Terrestrial Broadcast Advertising Proves Resilient in Digital Age,Seminar Highlights Efficiency and Need for Strategy Overhaul
SEOUL,South Korea – Despite the proliferation of digital platforms,terrestrial broadcast advertising continues to demonstrate meaningful efficiency and impact,according to findings presented at a recent seminar. the event, co-hosted by six prominent broadcasting and advertising organizations, including KBS, MBC, SBS, KOBACO, SBS M & C, and the Korea Broadcasting Association, explored the enduring strengths of traditional television advertising and the evolving landscape of media consumption.
The seminar, held at the Korea Press center, featured insights from Professor Kim Hae-bin of Kangwon National University, who analyzed real-time audience data from three IPTV providers. Professor Kim’s research indicated that 15-second terrestrial broadcast advertisements, when measured by Cost Per Mille (CPM), offer a competitive efficiency. He emphasized that terrestrial advertising remains a unique avenue in Korea for together reaching approximately 2 million households with a single 15-second spot.Moreover, Professor Kim highlighted that terrestrial advertising maintains a stable viewership of 50,000 to 90,000 households, even in instances where traditional sample ratings data indicated near-zero viewership.
The discussion also addressed the demographic shifts impacting marketing strategies. Dr. Hwang Sung-yeon of nielsen Korea pointed out the declining proportion of the 20-49 age demographic, which has fallen from 50.4% in 2000 to 41.3% in 2023, attributing this to low birth rates and an aging population.Dr. Hwang stressed the necessity of redefining target audiences beyond the traditional “2049” bracket and urged for an urgent redesign of advertising strategies and viewership evaluation criteria to reflect current population structures and generational viewing habits.
In light of the changing media market, participants also voiced concerns that existing terrestrial advertising regulations may be hindering it’s potential. There was a call for a essential shift in policy, advocating for a “principle allowance, remarkable regulation” approach to foster greater flexibility and innovation in the sector.
