[Survey Report] 64.8% have experienced seeing advertisements become a topic on social media

Oricom Co., Ltd. (Headquarters: Minato-ku, Tokyo; President: Akemi Nakajima; Capital: 165 million yen) conducted a survey on the 'virality of advertisements' targeting individuals aged 15-69 living in the Tokyo metropolitan area and the Kansai region. In the current era of social media, many have likely seen advertisements become a topic of conversation online. Advertisers aim for this visibility to increase brand awareness. To quantify this, we conducted a survey.

Survey Overview Survey Name: Survey on the 'Virality of Advertisements' Survey Period: April 10 (Fri) – April 17 (Fri), 2026 Method: Internet survey 'Knowns Consumer Research' Target: 1,041 monitors aged 15-69 in Tokyo, Saitama, Chiba, Kanagawa, Kyoto, Osaka, Hyogo, Nara, Shiga, and Wakayama.

64.8% have experienced seeing ads become a topic on social media. 35.2% had not, meaning 64.8% have witnessed such discussions.

60.8% have discussed ad content themselves. The most common method was 'face-to-face conversation,' which was higher than 'posting on social media.' This suggests that offline conversations, which are harder to track, may be more frequent than online mentions.

The media discussed varies by method. For social media posts, 'SNS ads' were the top topic. For face-to-face conversations, 'TV commercials' were the most discussed, likely due to co-viewing.

Reasons for discussing ads are largely driven by creative expression. Factors such as 'the ad featured a celebrity/character I like' or 'the ad was funny' ranked highly, suggesting that creative elements are as important as the product itself.

'The ad was funny' was a reason cited more frequently by younger age groups, particularly those aged 15-19 (32.4%).

In conclusion, 64.8% have seen ads become a topic on social media, and 60.8% have discussed them. Advertisements serve as a starting point for communication among consumers.