Japanese media franchise, Pokemon, has been crowned the most powerful entertainment brand in the country by a new study.
On December 23, 2024, entertainment marketing firm GEM Partners released the results of a comprehensive survey (via) measuring the reach of entertainment brands across seven media formats, including video, books, and music. For the 2024 annual ranking, the Pokemon brand secured the top position with an impressive 65,578 points.
The ranking is based on “reach points,” a unique index that estimates the daily number of people exposed to content associated with a particular brand or work. This index accounts for interactions across various digital media platforms such as apps, games, music, videos, and manga. The survey was conducted monthly, involving a sample of 100,000 individuals aged 15 to 69 residing in Japan.
Pokémon dominated the rankings, earning 50,546 points in the primary “App Games” category, which accounted for 80% of its total score. The enduring popularity of the location-based game Pokémon GO played a significant role in this success, bolstered by the impact of DeNA’s new release, Pokémon Trading Card Game Pocket. As for other categories, Pokémon garnered 11,619 points in “Home Video” and 2,728 points in “Video.” Additionally, collaborative campaigns, such as the widely publicized tie-in with Mister Donut, and the ongoing surge in trading card game popularity contributed to Pokemon’s extensive reach, likely exceeding the measured figures.
The Pokémon Company’s most recent financial report (for the fiscal year ending February, 2024) highlights the franchise’s continued growth, with sales reaching 297.58 billion yen and a gross profit of 152.23 billion yen. These numbers reinforce Pokémon’s position as one of Japan’s most successful and rapidly expanding entertainment properties.
The Pokemon franchise consists of video games, animated series and films, a trading card game, and other related media. It is jointly owned by three entities: Nintendo, Game Freak, and Creatures. In 1998, the three companies formed The Pokémon Company (TPC) to oversee the management and operations of the Pokemon brand.
