“The Korea Broadcast Advertising Corporation (KOBACO) predicts a slight increase in advertising spending next month in light of the upcoming Lunar New Year holiday.
KOBACO announced the Korea Advertising Index (KAI) for January 2025, forecasting an advertising market index of 100.4.
KAI, a government-approved statistic by the National Statistical Office, compiles data each month by surveying over 560 domestic advertisers about their expected advertising expenditure changes for the following month. If more businesses in a particular industry plan to increase their ad spending, the index surpasses 100; if the opposite is true, it falls below 100.
The forecast index for next month stands at 100.4, suggesting a slight increase in ad spending compared to this month.
By media, advertising expenses are expected to show a slight increase across all formats in comparison to December, except for radio, which is anticipated to register at 99.1.
Compared to January this year, the January outlook index for next year is at 98.1, predicting a slight decrease in advertising expenses year-over-year.
By industry, the education and welfare (117.6; university freshman recruitment advertisements) and finance, insurance, and securities (111.1; New Year advertising) sectors are projected to see an increase in advertising spending.
In particular, new promotional activities related to the upcoming Lunar New Year are expected to increase ad spending in the beverages and confectionery (110.0), pharmaceuticals and medical (108.3), and food (103.6) sectors.”