IGAWorks' latest analysis, "2024 TV Advertising Market Review – Exposure Trends by Advertisement Model," based on data from 9.5 million set-top box TV ad exposures and 43 million mobile data points, has caused a buzz in the industry.

Surpassing all others in ad exposures for 2024 is none other than the charismatic actor Son Suk Goo, with a staggering total of 6.96 billion exposures. His commercials for Aronamin Gold (3.34 billion) and Kelly (2.8 billion) have significantly contributed to his dominance in the market. Renowned for his acting prowess and unique charm on screen, Son Suk Goo has emerged as a top choice for advertisers seeking a positive public image.

Following closely behind Son Suk Goo is the talented actress Go Youn Jung, with an impressive 6.64 billion ad exposures. Her endorsements for Puradak Chicken (3.23 billion) and NH Nonghyup Bank’s All One Bank (1.23 billion) have bolstered her reputation as a rising star in the advertising world, thanks to her fresh image and strong market appeal.

Noteworthy mentions also go to actors Nam Goong Min (6.49 billion), Ma Dong Suk (6.44 billion), and singer-actor Cha Eun Woo (5.58 billion), securing the third to fifth positions with their impactful ad campaigns.

Industry-wise, the Healthcare/Medical sector leads in ad exposure rates (24%), closely followed by Food & Beverage (19%) and Home & Lifestyle (15%). Standout models in these sectors include Kim Sung Joo (Pansidil), Kim Ji Ho (Igatan), Go Youn Jung (Puradak Chicken), Son Suk Goo (Kelly Beer), BTS (Coway home appliances), and Park Bo Gum (Ace Mattress).

Son Suk Goo, Go Youn Jung, Nam Goong Min, Ma Dong Suk, and Cha Eun Woo have been recognized as the top actors in TV advertisements, while NewJeans, BTS, Lee Hyori, IU, and Key claim the title for the most exposure among singers. Among broadcasters and athletes, Kim Sung Soo, Yoo Jae Suk, Kim Yuna, Son Heung Min, and Park Ji Sung stand out for their remarkable presence in advertising campaigns.