Health and Medical Sectors Led TV Advertising Exposure in South Korea for 2024 | Be Korea-savvy

Health and Medical Sectors Led TV Advertising Exposure in South Korea for 2024


Health and medical advertisers dominated South Korean television advertising last year. (Image courtesy of Korea Bizwire)

Health and medical advertisers dominated South Korean television advertising last year. (Image courtesy of Korea Bizwire)

SEOUL, Jan. 23 (Korea Bizwire) — Health and medical advertisers dominated South Korean television advertising last year, according to a comprehensive industry report released January 22 by data platform company IGAWorks.

The report shows that health and medical sector advertisements accounted for 24% of total TV advertising impressions in 2024, reaching 136 billion views. This placed the sector firmly in the lead, followed by food and beverage advertising with 106.1 billion views (19%), and household and lifestyle products with 83 billion views (15%). Financial services (44.4 billion, 8%), beauty products (28.6 billion, 5%), and automotive advertising (28.4 billion, 5%) rounded out the top categories.

Within the health and medical sector, vitamins and dietary supplements dominated with 62.3 billion views, representing 46% of the sector’s total exposure. Health care products (10%), gum disease treatments (10%), and digestive medicines (8%) followed. The brand Igatan led the sector with 7.2 billion views.

In the food and beverage category, restaurant brands captured 31% of the sector’s exposure with 32.9 billion views, followed by beverages (21%), alcoholic drinks (19%), and noodles and convenience foods (12%). Puradak Chicken topped the category with 3.3 billion views.

The financial sector saw insurance advertising leading with 18.8 billion views (42% of the sector), followed by banking services (15%), financial corporate PR (15%), and securities and investment products (8%). NH All One Bank led financial advertisers with 2.3 billion views.

The findings are based on data from KT’s 9.5 million set-top boxes, analyzed using IGAWorks’ proprietary Hyper DMP solution Marketing Cloud and Mobile Index algorithms.

Lina Jang (linajang@koreabizwire.com) 

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