On December 18, the Korea Broadcast Advertising Corporation (KOBACO) released the results of a survey revealing the advertising models most favored by consumers in 2023. Based on responses from 2,000 individuals, the survey identified the top choices for advertising models across different age groups, with singer-actress IU and television host Yoo Jae Suk standing out as dominant figures.

Advertising Model Preferences by Age Group

• Teenagers: The most preferred advertising model was the girl group NewJeans, reflecting their growing influence among younger audiences.
• 20s and 30s: Yoo Jae Suk, a renowned television host, topped the list for these age groups.
• 40s: Actor Gong Yoo was the favorite, alongside IU, who ranked second across all generations.
• 50s: Yoo Jae Suk also led this demographic, underscoring his widespread appeal.
• 60s: Football star Son Heung Min was the most favored advertising model.

IU’s consistent appeal across all age groups was particularly noteworthy. She ranked second overall, maintaining her status as a highly sought-after figure in advertising for the second consecutive year.

Most Anticipated Celebrities and Programs

When asked about variety and educational programs they most looked forward to watching, 16.8% of respondents chose Yoo Jae Suk for his role in the MBC show 'Hangout with Yoo'. Other popular figures included Baek Jong Won, Jun Hyun Moo, and Kian84. Yoo Jae Suk was also named the entertainer audiences most wanted to see again in 2024.

In the acting category, actress Kim Tae Ri, who gained acclaim for her performance in the dramaRevenant, was the actor consumers most anticipated seeing in the coming year.

Most Beloved Actors of 2023

Kim Soo Hyun and Kim Ji Won were chosen as the most beloved male and female actors of the year. Their chemistry in the hit tvN drama 'Queen of Tears' was widely praised, contributing to their popularity both domestically and internationally.

Survey Methodology

The survey was conducted online in November among 2,000 men and women aged 14 to 69 across South Korea. The margin of error was ±2.2 percentage points at a 95% confidence level.

The results highlight the enduring popularity of iconic figures like IU and Yoo Jae Suk, while also showcasing the rising influence of new-generation stars such as NewJeans and Kim Tae Ri in South Korea’s entertainment and advertising landscape.

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