Around 60% of Former Students Report Improved Corporate Image: Studyplus Conducts Survey on Support Ads

Studyplus Trend Lab, a research institute of Studyplus Inc. (Headquarters: Chiyoda-ku, Tokyo; CEO: Takashi Hirose; hereinafter 'Studyplus'), conducted a 'Survey on Exams and Advertising' targeting first-year university students nationwide on the study management app 'Studyplus' from April 7 (Tue) to April 18 (Sat), 2026. We received responses from 450 students and are pleased to report the findings.

Topics from the 'Survey on Exams and Advertising'
1. Media where students encountered exam student support ads
YouTube was the most common, while TV and public transport maintain strong shares.

2. Improvement in corporate/brand favorability
Approximately 60% felt an 'improvement in corporate image'.

3. 'Memorable ads' chosen by 2025 university applicants
'CalorieMate' ranked 1st.

4. Factors that increased or decreased favorability via ads
'Lack of understanding' can lead to an adverse effect.

◆ Survey Overview
Target: 'Studyplus' users nationwide (first-year university students)
Respondents: 450 people
Method: Requested survey participation on the study management app 'Studyplus' and collected responses online
Period: April 7 to April 18, 2026
*Data in this release are rounded to the nearest decimal, so totals may not equal exactly 100%. For multiple-choice questions, figures show the percentage against total respondents. Since one person can select multiple options, the total can exceed 100%.

■ Topic 1: 'YouTube' is the most common medium for viewing support ads, with TV and public transport also exceeding half
To clarify how 'exam student support ads' (hereinafter 'support ads') by companies are received by students and to capture authentic voices, we surveyed first-year university students who had finished their exams and entered college this spring.
First, we asked whether they had seen support ads during their university exam preparation period.
Approximately 90% (88.9%) answered they had 'seen' them. It appears that many university applicants had opportunities to encounter some form of support ads.
Next, we asked where they saw these support ads.
'YouTube' was the most common at 62.3%, followed by 'TV' and 'trains and buses', each accounting for over half of the responses. 'Study apps', which likely includes Studyplus, 'stations' as part of daily life routes similar to trains and buses, and social media platforms like 'Instagram' and 'X' also ranked highly.

■ Topic 2: Around 60% have experienced an 'improved image' due to support ads
Next, we asked whether their perception of a company or product had improved because of support ads.
About 60% of all respondents felt this 'happened often' or 'happened sometimes'.
We also asked about the reasons for the improved image.
Over 60% attributed the improved image to 'conveying the feeling that the company is supporting us'.

■ Topic 3: 'CalorieMate' ranks 1st as the 'most memorable support ad'
For those whose perception improved due to support ads, we asked for specific examples of the ads that were most memorable when they were examinees.
'CalorieMate', which has been broadcasting exam student support commercials for many years, ranked 1st, followed by 'KitKat', 'Morinaga Ramune', and 'in Jelly'.
Episodes of students encouraged by 'CalorieMate' ads can be viewed here:
https://www.trend-lab.studyplus.jp/post/20260324

■ Topic 4: The biggest reason for a negative effect is the feeling of alienation from 'not being understood'
Conversely, we asked whether their perception of companies or products had worsened because of support ads.
Over 80% of all respondents answered that their image 'did not change for the worse (not at all / not much)' after seeing support ads.
We asked those who experienced a negative image change about their reasons.
The most common reason, cited by about 40%, was 'because it felt like the company/product did not understand us'. Other frequent answers included 'because I couldn't empathize with the story' and 'because the timing of seeing the commercial/ad was bad'.

Also, what students felt when watching support ads during their exam days can be viewed here:
https://www.trend-lab.studyplus.jp/post/20260324
If you wish to view detailed information, please contact us via the form below.
https://docs.google.com/forms/d/e/1FAIpQLSe5X3GXkIqLrE8IU-UtmGFoOWwOc0UwuvpehSS-NIeELyediw/viewform?usp=header

■ Studyplus Trend Lab Survey Summary
The survey revealed that while high school students have a strong interest in the 'integration of arts and sciences' learning style promoted by the Ministry of Education, Culture, Sports, Science and Technology, they also have anxieties regarding 'specialization' and 'career after graduation'. Communicating clearly 'what can be learned in integrated arts and sciences faculties' and how companies evaluate 'learning in integrated faculties' is likely to support expanding the career choices of high school students.

■ Overview of Study Management App 'Studyplus'
'Studyplus' is a study management app that visualizes daily study records and allows learners to share and encourage each other.
It supports maintaining and improving learning motivation while providing information about schools of choice, goals, and future dreams, broadening future choices.
With over 10 million registered members, it is used by more than one in two university applicants.
https://www.studyplus.jp/
*App download URLs
App Store: https://apps.apple.com/jp/app/apple-store/id505410049
Google Play: https://play.google.com/store/apps/details?id=jp.studyplus.android.app

■ Overview of 'Studyplus Trend Lab'
'Studyplus Trend Lab' is a research institute dedicated to observing the 'present' of the youth who will lead the next generation, via users of Japan's largest study management app 'Studyplus'.
It researches 'trends' of the new era, from school life, studying, and exams, to consumer behaviors and favorite artists.
https://www.trend-lab.studyplus.jp/

■ Studyplus Inc. Overview
Location: 4th Floor, NMF Surugadai Building, 2-5-12 Kanda Surugadai, Chiyoda-ku, Tokyo
CEO: Takashi Hirose
Business description: Providing the study management app 'Studyplus' and marketing solutions for youth demographics.