Advertisements by Toyota and Other Companies Set to Return on Fuji TV
Toyota and Other Companies Resume Advertising on Fuji TV, Signaling Confidence in Broadcaster's Reforms
Following a sexual assault scandal involving former TV star Masahiro Nakai, Fuji Television Network Inc. is seeing a cautious return of major advertisers, with Toyota Motor Corporation leading the way.
In a significant step towards rebuilding Fuji TV's reputation, Toyota resumed airing its commercials in late July 2025, specifically during the motorsports segment of an evening news program. The company stated that their ads would be shown in a way that resonates with customers and stakeholders.
Toyota's decision to return to Fuji TV is a clear sign of growing confidence in the broadcaster's ongoing reform efforts. The company's move may also have a positive impact on Fuji TV's financial situation, which took a hit following the exodus of over 50 Japanese companies earlier this year.
NTT Docomo Inc. also aired a commercial during Fuji TV’s broadcasts of the Japanese national soccer matches in July, but has not yet decided on future advertising plans. However, other companies in the NTT group have not resumed advertising, pending further improvements in Fuji TV’s legal compliance and governance reforms.
The resumption of advertising is not limited to Toyota and the NTT group. Other major Japanese companies are also returning to Fuji Television Network Inc., as evidenced by the return of sponsors for the summer anime season. Sponsorship recovery is particularly noticeable in program sectors such as anime, with multiple companies sponsoring long-running series such as Chibi Maruko-chan and Gegege no Kitarō.
Fuji TV responded to the scandal earlier in 2025 with leadership changes and a commitment to reforms aimed at restoring trust. The broadcaster's ongoing efforts appear to be yielding results, as more companies express confidence in its ability to address the governance flaws that were exposed by the scandal.
In summary, major advertisers such as Toyota and some NTT affiliates are resuming advertising on Fuji TV in view of the broadcaster's ongoing reforms, while others are still evaluating the situation before returning. This cautious resumption of advertising, combined with the recovery in sponsorship for specific program sectors such as anime, suggests a positive trajectory for Fuji TV's recovery.
The resumption of ads by companies like Toyota in the broadcasting industry could potentially boost Fuji TV's financial standing within the business sector, aligning with their committed reforms. Other Japanese businesses, such as sponsors for summer anime seasons, are also returning, signaling growing confidence in Fuji TV's ability to revitalize its governance and regain trust.
