Tokyo Kikaku Co., Ltd.

Tokyo Kikaku Co., Ltd. is a Japanese company headquartered in Chiyoda-ku, Tokyo, best known for its commercial research service brand, CM Soken (CM総合研究所). Founded in January 1976 in Ginza, Chuo-ku, Tokyo, the company initially focused on marketing planning and publishing/editing work. In 1984 it established CM Soken and the CM DATABANK, and in 1987 it began its monthly "CM favorability survey" (CM好感度調査), which has since become its signature offering. The company is not related to the similarly named former music publisher or film production company that also used the name Tokyo Kikaku. Tokyo Kikaku's core business is the measurement, analysis, and reporting of television commercial effectiveness and consumer response. It maintains databases of TV commercial airing histories for the Tokyo and Osaka key stations as well as BS digital broadcasting, conducts lifestyle-time research, and analyzes correlations between social media data and TV commercials. It publishes the monthly trade magazine CM INDEX, produces a dedicated TV program also called CM INDEX, and organizes the annual BRAND OF THE YEAR awards. Its data and rankings are widely cited by Japanese media, including newspapers and trade publications. The company operates under the service name CM Soken, which it unified its business under in 2015 along with a corporate logo change. Its stated mission is to "elucidate changes of the heart through video" and it emphasizes that "favorability is a precondition for action." As of its official company profile, it has 75 employees and capital of 20 million yen, and is led by President Kentaro Sekine. It is a member of several advertising industry organizations, including the ACC, the Japan Advertising Agencies Association, and the Tokyo Advertising Association. Tokyo Kikaku remains a private company and is not listed on any stock exchange.

Tokyo Kikaku Co., Ltd. was founded in January 1976 in Ginza, Chuo-ku, Tokyo, initially engaging in marketing planning and publishing/editing. In 1984, the company established CM Soken (CM総合研究所) and CM DATABANK, marking its entry into commercial research. In 1987, it launched the monthly "CM favorability survey" (CM好感度調査), which became the foundation of its reputation. The company moved its office to Shiba, Minato-ku in 1994. In 1996, it began the "in-program CM favorability survey" and launched the CM-specialized TV program "CM INDEX" on CS broadcasting. In 2001, it began database construction and service provision for the complete TV commercial airing histories of the five key Tokyo stations. In 2004, it started the "lifestyle time survey" to study consumer TV viewing behavior. In 2010, web-based distribution of survey results and various data went into full operation. In 2011, it obtained a patent for a "method and device for measuring TV commercial effectiveness based on lifestyle time survey." In 2015, it relocated to its current office, unified its business name under "CM Soken," and changed its corporate logo. In 2016, it began AI-based CM favorability prediction efforts and database construction for the complete TV commercial airing histories of the five key Osaka stations. In 2019, it launched the CM favorability prediction systems "Mnavi" and "Tnavi." The company continues to operate as a private entity, providing data, analysis, and consulting services to the advertising industry.

• 2019

  Launched CM favorability prediction systems Mnavi and Tnavi.

• 2016

  Began AI-based CM favorability prediction and database construction for Osaka key 5 stations.

• 2015

  Relocated to current office, unified business name under CM Soken, changed corporate logo.

• 2011

  Obtained patent for TV CM effectiveness measurement method based on lifestyle time survey.

• 2010

  Web-based distribution of survey results and data fully operational.

• 2004

  Started lifestyle time survey.

• 2001

  Began database construction and service for complete TV CM airing histories of Tokyo key 5 stations.

• 1996

  Started in-program CM favorability survey and launched CM INDEX TV program on CS broadcasting.

• 1994

  Moved office to Shiba, Minato-ku.

• 1987

  Began monthly CM favorability survey.

• 1984

  Established CM Soken and CM DATABANK.

• 1976

  Founded in Ginza, Chuo-ku, Tokyo, engaging in marketing planning and publishing/editing.

Specialist research and consulting firm for TV commercial favorability and effectiveness in Japan.

• CM favorability survey

  Monthly survey measuring consumer favorability toward TV commercials.

• CM INDEX magazine

  Monthly trade magazine on TV commercials.

• CM INDEX TV program

  TV program dedicated to commercials.

• CM DATABANK

  Database of TV commercial airing histories.

• Mnavi / Tnavi

  AI-based CM favorability prediction systems.

1. 1CM総合研究所・東京企画cmdb.jp
2. 2転載・引用について | 会社情報 | CM総合研究所・東京企画cmdb.jp
3. 3会社情報 | CM総合研究所・東京企画cmdb.jp
4. 4東京企画 (CMサービス) - Wikipediaja.wikipedia.org
5. 5Tokyo Kikakuwikidata.org