Kimetsu no Yaiba "Infinite Train Edition" Impact of over 20%-Who supported the breakthrough of the household audience rating? ~ (Yuji Suzuki)-Individual-Yahoo! News
The first terrestrial broadcast of "Devil's Blade" Infinite Train has exceeded 20% in household viewership.
The broadcast of the three episodes that coincided with the theatrical release in October last year averaged 15.5% (according to video research Kanto region survey). The 5 episodes of this month, which broadcast all the way up to the Mugen Train arc, all performed well with 14.2%.
However, the infinite train version broadcast on the 25th pushed up the previous average by more than 5% at once, putting the household average on the 20% level.
Because it was broadcast from 9:00 p.m. Both individuals and households pushed up the rate by more than 30%.
How has the audience changed? Think about what contributed to your success.
Break through the back office
Fuji Television has organized the "Super Adversity Quiz Battle!! Wall of 99" anime SP as a pre-broadcast program.
It was a program that said, ``If you look at this, you can understand the charm of Kimetsu no Yaiba,'' and it was side by side with the top individual audience rating, but the difference with other stations was not large (Switch Media Lab = SML Kanto area audience rating).
However, when the main story started at 9 o'clock at night, it exploded by nearly 10%.
Demon Slayer: Kimetsu no Yaiba showed its true power, and after that it remained over 15%, with an average household audience rating of 21.9%. However, this figure is based on SML data based on a sample of 5,000 people from 2,000 households in the Kanto region.
If the measurement method and sample are different, the audience rating will naturally fluctuate.
How much difference will there be between the two companies? Comparing the eight episodes up to the infinite train edition, it becomes as follows. SML is written first, and VR is written in parenthesis.
2020
10/1013.5% (16.7%)
10/1713.6% (15.4%)
12/2013.8% (14.4%)
2021
9/11 12.9% (13.3%)
9/12 14.1% (13.4%)
9/18 14.5% (14.4%)
9/19 14.2% (14.7%)
9/23 14.9% (15.0%)
Three episodes of 2020 were higher in VR.
However, for the 5 episodes of 2009, SML was 0.7% higher than the broadcast on September 12, but the other 4 episodes were not much different from VR.
Inferred from this trend, it is highly likely that the infinite train edition, which was 21.9% in SML this time, will be around 22% in VR.
At the beginning of TBS's "New Information 7days Newscaster" that started at 10:00 pm, Mr. Shinichiro Azumi mentioned "Kimetsu no Yaiba", saying, "There is a counterprogram today...".
The same program that is often ranked at the top of the line at this time of day, but on this day only the number remained in half. "Kimetsu no Yaiba" was a landslide victory.
Attracting Younger People
According to Toshiba viewing data TimeOn Analytics, which examines the viewing status of about 710,000 smart TVs in the Kanto area, it can be seen that young people were the center of viewing.
The 4th class (men and women aged 65 and over) remains at about 4%, and the 3rd class (men and women aged 50-64) is about 12%. However, it exceeds 15% in the T-layer (men and women aged 13-19), more than 16% in the M2 (men and women aged 35-49), and both in the 1st layer (men and women aged 20-34) and in the F2 (women aged 35-49). 17% level.
Moreover, the trends in the waveforms are slightly different depending on the age group.
The 4th floor has a gentle downward slope. It seems that there was an elderly person who could not overcome sleepiness after 22:00. In addition, although the 3rd class leveled off, the younger generation showed a clear upward trend.
From the 1st floor to the 2nd floor, there was a lot of going in and out until the middle of 10 o'clock when commercials came in frequently.
Furthermore, in the T layer, the downward trend continued in about 40 minutes. “Too many commercials” became a trend.
"There are too many commercials and it is said that the train will stop at every station, so let's fight!"
"I can't concentrate"
"No story coming in"
"It's becoming an 'endless commercial'"
Even so, no commercials were inserted during the deadly battle between Rengoku Kyojuro and the first quarter member, Aquarius, and the audience rating turned upward. In particular, the T layer showed a sharp increase of nearly 2%.
"No commercials for 23 minutes, broadcast non-stop"
``I saw a device to prevent the scene (of the two) from being sandwiched between commercials, and it was said to be a section express.''
"I will praise you for not cutting the serious game."
Changes in viewership
Actually, the audience for this episode of "Infinite Train" has changed significantly from the 8 episodes since last fall.
What was originally common was that it was not often seen in the elderly in the 4th layer (65 years old and over). The audience rating of the C class was the highest, and the mothers' generation (F2) and fathers' generation (M2) who watched it together stood out.
However, in the "Infinite Train Edition", the increase in the C layer was not so large.
Instead, the T layer and the 1 layer grew significantly. According to the SML data, FT, which increased 2.3 times, stretched the most, followed by MT and 1 layer, which increased slightly less than 2 times.
In other words, teens and twenties were the center of viewing.
The 2nd and 3rd layers showed about 1.5 times the growth.
Last fall's 3rd episode and this month's 5th episode were centered on parents watching with their C-class children, but this time the age group of the children has risen, so the age group of the parents has also risen slightly. It seems
Although the original is a manga serialized in "Shonen Jump", it can be said that it is a rare phenomenon for an anime that has a higher audience rating for the third layer (50 to 64 years old) than the first layer.
Three Patterns of Changes in Audience Groups
In SML data, changes in more detailed groups become apparent.
There are 3 patterns. First of all, preschoolers are interesting. From the 3rd episode of last fall to the 5th episode of this month, the audience rating increased by about 1.4 times. However, in the "Infinite Train Edition", it stalled and fell below 1.2 times.
From last fall's 3rd episode, which was often broadcast after 9:00 p.m., to this month's 5th episode, which was all broadcasted from 7:00 p.m., the number of preschoolers has increased the most. However, it started again at 9:00 p.m., and it seems that there were quite a few children who could not continue watching until the end.
However, elementary school students made great strides instead of preschoolers.
As a result, the number of the C layer did not drop, but on the contrary increased by about 3%. In addition, as the number of people in their teens and 20s increased rapidly, the number of viewers of parents and children or people living together with three generations also increased.
Because there is a lot of accompanying viewing, it has become an ideal pattern in which the individual audience rating rises above the household audience rating.
The core of this is the "anime lover" and "movie/drama lover" layer.
Actually, this layer didn't react much in episode 5 this month, which was mainly rebroadcast. However, it was the layer that grew the most with 1.7 times in the "Infinite Train", which was the first terrestrial broadcast.
Another interesting point is that the number of people aged 75 and over has dropped to the right.
This month's five broadcasts, which were broadcast from 7:00 pm, decreased by about 20%, and although it was the first terrestrial broadcast, it decreased further this time. There may be a side that the start at 9:00 pm was endured, but basically it can be said that "Kimetsu no Yaiba" is a layer that does not fall under the defensive range.
As a result, the core group (13 to 49 years old) had the highest result of nearly 1.8 times.
Actually, each TV station is most concerned about the audience rating of this layer in order to reflect the needs of sponsors. In that sense, the anime, which captivates everyone from children to parents, is an ideal program with higher viewer ratings among the core audience than households and individuals.
Mechanism for Rapid Growth with New Works
Finally, I have to mention Fuji TV's programming strategy, which had 3 episodes last fall and 5 episodes this month.
Originally, the anime was visualized from the first volume to the beginning of volume 7 of the original comic, and was broadcast on TOKYO MX and all 20 stations in 2019.
Fuji aired 3 episodes last fall and 5 episodes this month, including rebroadcasts.
This "Infinite Train Edition" was the first terrestrial broadcast following this trend. As a result of involving young children and parents in their 40s and 50s, mainly those in their 10s and 20s who love anime, love movies and dramas, and are oriented toward the real thing, it has become difficult for the elderly, who are the largest segment of TV viewers, to watch TV. Both led to a big record of over 20% household audience rating.
Moreover, the core audience rating of 16.9% is about 2.8 times the record of 6.1% for TBS's "TOKYO MER ~Running Emergency Room~", which had a household audience rating approaching 20% for the final episode.
The mechanism can be partially traced by Toshiba viewing data TimeOn Analytics.
Between three episodes last fall and the first two of five episodes this month, the anime was watched by 38% of the TVs measured. There were many new viewers even after the first time, and as a result, the number of people who saw it even once increased to about 40%.
The topical power of the anime is highlighted.
However, there were many rebroadcasts, and not a few people dropped out on the way.
Still, they didn't completely leave, and many people came back depending on the time. As a result, 20% of the viewers either saw or did not see the series by this month's two episodes. When the data up to episode 5 comes out, that number will go up even more.
This became the denominator of the people who watched the first terrestrial broadcast of "Infinite Train" in real time. Household audience ratings of over 20% were achieved in this way.
Fuji's organizing strategy, which allowed viewers to see the compilation of anime that appeals to a wide range of audiences, was clearly successful.
It is a good record of breakthrough, and it has been proved that television can still demonstrate its power depending on how it is done.
