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IIn South Korea, subscription TV is now available in almost all TV homes, reaching just under 18 million.
South Korea
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Actual
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%
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Population
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48,775,572
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Total Homes
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17,887,680
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Household Size
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2.7
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TV Homes
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17,872,138
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100
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Multichannel Homes
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17,693,417
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99
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Internet Users
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37,475,800
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77
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Source: CASBAA, SNL Kagan, AGB NMR, Internet World Statistics (as of September 2009)
Nielsen reports ad revenues in South Korea fell by 50% in the first two months of 2009, with TV, radio, newspapers and magazines suffering significant declines. According to Nielsen, TV advertising revenues in January and February were US$80 million down from US$200 million a year ago. Print media also suffered heavy losses, with newspaper expenditure falling from US$393 million in the first two months of 2008 to US$152 million in the same time frame this year. Magazine advertising was also down from US$33 million to US$13 million, and radio marketing spend fell from US$26 million to a total of just US$7 million. All is not gloom, however, as GroupM predicts an overall increase for subscription TV in 2009 of just over 4%.
Advertising revenues for subscription TV are the highest in Asia but estimates and definitions vary wildly across markets and differ by source. Industry estimates of subscription TV revenues for 2008 are just under US$1.2 billion. The PAX survey suggests that, for any regional campaign trying to target South Koreans, subscription TV far outperforms any regional print option, with 70% reach in the past month, 37% in the past seven days and 11% yesterday. In comparison, regional print reach ranks at 4% for all publications.
Both AGB and TNS provide audience measurement for up to 300 TV channels. According to AGB, for the first two quarters of 2009, viewing to subscription TV is significantly younger with a skew towards male audiences. Channel share for young adults (16-24) in cable homes tops at 55%.
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Related Industry Statistics
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