[TRANS] 7 reasons for the revival of Kouhaku
Also on Twitter here: https://twitter.com/arashickarened/status/1345772717153243138?s=20
Only translating the Arashi-related part.
Timing of highlights
What's different from previous years is the timing of the highlight.
The lineup after 21:30 comprised GReeeeN, Arashi and LiSA, 3 performers who received a lot of attention this year. By placing them at this early timeslot, this splendid strategy caused the reach rating to increase by more than 4%.
GReeeeN is a vocal group which sang "Hoshikage no Yell", the theme song for the morning drama "Yell".
That morning drama's broadcast was affected by the Corona pandemic and became irregular. Its contents also had to be changed. Furthermore, the deceased Shimura Ken was also part of the cast. As such, it became a much discussed topic. The group had never revealed their looks and was set to appear in the form of a virtual reality performance, making it a much discussed topic.
Not to mention Arashi's last performance before their hiatus.
Between the songs performed, each of the 5 persons gave greetings. During the final song "Happiness", the highest reach rating of 32.86% was recorded. It is a Kouhaku performance that will be etched in memories.
In addition, LiSA, who sang songs including the theme song to Kimetsu no Yaiba, Japan's highest grossing box office movie in history, also put up a good fight.
After Arashi's medley ended, the reach rating dropped by almost 2% for a moment. It's clear that some of Arashi's fan were leaving. However, the movie's fans and LiSA's fan also stood strong. Almost immediately, new viewers were captured and the reach rating was 32.80%, which was close to Arashi's record.
After these 3 performances, the reach rating dropped by about 8%.
However, the so-called 9-pm strategy was successful. Although the 10pm timeslot saw a fall in the rating, it remained 4%-5% higher than the previous year.
The strategy was a perfect hit.