Aiba Masaki and Matsuko Deluxe are the CM King and Queen for first half of 2016

Nihon Monitor has revealed the ranking for the number of CM contracts for the first half of 2016. Last year, Aiba Masaki and Ueto Aya topped the male and female celebrity rankings, respectively.

This is the third year in a row for Arashi’s Aiba Masaki to top the charts. This is the first time for Matsuko Deluxe to top the female ranking category. Check out the full ranking below as well as some other highlights.

You can check out the list for last year here.

The results are based on the following survey:

No. of companies that appointed each talent and has appeared in TV CMs.
Study period: January 1- June 30, 2016
Target station: NTV / TV Asahi / TBS / TV Tokyo / Fuji TV

CM Appointment Ranking (Male Category)

1. 12 CMs
Aiba Masaki (Arashi)

2. 11 CMs
Sakurai Sho (Arashi)
Nishikori Kei
Ninomiya Kazunari (Arashi)

3. 10 CMs
Matsumoto Jun (Arashi)

4. 9 CMs
Ohno Satoshi (Arashi)
Matsuoka Shuzo

5. 8 CMs
Nishijima Hidetoshi
Yutaka Matsushige

6. 7 CMs
Abe Hiroshi
Oguri Shun
Ayumu Goromaru
Suda Masaki
Tamaki Hiroshi
Satoshi Tsumabuki
Mukai Osamu

CM Appointment Ranking (Female Category)

1. 12 CMs
Matsuko Deluxe

2. 11 CMs
Arimura Kasumi
Hirose Suzu
Yoshida Yo

3. 10 CMs

4. 9 CMs
Ayase Haruka
Ueto Aya
Kiritani Mirei
Matsuoka Mayu

5. 8 CMs
Ishihara Satomi
Kimura Fumino
Takei Emi
Yamomoto Mizuki

6. 7 CMs
Kanno Miho
Taira Yuna
Honda Tsubasa
Miyazaki Aoi
Watanabe Naomi
Yoshida Saori

Artists to look out for in 2nd half of 2016
(comparing CMs from 2015 first half -> year 2015 -> 2016 first half

Fujioka Dean – 0 -> 0 -> 6
Atsugiri Danielson – 0 -> 2 -> 5
Watanabe Naomi – 6 -> 5 -> 7
Taira Yuna – 1 -> 5 -> 7
Takahata Mitsuki – 5 -> 5 -> 4
Yoshine Kyoko – – 1 -> 1 -> 3

Disappearance of 48Group from the list

In the golden years of 2011, Oshima Yuko had 19 CMs, while Maeda Atsuko and Shinoda Mariko had 17. In the Top 20, more than half would come from AKB.

“CMs are also a barometer for popularity. We can see changes in the “national idol group” which is supported by a core group of fans through this ranking.” – idol magazine writer

This change could also be felt in Fuji TV’s broadcast of the 2016 Senbatsu Sousenkyo last month. The average ratings was 8.7% in Kanto region from 7pm to 9pm. Also, there were calls for TV networks to stop broadcasting and just stream on the Internet.

“AKB has failed in its generation succession. This year, people do not know anyone below the rank of Top 6 so CM offers will probably not come in. CMs are the biggest revenue for AKB, so the management would probably work their hardest to get income from other avenues. Recently, their theaters started selling limited edition photos and also replicas of the Sousenkyo trophies.”

(via Nihon Monitor, livedoor credits Yuna@allthingsjpop)