"Drama Survey" - We asked T members! 2014 Spring TV Drama Viewing Ranking

2014.05.15 Press Releases
Culture Convenience Club Co., Ltd.

- 80% of young people and 50% of people in their 50s and 60s watch TV while using their smartphone or mobile phone -

Culture Convenience Club Co., Ltd. is pleased to announce that it has conducted a "Survey on Dramas" using the "T Survey," an online opinion survey, targeting 1,408 male and female T members who use T Cards.

Drama survey results digest

●What are the viewing rankings for this year's spring dramas?
1st place: "MOZU Season 1: The Night the Mozu Screams" (22.1%)
2nd place "Hanako and Anne" (21.6%), 3rd place "Alice's Thorn" (19.4%)
4th place: "Gunshi Kanbei" (18.6%), 5th place: "Hanasaki Mai ga Damatte Nai" (17.4%)
●What is your favorite drama genre?
1st place: "Detective drama" (41.3%), 2nd place: "Serious suspense/mystery" (41.1%),
3rd place: "Comedy" (38.4%), 4th place: "Romance" (27.7%), 5th place: "Dramas based on true stories" (25.0%)
●70% of people record and watch TV dramas, while just over 50% watch them in real time.
●What do you do while watching TV?
60% of respondents said they watch while using a computer, mobile phone, or smartphone, or while eating or drinking.
●Why do you stop watching a drama halfway through?
1st place: "I'm not interested" (45.5%), 2nd place: "I'm busy" (32.4%), 3rd place: "I forget" (32.3%)
4th place: "Difficult to understand" (27.9%), 5th place: "I can't empathize" (24.5%)

Q: What TV dramas are you currently watching?

*Response method: Single answer, n=1,156

Last year was a year of huge hits for TV dramas such as "Hanzawa Naoki" and "Amachan." This spring's TV drama lineup is sure to be a hot topic, with two dramas based on works by Ikeido Jun, the original author of "Hanzawa Naoki," and a sequel to the hit previous work, "Second to Last Love."This time, we focused on TV dramas and conducted a survey of T members across Japan, focusing on their viewing habits for the spring season's TV dramas and their viewing styles for TV dramas.
First, we asked people about their viewing habits for currently airing TV dramas. The most popular TV drama was TBS's Thursday Drama Theater's "MOZU Season 1: The Night the Mozu Screams" (22.1%), which is a TV drama adaptation of the novel series "Mozu" by Osaka Tsuyoshi, followed by NHK's morning drama series "Hanako and Anne" (21.6%), TBS's Friday drama "Alice's Thorn" (19.4%), NHK's Taiga drama "Gunshi Kanbei" (18.6%), and NTV's Wednesday drama "Hanasaki Mai ga Damatte Nai" (17.4%).
Looking at the results by gender and age, the most frequently watched TV dramas were "Hanasaki Mai ga Damattenai" (17.5%) for men in their teens and twenties, "Alice's Thorn" (21.9%) for women in their teens and twenties, "MOZU Season 1: The Night the Mozu Screams" (19.4%) for men in their 30s and 40s, "MOZU Season 1: The Night the Mozu Screams" (26.7%) for women in their 30s and 40s, "Hanako to Anne" (27.4%) for men in their 50s and 60s, and "Hanako to Anne" (35.6%) for women in their 50s and 60s. Another notable result was that "Second to Last Love 2" tended to be popular among women in their 30s and 40s (22.4%), while "Shinigami-kun" tended to be popular among women in their 50s and 60s (25.0%).

● Overall viewing ranking (n=1,156)

The most popular TV drama by gender and age group

Q: What genre of TV dramas do you watch or want to watch?

*Response method: Multiple answers, n=1,352

Next, when asked what genre of TV drama they would like to watch, the top answer was "detective dramas" (41.3%), which are particularly popular among this spring's TV drama lineup. In the T-member viewing rankings, "MOZU Season 1: The Night the Mozu Screams" ranked first in the "detective drama" genre, and "BORDER" ranked eighth. In second place was "serious suspense/mystery" (41.1%), followed by "comedy" (38.4%), "romance" (27.7%), and "drama based on true stories" (25.0%).
Looking at the results by gender and age, just over 30% of men in their teens and twenties chose "comedy" (34.9%), while nearly half of women in their teens and twenties chose "comedy" (47.9%). Additionally, it was found that while both men in their 30s and 40s and men in their 50s and 60s favor "detective dramas" (men in their 30s and 40s: 39.4%, men in their 50s and 60s: 47.5%), women in their 30s and 40s and women in their 50s and 60s both favor "serious suspense/mystery" (women in their 30s and 40s: 46.4%, women in their 50s and 60s: 58.8%).

●Overall (n=1,352)

Top genre of TV dramas people want to watch, broken down by gender and age group

Q: How do you watch TV dramas?

*Response method: Multiple answers, n=1,156

One of the reasons behind the popularity of "Hanzawa Naoki" and "Amachan" was said to be that they were broadcast at times when people could watch them in real time, but when asked about their viewing style for these TV dramas, it was found that 70% of people "record the TV and watch it."Additionally, more than half of the respondents said they "watch when it's broadcast on TV," suggesting that people choose to watch it in real time or record it depending on the broadcast time. Other viewing styles chosen were "renting DVDs from a DVD rental shop" (11.2%) and "watching using an internet video streaming service" (7.1%).

●Overall (n=1,156)

Q: What else do you do while watching TV?

*Answer method: free response, n=1,352

Life scenes such as "watching TV while spending time together as a family around the dinner table" are often described as a place for family communication, but when asked about the circumstances under which people currently watch TV, the top answer, by a narrow margin, was "watching while operating a computer, mobile phone or smartphone" (63.2%). In particular, over 70% of men and women in their teens and twenties chose this option, indicating that a large number of young people watch TV while looking at their cell phones or smartphones. On the other hand, more than 50% of men and women in their 50s and 60s choose to "watch while operating a computer, mobile phone, or smartphone."The second most popular answer was "watching while eating and drinking" (63.0%), chosen by over 70% of women in their teens and twenties and those in their 30s and 40s. The third most popular answer was "watching while doing housework such as cooking or cleaning" (30.6%), followed by "watching while getting ready to go out" (21.7%) and finally "watching while reading a book, magazine or newspaper" (21.5%).

●Overall (n=1,352)

Q: Have you ever stopped watching a TV drama halfway through? If so, please choose the top five reasons that apply.

*Response method: Multiple answers, n=1,156

Finally, when asked why they stopped watching a drama they had been watching, the top answer was "I wasn't interested" (45.5%), followed by "I was busy" (32.4%), "I forgot" (32.3%), "It was hard to understand" (27.9%), and "I couldn't relate" (24.5%). Furthermore, when narrowing the answers to only those related to the story and content of TV dramas, in addition to the top-ranked "not interesting" (45.5%), "difficult to understand" (27.9%), and "cannot empathize" (24.5%), other reasons chosen were "poor casting" (24.3%), "poor acting skills" (23.4%), "cannot empathize" (21.6%), and "poor development" (20.2%). This shows that the degree to which viewers empathize with the drama's story itself, its development, as well as the casting and acting skills of the actors, have a major impact on whether viewers will stop watching a drama midway.

■ Survey Overview
Survey method: Internet (T Survey)
Survey period: April 22 (Tue) to April 28 (Mon), 2014
Survey area: Nationwide
Survey subjects: Men and women aged 16 to 69 (T members)
Sample size: 1,408 people
10～20代    30～40代    50～60代    合計
男性    196人    305人    181人    682人
女性    201人    329人    196人    726人
合計    397人    634人    377人    1,408人

■What is the T Survey?
This is one of the largest online research services in Japan, with 8 million T Card users registered. All members who complete research and surveys will be rewarded with T Points. In addition, the responses you provide will be processed as statistical information and used by companies and media outlets for product development and service planning. Each and every opinion we receive from our members will be an important key point in creating a bright future for people, companies, and Japan.
CCC offers marketing solutions to companies, from planning surveys through "T Surveys" to compiling and analyzing them as a research program tailored to their needs.

Materials related to this matter

"Drama Survey" - We asked T members! 2014 Spring TV Drama Viewing Ranking

Inquiries regarding this matter
■Inquiries regarding the press release
Culture Convenience Club Co., Ltd.
Public Relations Officer: Ando
TEL: 03-6800-4464

■ Inquiries regarding the T Survey
Sales representative: Itakura and Hirano
MAIL: dbwatch@ccc.co.jp
TEL: 03-6800-45