
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)