Fuji Television is currently embroiled in controversy following allegations against former talent Nakai Masahiro. This situation has resulted not only in significant public backlash but also in drastic changes to commercial sponsorships for the network's programs, with beloved shows like Sazae-san and Chibi Maruko-chan having to navigate the fallout.
On February 2, 2025, viewers tuning in to Sazae-san were surprised to see the episode air with absolutely no commercial sponsorship for the first time since the aftermath of the 2011 earthquake. The previous episode, which aired on January 26, 2025, featured only Nishimatsuya, a children’s clothing retailer, as its sole sponsor. But by January 28, the company had officially announced they would cease advertisement placements with Fuji Television due to "various circumstances."
According to reports, this drastic step follows allegations pertaining to Nakai's inappropriate conduct with women, leading multiple sponsors to withdraw their commercials, repurposing their airtime for AC Japan ads.
Social media exploded with responses as viewers expressed disbelief and surprise at the lack of sponsorships during such iconic shows. "This is unprecedented—no commercial support for Sazae-san? It feels so foreign and strange," one viewer tweeted. Others chimed in, noting the unusual nature of the programming: "The fact I've seen advertising for Sazae-san is almost new territory for us!", showcasing a mix of nostalgia and confusion.
While the network has continued to broadcast its popular anime, the repercussions of these allegations have evidently affected Fuji Television's advertising revenues. The network projected as much as ¥23.3 billion less than initially expected for the advertising revenue for the 2025 fiscal year. An insider from the entertainment industry revealed, "Budget cuts are becoming imminent, especially with the dramas. We could see production costs significantly slashed moving forward as they search for ways to mitigate losses."
With rumors circulating about shifting focus to film production—potentially new iterations of popular series such as Chibi Maruko-chan and Sazae-san—the strategy appears to aim at controlling budget constraints creatively.
The rising number of commercial replacements and the continued absence of major sponsors reflects broader tensions not just within the industry, but also among the viewing public. Viewers are increasingly vocal on platforms like Twitter, where hashtags associated with these programs are trending, showing just how strongly audiences feel about these changes.
The ultimate fate of Nakai Masahiro and the adjustments he brings to the network remain to be seen, but the impact already poses severe risks to Fuji Television's future. Industry experts warn of possible long-term effects, arguing the network needs to assert its form and regain credibility with both advertisers and viewers alike.
This scandal has undoubtedly shaken the very foundation of how Fuji Television typically operates, challenging the standards of sponsorship and providing both the network and some of its talent with some tough lessons to learn from this tumultuous time.