Best Advertiser Announced! Who is the "Absolute King" Leading for 4 Consecutive Years? A Summary of Latest Trends, Including Breakthrough Companies and Acquisition Efficiency Rankings
CM Soken has announced McDonald's Japan as the "Best Advertiser" for fiscal year 2025, marking their fourth consecutive year in the top position. The report details overall CM popularity, highlights breakthrough companies, and ranks CM acquisition efficiency and WebCM popularity, reflecting current advertising trends.
📋 Article Processing Timeline
- 📰 Published: April 15, 2026 at 21:00
- 🔍 Collected: April 15, 2026 at 12:31
- 🤖 AI Analyzed: April 15, 2026 at 18:31 (5h 59m after Collected)
CM Soken (Chiyoda-ku, Tokyo, Representative: Shintaro Sekine) will announce the CM Soken No. 1 company for 2025 (April 2025 - March 2026) as "Best Advertiser," along with corporate CM popularity, breakthrough companies, CM popularity acquisition efficiency, and WebCM popularity rankings.
**Japan McDonald's Ranks First Overall in Corporate CM Popularity, Best Advertiser for the 4th Consecutive Year**
2025 fiscal year CM deployment (Tokyo Key 5 Stations): 2,642 companies / 6,534 brands / 13,809 works. Survey period: April 2025 - March 2026 (March 20, 2025 - March 19, 2026). Compiled from 12 months of the "Monthly CM Popularity Survey" of 3,000 general male and female monitors residing in Tokyo and the surrounding six prefectures.
The overall No. 1 corporate CM popularity for fiscal year 2025 was McDonald's Japan (49 brands / 128 works), earning the top spot for the fourth consecutive year. Commercials such as "Triangle Choco Pie" featuring HANA's NAOKO and CHIKA performing sharp dances with Sari Ito, "Tsukimi Family" starring Yuya Yagira and Aoi Miyazaki, and "Kokuuma Beef Demi-Glace Koro" featuring Mikako Tabe were hits. Alongside these limited-time products, commercials for classic items like the "Big Mac" were also well-received, garnering support from a wide range of generations.
Overall No. 2 was Nissin Foods, whose "Cup Noodle" commercials featuring Saori Yoshida and CANDY TUNE, aired in the summer of 2025, received good scores. Additionally, "Chikin Ramen," featuring timelesz members Masaki Hashimoto, Shuto Inomata, and Daiki Shinozuka in "Hiyoko-chan" mascot costumes, and "Nissin Yakisoba," where Chocolate Planet sang and danced to a parody of their own song "FCKY-Furo Cancel Kaiwai-," also gained traction.
Overall No. 3 was Kao, with strong performances from commercials such as "Humming Shoshu Jikkan" starring Shun Oguri and "Attack ZERO" featuring Tori Matsuzaka, Masaki Suda, and others. Suntory received many votes for "Suntory Nama Beer" featuring Yumi Kawai, and Kirin Beer for "Hare Kaze" starring Teruyoshi Uchimura, Yuki Amami, Mio Imada, and Ren Meguro. Recruit's "Car Sensor" commercials, co-starring Nao, Ryuji Akiyama, and Kōtarō Yoshida, and Indeed's "Townwork" commercials, where Mio Imada sang "♪ For part-time jobs, it's Townwork," ran smoothly.
**Breakthrough Company Leader is BuySell Technologies; Kakaku.com, featuring timelesz's "Hiyoko-gumi," enters the top 3**
Companies ranked within the top 200 in overall CM popularity that surpassed their previous year's CM popularity and improved their overall rank by 100 or more places, or companies that started or resumed CM activities this year (excluding newly formed companies due to mergers/consolidations), are ranked in order of high CM popularity.
The No. 1 breakthrough company in fiscal year 2025 was BuySell Technologies, whose commercials for the home visit purchase service "Buysell" were well-received. In addition to commercials featuring the anime "Chibi Maruko-chan," comical commercials starring Sandwich Man as an appraiser and a female customer also garnered many votes. Their corporate CM popularity rank improved from 381st last year to 58th.
No. 2 was Uber Japan, which aired its first CM in the Kanto region for "Uber Taxi" starting in September 2025. The CM depicted Anne, after dispatching a taxi via the service's app, raising her hand towards the road and winking at her young son as if she summoned the car herself, resonating particularly with married women. Kakaku.com ranked third with strong commercials for "Kyujin Box." They aired CMs featuring timelesz members Masaki Hashimoto, Shuto Inomata, and Daiki Shinozuka singing and dancing "♪ If you're looking for a job, it's Kyujin Box," with Koji Yakusho gently watching over them, gaining support mainly from women. Their corporate CM popularity rank significantly improved from 442nd last year to 72nd.
Choya Umeshu's CMs, including "Umesh Soda" featuring Ryohei Abe of Snow Man, performed well. Akita Foods cast Masaki Aiba in their "Kiyora" CM series featuring a "sleep-chilled cat" made of ketchup rice, drawing attention. Sumitomo Life's "Vitality" CMs starring Banana Man, and Kirin Holdings' "iMUSE Immunity Care Supplement" CMs featuring Shohei Ohtani, were well-received.
**Aiful Ranks No. 1 in CM Popularity Acquisition Efficiency for the First Time in Four Years; Companies Broadcasting CMs Featuring Snow Man Also Rank High**
Companies ranked within the overall top 200 in CM popularity are ranked in order of high CM popularity acquired per 100 airings (= efficiency).
The company with the highest CM popularity acquisition efficiency was Aiful, returning to the top spot for the first time in four years. Among the series co-starring Mao Daichi and Hiroki Konno, a CM where Daichi, depicted as an "alien," confronts Konno asking, "Earthling, is there love there?" was a hit. The surprisingly comical story was well-received, efficiently acquiring CM popularity.
No. 2 was Zespri International Japan. Their "Zespri Kiwi Fruit" CMs, where the "Kiwi Brothers" conveyed the fruit's characteristics through song to a tired "kitten" starting a healthy diet, received good scores. A 60-second CM featuring Ryota Miyadate of Snow Man singing and dancing "Shin! Obentou Bako no Uta" with the Kiwi Brothers also became a topic. Nintendo, centered around "Mario Kart World" featuring members Shiga Fukasawa, Shota Watanabe, Ren Meguro, and Raul, and "Donkey Kong Banaanza" co-starring Meguro and Raul, gained overwhelming support from elementary, junior high, and high school boys. Nisshinbo Holdings received many votes for their CMs featuring a CG-animated axolotl singing "♪ It was Nisshinbo." Workman's CM, which combined a scene of So Takei and Saori Yoshida in recovery wear with the copy "Actually, my fatigue is gone," ran smoothly, marking their first entry into the top 10 for CM popularity acquisition efficiency.
**Comical Stories and Casting Become Topics; Japan McDonald's Ranks No. 1 in WebCM Popularity for the Second Consecutive Year**
What is WebCM Popularity: Compiled from WebCMs* not broadcast on Tokyo Key 5 stations at the time of the survey in the CM Popularity Survey questionnaire. *WebCM: Official Homepage, Official YouTube Channel, Official SNS Accounts (Instagram/Facebook/X/TikTok, etc.), within Smartphone Apps (those displayed during app usage).
The "WebCM Popularity" category is a ranking compiled by CM Soken based on the number of questionnaire responses listing WebCMs that were not broadcast as TV commercials on the Tokyo Key 5 stations at the time of the survey. This survey primarily aims to verify advertising cases that deployed video and promotions on the web.
The overall No. 1 in WebCM Popularity for fiscal year 2025 was McDonald's Japan, continuing from the previous year. A notable work is the "Big Mac" web video "Big Proposal 'Let's Get Married~'" released in July 2025 on X, TikTok, YouTube, etc. This work features Yuki Kaji and Shiori Iwanami as a couple. When Iwanami asks Kaji for a ring during a beach outing, he becomes perplexed, but then they both eat Big Macs, grow giant, and he proposes "Let's get married" using a swim ring as a ring. A narration followed, stating, "Let's eat a Big Mac. The reason is, it's because the special Big Mac sauce is delicious, etc.," ending with a giant product shot and the copy "EAT BIG MAC." In a similar vein, the "Big Proposal 'The moon is beautiful, isn't it?'" CM was also released, where Kaji proposes by saying, "The moon is beautiful, isn't it?" Both featured comical story development with the product as the main character and casting as hooks, gaining support from many consumers.
For details, please see the special issue "CM INDEX" May 2026 (released May 20). Please contact us in advance when using data.
For inquiries, please contact us via the inquiry form on the CM Soken website (www.cmdb.jp).
2025 fiscal year CM deployment (Tokyo Key 5 Stations): 2,642 companies / 6,534 brands / 13,809 works.
Survey period: April 2025 - March 2026 (March 20, 2025 - March 19, 2026).
Compiled from 12 months of the "Monthly CM Popularity Survey" of 3,000 general male and female monitors residing in Tokyo and the surrounding six prefectures.
"Corporate CM Popularity Breakthrough Companies" Category: Companies ranked within the top 200 in overall CM popularity that surpassed their previous year's CM popularity and improved their overall rank by 100 or more places, or companies that started or resumed CM activities this year (excluding newly formed companies due to mergers/consolidations), are ranked in order of high CM popularity.
"Corporate CM Popularity Acquisition Efficiency" Category: Companies ranked within the overall top 200 in CM popularity are ranked in order of high CM popularity acquired per 100 airings (= efficiency).
"Corporate WebCM Popularity" Category: Compiled from WebCMs* not broadcast on Tokyo Key 5 stations at the time of the survey in the CM Popularity Survey questionnaire.
*WebCM: Video advertisements published below: Official Homepage, Official YouTube Channel, Official SNS Accounts (Instagram/Facebook/X/TikTok, etc.), within Smartphone Apps (those displayed during app usage).
HP: www.cmdb.jp
**Japan McDonald's Ranks First Overall in Corporate CM Popularity, Best Advertiser for the 4th Consecutive Year**
2025 fiscal year CM deployment (Tokyo Key 5 Stations): 2,642 companies / 6,534 brands / 13,809 works. Survey period: April 2025 - March 2026 (March 20, 2025 - March 19, 2026). Compiled from 12 months of the "Monthly CM Popularity Survey" of 3,000 general male and female monitors residing in Tokyo and the surrounding six prefectures.
The overall No. 1 corporate CM popularity for fiscal year 2025 was McDonald's Japan (49 brands / 128 works), earning the top spot for the fourth consecutive year. Commercials such as "Triangle Choco Pie" featuring HANA's NAOKO and CHIKA performing sharp dances with Sari Ito, "Tsukimi Family" starring Yuya Yagira and Aoi Miyazaki, and "Kokuuma Beef Demi-Glace Koro" featuring Mikako Tabe were hits. Alongside these limited-time products, commercials for classic items like the "Big Mac" were also well-received, garnering support from a wide range of generations.
Overall No. 2 was Nissin Foods, whose "Cup Noodle" commercials featuring Saori Yoshida and CANDY TUNE, aired in the summer of 2025, received good scores. Additionally, "Chikin Ramen," featuring timelesz members Masaki Hashimoto, Shuto Inomata, and Daiki Shinozuka in "Hiyoko-chan" mascot costumes, and "Nissin Yakisoba," where Chocolate Planet sang and danced to a parody of their own song "FCKY-Furo Cancel Kaiwai-," also gained traction.
Overall No. 3 was Kao, with strong performances from commercials such as "Humming Shoshu Jikkan" starring Shun Oguri and "Attack ZERO" featuring Tori Matsuzaka, Masaki Suda, and others. Suntory received many votes for "Suntory Nama Beer" featuring Yumi Kawai, and Kirin Beer for "Hare Kaze" starring Teruyoshi Uchimura, Yuki Amami, Mio Imada, and Ren Meguro. Recruit's "Car Sensor" commercials, co-starring Nao, Ryuji Akiyama, and Kōtarō Yoshida, and Indeed's "Townwork" commercials, where Mio Imada sang "♪ For part-time jobs, it's Townwork," ran smoothly.
**Breakthrough Company Leader is BuySell Technologies; Kakaku.com, featuring timelesz's "Hiyoko-gumi," enters the top 3**
Companies ranked within the top 200 in overall CM popularity that surpassed their previous year's CM popularity and improved their overall rank by 100 or more places, or companies that started or resumed CM activities this year (excluding newly formed companies due to mergers/consolidations), are ranked in order of high CM popularity.
The No. 1 breakthrough company in fiscal year 2025 was BuySell Technologies, whose commercials for the home visit purchase service "Buysell" were well-received. In addition to commercials featuring the anime "Chibi Maruko-chan," comical commercials starring Sandwich Man as an appraiser and a female customer also garnered many votes. Their corporate CM popularity rank improved from 381st last year to 58th.
No. 2 was Uber Japan, which aired its first CM in the Kanto region for "Uber Taxi" starting in September 2025. The CM depicted Anne, after dispatching a taxi via the service's app, raising her hand towards the road and winking at her young son as if she summoned the car herself, resonating particularly with married women. Kakaku.com ranked third with strong commercials for "Kyujin Box." They aired CMs featuring timelesz members Masaki Hashimoto, Shuto Inomata, and Daiki Shinozuka singing and dancing "♪ If you're looking for a job, it's Kyujin Box," with Koji Yakusho gently watching over them, gaining support mainly from women. Their corporate CM popularity rank significantly improved from 442nd last year to 72nd.
Choya Umeshu's CMs, including "Umesh Soda" featuring Ryohei Abe of Snow Man, performed well. Akita Foods cast Masaki Aiba in their "Kiyora" CM series featuring a "sleep-chilled cat" made of ketchup rice, drawing attention. Sumitomo Life's "Vitality" CMs starring Banana Man, and Kirin Holdings' "iMUSE Immunity Care Supplement" CMs featuring Shohei Ohtani, were well-received.
**Aiful Ranks No. 1 in CM Popularity Acquisition Efficiency for the First Time in Four Years; Companies Broadcasting CMs Featuring Snow Man Also Rank High**
Companies ranked within the overall top 200 in CM popularity are ranked in order of high CM popularity acquired per 100 airings (= efficiency).
The company with the highest CM popularity acquisition efficiency was Aiful, returning to the top spot for the first time in four years. Among the series co-starring Mao Daichi and Hiroki Konno, a CM where Daichi, depicted as an "alien," confronts Konno asking, "Earthling, is there love there?" was a hit. The surprisingly comical story was well-received, efficiently acquiring CM popularity.
No. 2 was Zespri International Japan. Their "Zespri Kiwi Fruit" CMs, where the "Kiwi Brothers" conveyed the fruit's characteristics through song to a tired "kitten" starting a healthy diet, received good scores. A 60-second CM featuring Ryota Miyadate of Snow Man singing and dancing "Shin! Obentou Bako no Uta" with the Kiwi Brothers also became a topic. Nintendo, centered around "Mario Kart World" featuring members Shiga Fukasawa, Shota Watanabe, Ren Meguro, and Raul, and "Donkey Kong Banaanza" co-starring Meguro and Raul, gained overwhelming support from elementary, junior high, and high school boys. Nisshinbo Holdings received many votes for their CMs featuring a CG-animated axolotl singing "♪ It was Nisshinbo." Workman's CM, which combined a scene of So Takei and Saori Yoshida in recovery wear with the copy "Actually, my fatigue is gone," ran smoothly, marking their first entry into the top 10 for CM popularity acquisition efficiency.
**Comical Stories and Casting Become Topics; Japan McDonald's Ranks No. 1 in WebCM Popularity for the Second Consecutive Year**
What is WebCM Popularity: Compiled from WebCMs* not broadcast on Tokyo Key 5 stations at the time of the survey in the CM Popularity Survey questionnaire. *WebCM: Official Homepage, Official YouTube Channel, Official SNS Accounts (Instagram/Facebook/X/TikTok, etc.), within Smartphone Apps (those displayed during app usage).
The "WebCM Popularity" category is a ranking compiled by CM Soken based on the number of questionnaire responses listing WebCMs that were not broadcast as TV commercials on the Tokyo Key 5 stations at the time of the survey. This survey primarily aims to verify advertising cases that deployed video and promotions on the web.
The overall No. 1 in WebCM Popularity for fiscal year 2025 was McDonald's Japan, continuing from the previous year. A notable work is the "Big Mac" web video "Big Proposal 'Let's Get Married~'" released in July 2025 on X, TikTok, YouTube, etc. This work features Yuki Kaji and Shiori Iwanami as a couple. When Iwanami asks Kaji for a ring during a beach outing, he becomes perplexed, but then they both eat Big Macs, grow giant, and he proposes "Let's get married" using a swim ring as a ring. A narration followed, stating, "Let's eat a Big Mac. The reason is, it's because the special Big Mac sauce is delicious, etc.," ending with a giant product shot and the copy "EAT BIG MAC." In a similar vein, the "Big Proposal 'The moon is beautiful, isn't it?'" CM was also released, where Kaji proposes by saying, "The moon is beautiful, isn't it?" Both featured comical story development with the product as the main character and casting as hooks, gaining support from many consumers.
For details, please see the special issue "CM INDEX" May 2026 (released May 20). Please contact us in advance when using data.
For inquiries, please contact us via the inquiry form on the CM Soken website (www.cmdb.jp).
2025 fiscal year CM deployment (Tokyo Key 5 Stations): 2,642 companies / 6,534 brands / 13,809 works.
Survey period: April 2025 - March 2026 (March 20, 2025 - March 19, 2026).
Compiled from 12 months of the "Monthly CM Popularity Survey" of 3,000 general male and female monitors residing in Tokyo and the surrounding six prefectures.
"Corporate CM Popularity Breakthrough Companies" Category: Companies ranked within the top 200 in overall CM popularity that surpassed their previous year's CM popularity and improved their overall rank by 100 or more places, or companies that started or resumed CM activities this year (excluding newly formed companies due to mergers/consolidations), are ranked in order of high CM popularity.
"Corporate CM Popularity Acquisition Efficiency" Category: Companies ranked within the overall top 200 in CM popularity are ranked in order of high CM popularity acquired per 100 airings (= efficiency).
"Corporate WebCM Popularity" Category: Compiled from WebCMs* not broadcast on Tokyo Key 5 stations at the time of the survey in the CM Popularity Survey questionnaire.
*WebCM: Video advertisements published below: Official Homepage, Official YouTube Channel, Official SNS Accounts (Instagram/Facebook/X/TikTok, etc.), within Smartphone Apps (those displayed during app usage).
HP: www.cmdb.jp