The discussion covered developments surrounding AdRM, the trading platform for television advertising, and the outlook for viewing-log usage and agentic advertising. Nippon Television is developing AdRM into a common platform, and plans for other broadcasters to participate have also emerged.
In early October 2026, developments surrounding the use of data in television advertising attracted attention. At the Video Research Forum 2026 held on 7 October, 5 commercial broadcasters discussed the use of non-personally identifiable viewing data.
On the 13th, Nippon Television, Fuji Television and TBS announced the establishment of a new company to operate the Ad Reach MAX Platform (AdRM), developed by Nippon Television. AdRM enables television advertising to be traded on an impression basis and supports last-minute changes to commercial creatives.
The new company will receive AdRM's technology and know-how through an absorption-type company split, with Fuji Television and TBS investing in and jointly operating the company. Subject to approval by Nippon Television's board of directors in November, operations are scheduled to begin in February 2027. Yomiuri Television and Chukyo Television are targeting participation from October 2026, while Sapporo Television and Fukuoka Broadcasting are targeting April 2027.