• Total ad spend for the sector topped ₩200,076,225,000 for H1 this year
• Korean auto brands made up 3 of the top 5 ad spenders

Seoul, South Korea  – October 17, 2023  – Data released today by Nielsen Ad Intel, Asia’s most comprehensive ad spend monitoring service, has revealed which automotive manufacturers invested the most in advertising across the nation for the first half of the year.

Nielsen’s list of South Korea’s Top 10 highest spending automotive advertisers is the result of detailed analysis, which delivers an accurate view of advertising trends and spending between January and June this year.

Auto giant Hyundai topped the list, followed by Kia and Volvo, respectively. KG Mobility, more commonly known as KGM, also made the list, coming in at number five, with South Korean auto manufacturers making up three of the top five companies on the list.

Overall, for the first half of the year, the automotive industry in South Korea invested a massive ₩200,076,225,000 into advertising, making it one of the nation’s most valuable sectors for advertisers.

Inho Um, Director of Nielsen Media Korea, said, “This Nielsen Ad Intel data highlights the facts that advertising remains the cornerstone for brands seeking to engage and communicate meaningfully with South Korean consumers. The automotive industry’s enormous investment in advertising for the first half of the year is clear evidence of this.

While the likes of Hyundai, Kia, and Volvo top our list, understanding who spends what and where provides valuable insights for everyone in the sector, and local and regional market data is an absolute necessity for savvy marketers in 2023.”

Nielsen Asia Managing Director (Advertisers & Agencies), Aaron Rigby added, “Knowledge is power in the highly competitive and rapidly-evolving South Korean ad market. Nielsen Ad Intel offers a comprehensive, cross-platform view of the region, covering everything from television and online media to radio, out-of-home, and print. This kind of 360-degree perspective is essential. As brands, agencies, and media owners navigate an increasingly complex environment, Nielsen Ad Intel data provides a critical roadmap. It enables them to optimise their ad spend, maximise ROI, and gain the competitive intelligence needed to get the jump on their competition. If you need to understand the advertising ecosystem around you to improve your own strategies, then you need Nielsen Ad Intel.”

Click here to find out more about the latest Nielsen Ad Intel spend data.

About Nielsen Ad Intel

Ad Intel provides the most complete source of cross-platform advertising intelligence available today. With intuitive software, review-and-compare ad activity across media, company, category or brand, plus historical data.

Note: Nielsen monitors gross advertising expenditure in major media at published rate card values. While discounts are made available from some media owners, rates are not openly available. Please also note that the category and brand/product groupings figures are grouped at Nielsen’s discretion.

About Nielsen

Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviours across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences – now and into the future. Nielsen operates around the world in more than 55 countries. 

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Media Contact
Dan Chapman
Assoc. Director, Communications, Nielsen APAC
dan.chapman@nielsen.com
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