According to Asahi newspaper, anime critic Fujitsu Ryota reported the policy of Nihon TV, which aired Chihayafuru
. The quality of the anime was decent and it could have attracted audience in a wide range of generations if it had been aired in the evening. However, no company sponsored the program (i.e. the anime producers purchased the time slot) and the DVD sales were unsuccessful. There is a discrepancy between the purchaser of the DVD/Blu-ray disc media and the general TV viewers, which mainly contribute to the ratings. Nihon TV supports unprofitable anime such as Chihayafuru of their own volition.
Source: Scan of Asahi