Online advertising grew, while broadcast advertising contracted. According to the "2024 domestic broadcasting and telecommunications advertising market status and outlook" released on the 8th by the Korea Media and Communications Commission and the Korea Broadcast Advertising Corporation (KOBACO), online advertising spending in 2024 was 10.1011 trillion won, up 7.9% from the previous year. Broadcast advertising spending was 3.2191 trillion won, down 5.0%.
The aggregates of domestic broadcasting and telecommunications advertising spending in 2024 were 17.1263 trillion won, up 3.5%, and came to 0.75% of GDP. Total advertising spending in 2025 is projected at 17.2717 trillion won.
By medium, the market shares were online 59.0%, broadcast 18.8%, newspapers and magazines 11.6% (1.9875 trillion won), and outdoor 7.4% (1.2591 trillion won). By broadcast operator, most saw advertising spending decline, except for system operators (SO). Based on the outlook, broadcast advertising spending in 2025 is expected to be 2.7744 trillion won, down 13.8% from 2024, while online is expected to rise 6.1% to 10.7204 trillion won. Newspapers and magazines (1.9889 trillion won) and outdoor (1.2852 trillion won) are projected to edge up, while other advertising spending (502.8 billion won) is forecast to fall 10.1%.
The Korea Media and Communications Commission (KMCC) also conducted its first survey of perceptions of OTT (over-the-top) advertising among 153 domestic advertisers. The top reasons for selecting OTT ads were "accuracy of target reach" (53.4%), followed by "media influence" (15.5%) and "brand and content fit" (10.3%). Satisfaction was high for "media influence" (78.4 points) and "trust and stability" (75.4 points), but lower for "message delivery completeness" (65.5 points) and "cost efficiency" (63.4 points). In 2024, 50% of corporations that ran OTT ads placed them on Netflix and Tving, and among advertisers planning to run OTT ads this year, 65% named Netflix.