Tv Advertisements Falter as Digital Spending Accelerates in Korea (Picture supported by ChatGPT)
SEOUL, Jan. 9 (Korea Bizwire) — South Korea’s promoting market continued its shift towards digital platforms in 2024, with on-line advert spending rising sharply whereas conventional broadcast promoting declined, based on a joint report launched Thursday by regulators and trade officers.
Knowledge from the Korea Communications Fee and the Korea Broadcast Promoting Company confirmed that internet marketing spending reached 10.1 trillion gained ($7.6 billion) in 2024, up 7.9 % from a yr earlier. In contrast, broadcast promoting fell 5 % to three.22 trillion gained, reflecting the continued erosion of tv’s dominance within the promoting market.
Whole spending on promoting throughout broadcasting and communications media amounted to 17.13 trillion gained, equal to about 0.75 % of gross home product, a 3.5 % improve from the earlier yr. On-line platforms accounted for 59 % of the market, far surpassing broadcast promoting’s 18.8 % share. Newspaper and journal promoting made up 11.6 %, whereas out of doors promoting accounted for 7.4 %.
The decline in broadcast promoting was broad-based, with advert revenues falling for all broadcasters besides cable system operators. Trade officers count on the pattern to persist, forecasting broadcast advert spending to drop almost 14 % in 2025, whereas internet marketing is projected to develop one other 6 %.
The report additionally highlighted advertisers’ rising curiosity in streaming platforms. In its first survey of advertiser perceptions of over-the-top (OTT) promoting, carried out amongst 153 corporations, regulators discovered that exact viewers concentrating on was the first purpose manufacturers selected OTT adverts, adopted by platform affect and brand-content match.
Advertisers rated OTT platforms extremely for media impression and reliability however expressed weaker satisfaction with price effectivity and message supply. Half of corporations that positioned OTT adverts in 2024 used Netflix or Tving, and almost two-thirds of advertisers planning OTT campaigns in 2025 stated they meant to promote on Netflix.
The findings underscore a structural realignment of South Korea’s promoting market, as entrepreneurs more and more prioritize data-driven digital platforms over conventional broadcast channels in a fragmented media setting.
Ashley Tune (ashley@koreabizwire.com)
