Advertisers Return to Fuji TV After Scandal, Signaling Potential Turnaround

Fuji Television Network Inc. faced a significant crisis earlier this year. The broadcaster's handling of sexual abuse allegations against a celebrity, involving one of its news presenters, led to a mass withdrawal of corporate sponsors. This resulted in a period of reduced advertising revenue and public scrutiny.

Toyota Motor Corp. has recently resumed airing commercials on Fuji Television. The automaker's decision to return to the network came after a period of suspended advertising, prompted by the sex scandal. Commercials began appearing again in late July, specifically during the late-night news program "FNN Live News Alfa."

The initial withdrawal of major advertisers from Fuji TV was triggered by allegations of sexual abuse involving a prominent talk show host and a Fuji TV news presenter. The scandal generated significant public criticism, targeting both the individuals involved and the network's management. This raised concerns about the broadcaster's governance and its response to the crisis.

Consumer goods giant Kao Corp. has also announced plans to resume commercials on Fuji TV. Their advertisements are scheduled to return in October, appearing in programs such as "Sun! Shine" and "Nep League," as well as the Monday 9 p.m. drama slot. Kao cited the broadcaster's progress in addressing the issue, including compensating the victim, implementing preventative measures, reforming governance, and increasing transparency, as the basis for their decision.

Meiji Co., a major food company, will also be returning to Fuji's commercial lineup. Their advertisements are scheduled to begin airing in August across two programs. The company cited notable corporate reforms and leadership changes as the reason for their renewed confidence in the network.

With these industry leaders resuming their advertising campaigns, there is a possibility that other companies may follow suit. This could signal a turning point for Fuji Television as it works to regain the trust of both advertisers and the public.