Television advertising continues to be the most effective medium for reaching consumers in South Korea, according to data from the Korean Broadcast Advertising Promotion Corporation (Kobaco) [1].

This finding highlights a paradox in the media landscape. While digital platforms are growing rapidly, traditional broadcasting still maintains a psychological grip on consumer behavior and trust that newer services have not yet replicated.

The broadcast advertising market has faced significant financial decline, losing approximately 6,000 billion KRW over the last three years [1]. This downturn comes amid aggressive competition from YouTube and over-the-top (OTT) streaming services.

Despite the financial slump, a Kobaco survey of 3,000 adults aged 20 to 64 [1] indicates that TV outperforms all other media in key effectiveness metrics. The survey, conducted from June 5 to June 10, 2024 [1], found that TV ad recall stands at 31.7% [1]. This is higher than the recall rates for YouTube at 25.6% and OTT services at 14.4% [1].

Consumer trust and intent to purchase also favor traditional television. TV advertising recorded a trust level of 18.5% [1]. Furthermore, it achieved a purchase-intention rate of 30.8% [1] among the eight media types analyzed in the study.

The results, which were released on April 4, 2024 [1], suggest that while viewers may spend more time on digital platforms, the perceived credibility of broadcast television remains superior. This disparity suggests that the scale of the market's financial loss does not correlate directly with a loss of influence over the consumer's final buying decision.

“TV ad recall stands at 31.7%, higher than YouTube at 25.6%.”

The data indicates a widening gap between where advertising budgets are flowing and where advertising actually works. While the financial migration to digital platforms like YouTube and OTT is clear, the 'trust premium' of traditional TV remains a critical asset for brands. For the South Korean broadcast industry, this suggests that while they cannot stop the loss of market share, the high efficacy of their remaining reach provides significant leverage for pricing and strategic partnerships.