job, I used to analyze cinema visitor predictions, so in this current COVID-19 situation, I’m wondering if content holders are going to push for cinema visits or streaming. So, I’d like to compare the appearance of TV-CM(advertising) for cinema and streaming.
　

Data to use
・TV-CM data broadcast in Tokyo (M Data)
・Data on the number of new positive COVID-19 cases in Japan (the Ministry of Health, Labour and Welfare)
https://www.mhlw.go.jp/stf/covid-19/open-data.html
　

Definition
・cinema:
TV commercials that promote cinema viewing
・streaming:
TV commercials advertising Amazon Prime, Disney+, NETFLIX, Hulu, and U-NEXT
　

To begin with, I would like to add the data of TV-CM broadcasting frequency of cinema and streaming to the data of new COVID-19 infection number in Japan from January, 2020 to March, 2022.

It looks like this. Only in the second quarter of 2020 (April to June), when the first government emergency was declared, the number of cinema decreased significantly from the previous quarter, but otherwise it seems that theatrical release TV-CM continued to broadcast more frequently than streaming.
Let’s take a deeper look at each week.

The upper graph shows the weekly trend of the previous graph, and the lower graph shows the power balance table of which broadcasting was more in each week (compare the amount of each TV-CM and graph by the difference amount).
As we saw before, streaming is gaining momentum from April to July 2020. And what’s more concerning is the streaming volume that has increased since then before the four COVID-19 waves started.

Normally, when COVID-19 is in the pandemic, it would be better to induce streaming rather than cinema, and shift to appeal for cinema when the pandemic seems to be going away, but it seems to be reversed. Also, long vacations such as the New Year’s holiday, when the streaming volume is increasing, are also busy times for cinemas, but the streaming volume is more overwhelming than the cinema.

The cinema booking schedule has been fixed since many months ago, and it might be difficult because the way to put out TV-CM and the spending of advertising expense are different depending on the scale of the works and the timing. However, when dealing with social issues such as COVID-19 in the future, I think it is a good idea to balance between cinema and streaming works well by utilizing such data.

And I think this applies not only to the movie industry, but to all industries that have both sides of the same coin: outdoor and indoor. Please apply it to your industry!

関連記事

2019/7/5

What You Can Do With TV Metadata (English Ver.)