'Home Alone' maintained its position as the top variety program.
The Korea Corporate Reputation Research Institute analyzed 84,015,843 brand big data from 50 beloved variety shows from July 3, 2025, to August 3, 2025, to measure consumer brand participation and communication volume, media consumption, brand diffusion, and consumption volume. The analysis resulted in 'Home Alone' in first place, 'Running Man' second, and 'My Little Old Boy' third.
The brand reputation index is an indicator derived from extracting brand big data and analyzing consumer behavior, classified into participation value, communication value, media value, and social value, with weighted scores. The brand reputation index for variety programs was analyzed using participation value, communication value, media value, community value, and viewing value.
Through brand reputation big data analysis, it is possible to analyze where, how, why, and how much consumers talk about brands. The recommendation index from brand monitor analysis participated by brand reputation editors has been included as a weight.
The top 30 rankings for variety program brand reputation in August 2025 are as follows: Home Alone, Running Man, My Little Old Boy, What Do You Do When You Play?, National Singing Contest, Radio Star, Immortal Songs, Knowing Bros, 1 Night 2 Days KBS, Japan-Korea Top Ten Show, King of Masked Singer, Mr. House Husband, I Am Solo, Lover of Joseon, Whenever Possible, Omniscient Interfering View, Gag Concert, The Return of Superman, Amazing Saturday, Same Bed, Different Dreams, Gayo Stage, Trot All-Star on Wednesday Nights, Let's Have a Meal, You Quiz on the Block, The Women Who Can Kill, Please Take Care of My Refrigerator, Single's Inferno, Seasoned Men, Divorce Counseling Camp, and TV Animal Farm.
The brand 'Home Alone', which recorded the highest brand reputation in variety programs, has participation index of 1,033,969, media index of 1,009,063, communication index of 1,294,402, community index of 1,390,503, and viewing index of 716,694, resulting in a brand reputation index of 5,444,631. Compared to last July's brand reputation index of 5,271,834, this represents a 3.28% increase.
Second place, the brand 'Running Man', has participation index of 405,369, media index of 726,686, communication index of 1,505,917, community index of 1,113,076, and viewing index of 407,774, resulting in a brand reputation index of 4,158,823. Compared to last July's brand reputation index of 2,757,218, this represents a 50.83% increase.
Third place, the brand 'My Little Old Boy', has participation index of 238,532, media index of 435,706, communication index of 573,027, community index of 1,074,818, and viewing index of 1,507,530, resulting in a brand reputation index of 3,829,613. Compared to last July's brand reputation index of 3,340,228, this represents a 14.65% increase.
Fourth place, the brand 'What Do You Do When You Play?', has participation index of 347,741, media index of 542,036, communication index of 1,068,693, community index of 877,314, and viewing index of 494,272, resulting in a brand reputation index of 3,330,057. Compared to last July's brand reputation index of 3,236,058, this represents a 2.90% increase.
Fifth place, the brand 'National Singing Contest', has participation index of 123,153, media index of 414,657, communication index of 826,583, community index of 1,095,299, and viewing index of 815,549, resulting in a brand reputation index of 3,275,241. Compared to last July's brand reputation index of 2,503,564, this represents a 30.82% increase.
Gu Chang-hwan, director of the Korea Corporate Reputation Research Institute, noted, "According to the analysis of brand big data for August 2025, the brand 'Home Alone' recorded first place. Analyzing the brand category for variety programs shows a decrease of 0.12% compared to last July's variety program brand big data of 84,118,874. A detailed analysis reveals that brand participation increased by 7.82%, brand issues increased by 2.79%, brand communication decreased by 2.99%, brand diffusion decreased by 6.27%, and brand consumption increased by 4.89%."
He added, "In the link analysis for the brand 'Home Alone', which recorded first place in variety program brand reputation in August 2025, 'study, train, marry' were found to be high in analysis, while the keyword analysis revealed 'Park Na-rae, Joy, Kangnam' as prominent. According to the positive-to-negative ratio analysis, the positive ratio was analyzed as 91.59%."
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