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September 2017

Research on Asadora—NHK Morning Drama Serials
Characteristics of Beppin-san Observed through Regular Viewers’ Survey and Investigation into the Factors for Asadora’s Continuous High Ratings

Wataru Nihei / Tomoko Kamemura

The morning drama research project of the NHK Broadcasting Culture Research Institute conducts a series of surveys on NHK’s morning drama serials, or Asadora, which have been attracting more and more viewership in recent years, in order to investigate viewing behaviors of the audience and factors for the popularity of the dramas. Following the research on Mare, Asa ga kita, and Toto-Nee-chan, the fourth article features Beppin-san.

[Results of the survey on Beppin-san]
With only a few respondents finding the program “dissatisfying,” Beppin-san marked the satisfaction level of 64%, but it is lower than Asa ga kita and Toto-Nee-chan by about 20 to 30%. The fact that the drama had a certain degree of “cheerful” and “positive” qualities, which viewers expect for Asadora in general, contributed to the favorable evaluation, but the following elements were negatively received: the story development was very slow, the program did not allocate enough time for the kids apparel company’s growth story which the viewers had looked forward to seeing, and the mother-daughter feud part, which was rather difficult for the viewers to empathize with, was too long.

[Factors for Asadora’s continuous high ratings]
The reasons why viewers follow an Asadora serial to the end, without dropping out halfway through, can be categorized into two groups: “content-driven factors” and “non-content-driven factors.” It turned out the former is correlated to viewers’ satisfaction levels (the higher the satisfaction level is, the higher the number of factors he/she is likely to choose). Meanwhile the latter has no correlations with satisfaction levels; each Asadora viewer has one of these reasons on average.

The NHK Monthly Report on Broadcast Research


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