Commercials for Toyota and other companies are set to return on Fuji TV.
Major Advertisers Return to Fuji Television Network Inc.
Following a sexual assault scandal earlier this year, several major Japanese companies have started to resume advertising on Fuji Television Network Inc. (Fuji TV), a move that suggests growing confidence in the broadcaster's reform efforts.
Toyota Motor Corp., a leading automaker, resumed airing its commercials during the motorsports segment of an evening news program on Fuji TV in late July. The company indicated that it would run ads "in a way that wins the sympathy of customers and stakeholders."
NTT Docomo Inc., a telecommunications giant, has already placed commercials during Fuji TV broadcasts of Japanese national soccer matches in mid-July. However, the company has yet to finalize its long-term advertising plans on the network.
Other companies within the NTT group are remaining cautious, holding off on resuming advertisements until further progress on legal compliance and reforms at Fuji TV is confirmed.
The scandal involving former TV star Masahiro Nakai initially led to over 50 companies withdrawing ads and significant leadership changes within Fuji TV, including the resignation of the president and chairman. The return of Toyota and other major advertisers marks a gradual restoration of confidence in Fuji TV's governance and compliance measures.
| Company | Status of Advertising on Fuji TV | Notes | |--------------------------|-----------------------------------------------|----------------------------------------------------| | Toyota Motor Corp. | Resumed airing commercials in late July 2025 | Targeted motorsports segment; advertising with sympathy towards customers | | NTT Docomo Inc. | Advertised during July 12 and 15 soccer games | Future plans undecided | | Other NTT Group companies| Advertising not resumed yet | Decisions pending upon legal compliance improvements|
This development signals a cautious but notable return of major advertisers to Fuji TV, contingent on continued transparency and reform following the Nakai sexual assault scandal. The resumption of advertising by other major Japanese companies is also a significant development for Fuji Television Network Inc. in its efforts to recover from the scandal. However, the decisions of the NTT group companies regarding future advertising on Fuji TV are pending based on ongoing improvements regarding legal compliance.
Fuji Television Network Inc. is witnessing a gradual recovery in terms of advertisement support from the finance sector, as Toyota Motor Corp., a leading automaker, has resumed airing its commercials, indicating a strategic approach to win customer and stakeholder sympathy. Meanwhile, the telecommunications industry is also showing signs of potential growth on Fuji TV, with NTT Docomo Inc. advertising during Japanese national soccer matches, although their long-term plans remain uncertain.
