The scandal surrounding ex-SMAP member Nakai Masahiro is causing Fuji TV to lose advertisers in a tsunami. As of this writing, 75 companies have reportedly pulled their ads, including most of the station’s heavy-hitters. That’s left some wondering whether the station may be on the brink of financial disaster.
Nakai has been in the spotlight since news dropped he’d paid a Fuji TV employee a 90 million yen (USD $570K) legal settlement. It later came out that the woman alleged Nakai sexually assaulted her. She also claimed another Fuji TV employee helped pressure her into spending time alone with Nakai.
Since then, weekly magazine Shukan Bunshun has aired new allegations from a female Fuji TV announcer. She says the same Fuji TV employee pressured her into attending a hotel sex party run by Nakai. Until recently, Nakai had led a variety show on the station called Dareka to Nakai.
A domino effect
Fuji TV has steadfastly denied its employees played a part in pressuring female employees to “entertain” Nakai and other celebrities. To try and quell the fervor, Fuji TV CEO Minato Koichi held a widely criticized closed-door press conference last week. Minato promised an independent investigation – but again denied any involvement by other staff members.
That response left a sour taste, it seems, in many advertiser’s mouths. And it seems many couldn’t wait to bolt for the exits.
As of beginning of yesterday, around seven companies – Toyota and a number of prominent life insurance companies – had announced they’ll pulled all ads from Fuji TV. By midday, that number had risen to around 20. By last night, it had surpassed 50.
As of January 21st, the number of advertisers who’d abandoned ship, according to Asahi Shimbun, climbed to 75. Advertisers who’ve fled include Kao, Nissan, 7-11, and McDonald’s.
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One X user captured how stark the loss was yesterday during an airing of Fuji’s popular anime Sazae-san. Last week, the show had eight sponsors listed in its title credits. This week, it was down to four: Nissan, Daiwa House, Procter & Gamble, and Ajinomoto had all left.
Fuji is reportedly replacing the lost ads with stock ads for the Advertising Council of Japan, which it normally runs when it doesn’t have an ad to fill a slot.
Fallout from the world’s worst press conference
The blame, press reports and social media users say, falls squarely on last week’s disaster of a press conference. Few reporters were allowed in; only journalists associated with a press club who had access to Fuji TV’s regular briefings could attend. Few of those who could attend were allowed to ask questions. The network also didn’t broadcast the press conference live and didn’t allow any footage to be broadcast after the event either.
Advertisers fear a boycott of their products if they remain associated with Fuji TV in this state. Lawyer Ito Kazuko of Human Rights Now commented, “This is to be expected, given the station’s improbable response and the criticism it got over its non-transparent press conference.”
As of this writing, Fuji TV was trending on X with over 500,000 mentions.
Edited 1/28/2025: Story originally said over 50 advertisers have fled; this has been updated to 75.
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