COVER STORY  |  REVITALIZING BROADCAST ADVERTISING

The Super Bowl Showed What’s Still Possible. A Shrinking Ad Market Needs New Answers.

Trust, effectiveness, and ROI of broadcast advertisingas demonstrated by Big Pharma at Super Bowl LX —and a regulatory innovation proposal for Korea’s shrinking broadcast ad market

The broadcast ad market is shrinking — that much is undeniable. But Super Bowl LX showed the potential that broadcast advertising still holds. With 124.9 million viewers, Novo Nordisk invested $24 million to bring the GLP-1 obesity drug market to broadcast, and Zepbound recorded 519% effectiveness versus the average pharma ad. Legacy media advertising carries a ‘trust’ that digital cannot replace: TV ad trust stands at 46%, social media at just 19%.

슈퍼볼이 보여준 가능성, 축소되는 방송 광고, 활성화를 위한 새로운 답이 필요하다
“신뢰·브랜드 효과·ROI에서 TV가 디지털을 크게 앞서는 가운데(GLP‑1·슈퍼볼 사례), 미국은 ‘허용 속 스마트 규제’로 DTC를 키우는 반면 한국은 삼중 규제로 TV를 묶어 성장 기회를 놓치고 있어, 질병인식→CTV·FAST 한정→통합 DTC로 이어지는 3단계 완화 필요
K-EnterTech HubJung Han
Korean Version

The problem is Korea. The Pharmaceutical Affairs Act imposes a blanket ban on prescription drug broadcast advertising, keeping the door to this revenue opportunity completely shut. With Korea’s broadcast ad market collapsing below ₩3 trillion, it’s time for serious thinking about revitalization.