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In 2023, around *** trillion South Korean won were spent on online advertising in South Korea. This accounted for roughly ** percent of all advertising spending that year. Broadcast media, which consisted mainly of television advertising and to a lesser extent radio advertising, accounted for a further **** percent of expenditure.

Digital dominance and traditional resilience

Despite online advertising claiming the lion's share of spending, traditional media continued to hold its ground. Broadcast media attracted about *** trillion won in advertising expenditure, with program providers and terrestrial TV each surpassing the *** trillion won mark. In South Korea, TV ownership among households was almost universal, allowing for a large potential reach of TV ads. In practice, average daily watch times varied considerably by age, with older generations watching TV for longer than younger generations.

Multichannel brand discovery

While search engines were the most common source for brand discovery among internet users in South Korea, TV advertising was not far behind. Shows and films shown on TV were an additional source for TV-related brand exposure, as reported by ** percent of respondents in a 2023 survey. However, there were more different types of online channels available compared to other advertising types, allowing for a diverse and large reach in this sector. Broadly, online advertising was categorized into search-based and display ads, with the former being somewhat more successful in South Korea than the latter.