On February 4, data platform company IGAWorks released its analysis, "2024 TV Advertising Market Review – Exposure Trends by Advertisement Model," based on data from approximately 9.5 million set-top box TV ad exposures and 43 million mobile data points. 

The results revealed that the most frequently exposed TV advertisement model in 2024 was actor Son Suk Goo.

Son Suk Goo topped the list with a total of 6.96 billion ad exposures, with his commercials for Aronamin Gold (3.34 billion) and Kelly (2.8 billion) contributing significantly to his exposure. His strong acting skills and unique charm in films and dramas have earned him a positive public image, which is also reflected in his strong presence in the advertising market.

Coming in second was actress Go Youn Jung, who recorded 6.64 billion ad exposures. She starred in commercials for Puradak Chicken (3.23 billion) and NH Nonghyup Bank’s All One Bank (1.23 billion), effectively enhancing the brand image. Her fresh image and strong marketability have made her a rising star in the advertising industry.

Following closely behind were actor Nam Goong Min (6.49 billion), Ma Dong Suk (6.44 billion), and singer-actor Cha Eun Woo (5.58 billion), ranking third to fifth, respectively. 

Nam Goong Min’s stable acting and broad public recognition, Ma Dong Seok’s strong charismatic presence, and Cha Eun Woo’s widespread endorsements contributed to their rankings. Notably, in October and November, Cha Eun Woo ranked first in both ad exposure and the number of brands he represented.

By industry, the highest ad exposure rates were seen in Healthcare/Medical (24%), Food & Beverage (19%), and Home & Lifestyle (15%).

Broadcaster Kim Sung Joo (Pansidil) and actress Kim Ji Ho (Igatan) were models with the most exposure in the Healthcare/Medical sector. For Food & Beverage, Go Youn Jung (Puradak Chicken) and Son Suk Goo (Kelly Beer) were named as the standout models. BTS (Coway home appliances) and actor Park Bo Gum (Ace Mattress) recorded high exposure numbers in the Home & Lifestyle sector.

According to IGAWorks, Son Suk Goo, Go Youn Jung, Nam Goong Min, Ma Dong Suk, and Cha Eun Woo were named the top actors with the most exposure in TV advertisements. NewJeans, BTS, Lee Hyori, IU, and Key were the top singers with the most exposure. Top broadcasters and athletes who made the list include Kim Sung Soo, Yoo Jae Suk, Kim Yuna, Son Heung Min, and Park Ji Sung respectively.

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