"Taxi Driver 3" made a flashy exit as it topped the drama brand reputation rankings upon its finale.
The Korea Corporate Reputation Research Institute said on Jan. 13 that its big-data analysis of drama brand reputation for Jan. 2026 ranked 1st Taxi Driver 3, 2nd Our Golden Days, and 3rd Surely Tomorrow.
The Jan. 2026 drama brand reputation ranking was Taxi Driver 3, Our Golden Days, Surely Tomorrow, PROBONO, The Judge Returns, A Graceful Liar, Dynamite Kiss, Love Me, Nice to Not Meet You, The Price of Confession, Idolia, Cashero, The First Man, The Manipulated, To My Beloved Thief, Moon River, Marie and Her Three Daddies, No Next Life, UDT: our neighborhood special forces, Young Kim Dae-geon.
The No. 1 Taxi Driver 3 brand had a participation index of 1,003,119, a media index of 965,534, a communication index of 647,121, a community index of 1,522,028, and a viewership index of 1,668,168, producing a brand reputation index of 5,805,969.
The No. 2 Our Golden Days brand had a participation index of 787,970, a media index of 940,356, a communication index of 839,033, a community index of 776,909, and a viewership index of 2,273,651, producing a brand reputation index of 5,617,920.
The No. 3 Surely Tomorrow brand had a participation index of 1,744,097, a media index of 1,186,478, a communication index of 1,275,429, a community index of 823,851, and a viewership index of 432,488, producing a brand reputation index of 5,462,343.
The No. 4 PROBONO brand had a participation index of 1,306,057, a media index of 538,077, a communication index of 834,637, a community index of 631,231, and a viewership index of 889,690, producing a brand reputation index of 4,199,693.
The No. 5 The Judge Returns brand had a participation index of 1,039,965, a media index of 762,278, a communication index of 788,841, a community index of 490,935, and a viewership index of 531,342, producing a brand reputation index of 3,613,361.
Koo Chang-hwan, director of the Korea Corporate Reputation Research Institute, said, "The big-data analysis of drama brand reputation for Jan. 2026 found that the Taxi Driver 3 brand ranked No. 1. Comparing the drama brand big data of 60,055,822 items in Dec. with this month, it decreased by 8.84%. In detailed analysis, brand consumption fell 15.78%, brand issues rose 3.94%, brand communication fell 11.21%, brand diffusion fell 13.35%, and brand consumption fell 4.99%."
He added, "In the link analysis of the Taxi Driver 3 brand, which ranked No. 1 in Jan. 2026 drama brand reputation, 'intense, great chemistry, reverse-run' analyzed highly, and in keyword analysis 'Lee Je-hoon, Rainbow Luck, taxi driver' analyzed highly. In the positive-negative ratio analysis, the positive ratio was 92.20%."
This survey analyzed 54,747,519 pieces of big data from 20 drama brands loved by the public from the 13th of last month through this day to measure consumers' brand participation and communication volume, media consumption, brand diffusion, and consumption. Compared with the drama brand big data of 60,055,822 items in Dec., it decreased by 8.84%.
The brand reputation index is an indicator derived by extracting brand big data and analyzing consumer behavior, classifying it into participation value, communication value, media value, and social value, and applying weights. In drama brand reputation, the brand reputation index was analyzed using participation value, communication value, media value, community value, and viewership value, and a content value analysis algorithm was introduced in the drama brand reputation analysis.
In this regard, the Korea Corporate Reputation Research Institute said that brand reputation big-data analysis can determine where, how, why, and how much consumers talk about a brand. A brand-monitor analysis involving brand reputation editors and a recommendation index through the brand reputation ranking page are included as weights.
[Photo] OSEN DB, SBS, provided by the Korea Corporate Reputation Research Institute.
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