P.33 Media and Content Business (4)

Media and Content Business Strategies for Business A success story in establishing Timeless Value: “World Athletics Championships Tokyo 25” For the “World Athletics Championships Tokyo 25,” TBS set forth missions aimed at “fostering the rich hearts of the people and contributing to well-being” and “enhancing and infinitely expanding the value of the TBS brand.” Through internal collab- oration and partnerships with other companies, this has achieved “Timeless Value” that keeps the enthusiasm of the championships from remaining a passing phenomenon. It also made a significant contribution to increasing TBS’s corporate value. Nine days that the entire nation witnessed and that moved hearts The World Athletics Championships returned to Tokyo for the first time in 34 years (held from September 13 to 21). The number of spectators reached 619,000, the highest in the history of Japanese track and field events. TBS TELEVISION, INC. secured the number-one spot among all networks in the Golden (7 p.m.-10 p.m.) and Prime time slots (7 p.m.-11 p.m.) viewer ratings for nine consecutive days, recording a viewer reach of 79.77 million (Data by Video Research Ltd.). Furthermore, to meet viewer demand to watch all events, we implemented simultaneous four-channel live streaming on TVer. It recorded over 7.6 million views. A post-event survey showed a 65.2% favorable response regarding the hosting of the championships in Tokyo, garnering high support particularly among the 18–29 young age group, with 70.1% among males and 69.3% among females. Furthermore, 85.1% of respondents answered “satisfied” regarding television viewing satisfaction. Survey: Q “Do you feel it was a good thing that the “World Athletics Championships Tokyo 25” was held? Agree Disagree Total Total Total (n=2274) 35.3 29.9 29.9 2.6 2.4 65.2 4.9 Male aged 18-29 41.6 28.4 23.4 2.5 4.1 70.1 6.6 Male aged 30-39 32.8 30.6 31.1 3.3 2.2 63.3 5.6 Male aged 40-49 35.1 30.5 29.4 2.7 2.3 65.6 5.0 Male aged 50-59 27.1 28.7 38.6 2.8 2.8 55.8 5.6 Male aged 60-69 38.6 27.9 28.3 2.4 2.8 66.5 5.2 Female aged 18-29 34.6 34.6 25.1 2.8 2.8 69.3 5.6 Female aged 30-39 38.0 24.6 32.4 2.8 2.2 62.6 5.0 Female aged 40-49 35.6 29.6 30.3 2.2 2.2 65.2 4.5 Female aged 50-59 32.5 31.3 32.1 2.0 2.0 63.9 4.0 Female aged 60-69 38.3 32.4 26.2 2.3 0.8 70.7 3.1 % Agree Somewhat agree Neither agree nor disagree Somewhat disagree Disagree Dentsu Inc.’s Sports Future Research Institute, “Survey on Spectator Behavior and Media Exposure for the ‘World Athletics Championships Tokyo 25’” Multi-use beyond broadcasting “TBS SPORTS FES” Held from September 12 to 20 at the Shinjuku Sumitomo Building Sankaku Hiroba. Food, beverage, and experiential booths featuring sports, variety, and information programs were set up, alongside corporate sponsorship booths by Asahi Breweries, Ajinomoto, and TOYOTA. More than 80,000 visitors attended the event. “BATA BATA PAINT” Jointly developed an experiential game with Litpla Inc. where player-colored original characters run across a digital course. Rolled out nationwide across locations such as Marunouchi and the Expo 2025 Osaka, Kansai, Japan. “Art Project” TBS, ASICS, SEIKO, and Honda collaborated on the initiative. Murals of prominent athletes featured in the championships were displayed at five locations, including Akasaka, Ginza, and Harajuku. Animated feature film “100 Meters” The film with the theme of “100-meter sprint” that recorded an audience of 540,000 and box-office revenue exceeding 800 million yen (as of May 2026). Received an Award of Excellence for Animation Picture of the Year at the 49th Japan Academy Film Prize. The sprinter’s running form in the film realistically replicate the form of Nobuharu Asahara. ©Uoto, Kodansha/ “100 Meters“ Production Committee “Baton Project” “International broadcast production and Positioning the championships as global streaming for the marathon and an event that “delivers dreams to race walk events” children,” batons were donated to Commissioned by the event organizer, World all 1,383 elementary schools and Athletics, to produce the international school for special needs education broadcast. The broadcast distributed to 231 across Tokyo. Hosted social countries and regions worldwide. The “Development of the official championships contribution activities, including footage received high praise from the World core graphics” and “creation of track-and-field clinics. Athletics, showcasing “TBS’s exceptional the championships mascot” broadcast production capabilities” to the Produced a unified visual design across global audience. posters, venue decorations, and merchandise, alongside the creation of the official mascot, “Riku One.” Served as a model case for the “creation of new businesses in the branding design domain” set forth in the Medium-Term Business Plan. TBS mobilized its entire organization to generate buzz by creating special segments for variety shows in the Golden (7 p.m.-10 p.m.) and Prime time slots (7 p.m.-11 p.m.) and news and information programs such as “THE TIME,” “Hiruobi,” “News Studio,” and “news23.” Contributed to raising awareness of the championships and achieving high viewer ratings for the program. Increasing the value of the TBS brand Generated buzz through a company-wide TBS effort 33