Not Go Youn-jung or Cha Eun-woo: Meet the Actor Who Dominated 2024 TV Ads!

When it comes to Advertising star power, Son Suk-ku was untouchable in 2024.

According to a report by data platform IGAWorks, which analyzed TV ad exposure from 9.5 million set-top box units and 43 million mobile data points, the actor topped the charts with an astonishing 6.96 billion ad exposures.

Leading his success were ads for Aronamin Gold (3.34 billion) and Kelly Beer (2.8 billion), both of which secured his place as the most visible face on Korean television. Known for his compelling performances in films and dramas, Son’s credibility with audiences seamlessly translated into advertising power.

Taking second place was rising star Go Youn-jung with 6.64 billion exposures. Her campaigns for Puradak Chicken (3.23 billion) and NH Nonghyup Bank’s All One Bank (1.23 billion) highlighted her growing influence as a brand magnet. Fresh-faced and effortlessly charming, Go’s image helped brands amplify their impact.

Following closely were Namgoong Min (6.49 billion), Ma Dong-seok(Don Lee) (6.44 billion), and Cha Eun-woo (5.58 billion), each making their mark. Namgoong’s steady reputation, Ma’s action-hero persona, and Cha’s idol status—backed by endorsements for brands like LG U+ and North Face—earned them top-tier exposure.

Ad Trends by Industry

The health/medical sector led with 24% of TV ad exposure, followed by food and beverages (19%) and home/lifestyle (15%). Notable mentions include broadcaster Kim Sung-joo promoting Pansidil and actress Kim Ji-ho endorsing Igatan in the health category. In food and beverages, Son Suk-ku and Go Youn-jung held sway with Kelly Beer and Puradak Chicken campaigns.

Meanwhile, BTS shone in home/lifestyle ads through their partnership with Coway, while actor Park Bo-gum delivered notable exposure for Ace Beds.

Stars Behind the Numbers

Among actors, Son, Go, and Namgoong took the top spots. For singers, NewJeans and BTS dominated, reflecting their ongoing impact across multiple sectors. The variety show world was led by heavyweights Kim Sung-joo and Yoo Jae-suk, whose influence proved resilient.

2024’s ad landscape demonstrated the growing importance of star power across industries. As brands seek faces with both charisma and trust, the demand for top-tier models is poised to evolve further in 2025.