FOCUS: KOREA - Electronics, telecommunications fuel advertising spend growth

<p>Korea's advertising spend surged by more than 35 per cent in the </p><p>first half of this year, thanks largely to the electronics and </p><p>telecommunications sectors. </p><p><BR><BR> </p><p>According to ACNielsen Media International, the country's advertising </p><p>expenditure totalled 2.969 trillion won (about USdollars 2.71 billion) </p><p>in this year's first six months, compared with 2.195 trillion won (about </p><p>USdollars 2 billion) in the same period in 1999. </p><p><BR><BR> </p><p>It is expected that adspend for the whole of this year will surpass the </p><p>USdollars 4.2 billion level posted for 1999. </p><p><BR><BR> </p><p>The electronics and telecoms sectors, which are also leading the charge </p><p>in the Internet arena, helped to fuel the growth. The largest 10 </p><p>advertisers accounted for about 12 per cent of the total adspend with </p><p>Samsung Electronics, SK Telecom, LG Electronics, Korea Telecom and </p><p>Namyang Dairy occupying the top five positions. </p><p><BR><BR> </p><p>Hyundai Securities, Hansol M.com and Hyundai Apartment were the top </p><p>three spending brands in the first six months of 2000, according to the </p><p>figures provided by ACNielsen. </p><p><BR><BR> </p><p>Leisure and entertainment was the biggest spending category at 547 </p><p>billion won (about USdollars 500 million) followed by </p><p>electric/electronic appliances with 458 million won (about USdollars 418 </p><p>million). </p><p><BR><BR> </p><p>TOP 10 CATEGORIES BY MEDIUM </p><p>January - June 2000 (Korean won, '000s) </p><p>Category TV Radio </p><p>Leisure/Entertainment 71,782,259 7,766,584 </p><p>Electric/Electronic Appliances 197,003,754 13,841,942 </p><p>Food/Beverages 216,597,832 15,448,430 </p><p>Banking/Insurance/Securities 123,842,552 14,733,107 </p><p>Publishing 30,731,412 9,059,047 </p><p>Cosmetics/Detergents 119,916,079 6,030,543 </p><p>Housing/Building Materials 15,884,459 2,985,094 </p><p>Retail (Distribution) 36,071,746 3,042,076 </p><p>Pharmaceuticals 49,274,262 7,280,768 </p><p>Apparel/Fabrics 23,055,259 4,040,378 </p><p>Category Newspaper Magazine Category </p><p> Total </p><p>Leisure/Entertainment 452,853,158 15,548,544 547,950,545 </p><p>Electric/Electronic Appliances 229,138,528 18,232,254 458,216,478 </p><p>Food/Beverages 134,100,273 10,671,475 376,818,010 </p><p>Banking/Insurance/Securities 114,328,173 2,266,670 255,170,502 </p><p>Publishing 144,787,441 3,364,074 187,941,974 </p><p>Cosmetics/Detergents 21,523,213 24,232,020 171,701,855 </p><p>Housing/Building Materials 143,147,618 1,630,660 163,647,831 </p><p>Retail (Distribution) 94,596,673 3,937,785 137,648,280 </p><p>Pharmaceuticals 54,932,380 3,617,390 115,104,800 </p><p>Apparel/Fabrics 43,367,605 29,865,640 100,328,882 </p><p>Top 10 TV Programmes </p><p>January - June 2000 (Korean won, '000s) </p><p>Programme Name Channel Day of Estimated </p><p> Week Viewers </p><p> ('000) </p><p>Drama: Huhjun MBC Tue 4,681 </p><p>Movie: Shiri KBS2 Sat 3,751 </p><p>Drama: Truth MBC Thu 3,490 </p><p>Drama: King Wang-gun KBS1 Sun 2,863 </p><p>Drama: King & Princess KBS1 Sun 2,811 </p><p>Special Hour: SBS Sun 2,528 </p><p>The Miracle of life </p><p>Drama: Bad Boys MBC Thu 2,452 </p><p>Drama: They don't read MBC Sun 2,412 </p><p>my heart </p><p>Drama: Happy Days MBC Fri 2,379 </p><p>Movie: Two Cops 3 MBC Thu 2,290 </p><p>(Domesitc Movie) </p><p>Programme Name TVR Share Sex </p><p> % % Male Female </p><p> % % </p><p>Drama: Huhjun 28.5 68 45 55 </p><p>Movie: Shiri 22.9 54 49 51 </p><p>Drama: Truth 21.3 55 37 63 </p><p>Drama: King Wang-gun 17.4 47 49 51 </p><p>Drama: King & Princess 17.1 43 44 56 </p><p>Special Hour: 15.4 44 38 62 </p><p>The Miracle of life </p><p>Drama: Bad Boys 14.9 44 42 58 </p><p>Drama: They don't read 14.7 41 41 59 </p><p>my heart </p><p>Drama: Happy Days 14.5 44 36 64 </p><p>Movie: Two Cops 3 14.0 45 51 49 </p><p>(Domestic Movie) </p><p><BR><BR> </p>