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Research 2017
2017
2 21 3 10 14 .
, 63 .
63 2016 14 7,089
, .
2016 (14 7,089 ) 2015(13 6,099 )
8.1%p .
2016 10 12 9,717 2015 (12 2,298 ) 6.0%p
. 2016 10 (5 3,383 )
, (3 9,139 ), HS(1 3,560 ), (8,777 ),
SK(4,806 ), TBWA (2,654 ), (2,313 ), (2,089
), (1,547 ), &(1,444 ) [1].
[1] 10
20112010200920082007200620052004
40,418 41,69145,987
48,62156,330 59,629
80,237
103,212
119,075118,906
116,420
122,298129,717
3.110.3 5.7
15.95.9
34.6
28.6
5.06.0
15.4
0.1 2.1
2012 2013 2014 2015 2016
( : , %)
22.
[2] 10
20112010200920082007200620052004 2012 2013 2014 2015 2016
28.7
71.3
30.5 31.0 31.6 27.125.5 21.5 19.0
16.6 16.2 15.0 16.2 12.3
69.5 69.0 68.4 72.974.5 78.5 81.0
83.4 83.8 85.0 83.8 87.7
10
[3] 10 vs
2011201020092008200720062005 2012 2013 2014 2015 2016*
7574
7261
54 5146
40 41 42 42 40
25 26 2839
46 4954
60 59 58 58 60
10 2008 2015
, 2016 3.9%p 87.7% [2].
10 2016 7 6,542 2015 7 851 8.0%p
. 2012 2016 60%
[3].
( : %)
( : %)
* 10
TBWA KOREA
23.
20170304 vol.305
Research 2017
2016 10 1 33.7 2014
[4].
2017
, SM , 1~2 15
.
10 2017 , //
, SP/PR/// [5].
[4] 10 1
20112010200920082007200620052004 2012 2013 2014 2015* 2016
17.8 18.3 18.7
20.8 21.3
26.6
30.0 31.7 31.2 31.1
32.0 33.7
15.6
[5] 10
20112010 2012 2013 2014 2015* 20172016
// SP/PR///
2,7993,022
3,443
3,761 3,815 3,743 3,763 3,804
22.5
26.0
10.4
17.2
20.4
3.5
24.3
26.5
9.0
17.0
20.0
3.4
22.9
26.7
8.9
17.6
20.5
3.4
21.9
27.6
7.6
18.2
21.6
3.1
20.8
29.7
7.5
18.1
20.8
3.0
20.4
28.1
8.2
17.7
22.7
3.0
20.8
22.7
10.0
18.8
23.9
3.7
23.7
20.7
8.8
18.1
25.7
3.8
( : )
( : %)
* 2015 10
* 2015 10
24.
10 (TV, )
2015 7.1%p 23.8% . (/) 5.6%
.
, 3 2015 1.5%p 42.9%
, (, , , DMB, IPTV, , ) 9.3%p
27.8% [6].
.
,
. 4
[7].
[6] 10
++
23.8
30.937.740.442.139.643.242.738.538.740.9
43.9
5.6
6.3
6.97.07.38.7
9.711.715.616.718.1
17.9
27.818.5
16.314.99.115.7
13.010.810.210.99.37.5
42.944.439.137.741.5
36.034.134.835.733.731.730.7
2011201020092008200720062005 2012 2013 2014 2015 2016
[7]
5.95 5.935.58
5.28 5.144.81 4.89
4.50
4.04 3.96
5.29 5.315.10 5.28
4.394.71
5.06 4.994.83
4.53
IMC
//
/
PT
( : %)
( : , 7 )
25.
20170304 vol.305
Research 2017
2015
2016
(%)
PR
, ,
4
Gross Income
TV DMB IPTV
DA
SA
DA
SA
CMI - 300 - 300 - - - - 20 10 10 - - - - - - - - - - - - - - - 230 - 40 10 - 300 300 100 HS WORLDWIDE - 4 - 4 - - - - - - - - - - - - - - - - 4 - - 4 - - - - - - - 3 3 - HS 1,229,338 1,356,051 10% 864,747 491,304 166,063 156,848 9,215 72,578 49,014 23,564 123,146 211,572 - 93,643 524,621 10,984 781 152,664 - - - -TBWA KOREA 314,179 265,447 -16% - - 85,900 79,349 6,551 9,724 6,140 3,584 87,768 - - - - - - - - 25,956 - - - - 22,377 2,743 - 3,615 27,364 - - - -SM 96,021 39,731 -59% 39,601 130 5,207 4,112 1,095 2,186 1,415 771 3,642 513 20 - - - - - - 27 27 - - 14 78 25,907 - - 2,137 - - - - - 2,180 - 2,180 - - - - 20 - 20 - - - - 30 10 8 - 2 100 100 - - - 2,000 10 - - 10 - 220 180 150 - 231,347 - 231,289 58 60,319 54,335 5,984 28,689 8,506 20,183 37,210 12,170 - - - 19,776 - - - 43,100 - - - - 16,413 372 - - 519 12,779 - 14,003 1,713 - 54,032 - 51,915 2,117 7,381 6,722 659 1,465 366 1,099 4,338 1,292 - - 380 366 - - - 331 - - - - 1,790 571 1,518 8,007 26,593 - 37,818 14,518 1,239 - 2,900 - 2,900 - - - - 1,900 1,900 - 540 240 - - - - - - - 120 - - 120 - - - - - 100 - 2,800 280 - - 3,235 - 3,235 - 2,534 1,625 909 - - - 67 54 - - 38 - - - - - - - - - - - - - 542 - 873 466 249 - 3,000 - 3,000 - 200 - 200 300 300 - 1,500 300 - - - - - - - 50 - - - - 650 - - - - - - - - 69,746 74,529 7% 59,079 15,450 20,325 18,776 1,549 3,568 3,433 135 13,328 - - - - - - - - 2,294 - - 2,294 - 4,761 4,880 - - 9,923 15,450 21,389 7,049 - - 100 - 100 - - - - 10 - 10 - - - - - 90 - - 90 - - - - - - - - - - - - 20+40+40 5 823,908 877,776 7% 855,074 22,702 160,888 146,106 14,782 57,354 50,887 6,467 87,241 - - - 6,438 6,609 - - - 72,479 - - - - 102,141 287,318 10,846 1,092 85,369 - - - - 103,762 102,119 -2% 94,932 7,187 28,150 23,328 4,822 8,918 4,667 4,251 27,480 9,058 - 3 1,279 826 - - 826 836 - - 836 - 7,337 - - - - 18,232 16,395 4,007 - 84,352 93,941 11% 93,941 - 15,466 14,492 974 6,302 3,435 2,867 36,375 8,468 - - - 3,410 3,410 - - 1,461 1,461 - - - 5,587 4,821 - 6,052 5,999 - - - - 193,465 208,932 8% 206,268 2,664 41,383 39,677 1,706 25,014 2,829 22,185 34,193 12,166 - - 1,937 6,539 6,016 523 - 35,072 31,214 3,858 - - 11,012 29,955 - - 11,661 - 43,791 25,856 -& 137,537 144,493 5% 144,493 - 29,881 28,294 1,587 5,984 1,846 4,138 45,839 4,269 - - 213 913 - - - 10,653 - - - - 15,536 8,277 - 2,485 10,533 9,910 - - - 100,400 69,156 -31% 69,156 - 18,824 18,824 - 994 263 731 23,604 - - 5 - - - - - 5,406 - - - - 5,906 1,554 - - 12,864 - - - - 5,062 8,330 65% 8,330 - 5,600 3,400 2,200 - - - 1,000 100 - 10 30 - - - - 90 - - - 1,500 - - - - - - - - - - 24,242 - 24,242 - 3,355 2,634 721 1,253 921 332 7,160 1,160 - - 480 971 876 - 95 2,082 1,764 - 318 - 1,469 116 - 65 2,514 3,617 - - - - 18,099 - 18,099 - 1,193 1,153 40 6,311 2,965 3,346 - 2,972 - - - - - - - 1,625 1,625 - - 312 450 2,602 - - - 2,634 7,120 - - - - - - - 1,264 - - - - - 197 - - - - - - - - - - - - - - - - - - - - 162 32 1,348 1,800 34% 1,800 - - - - - - - - - - - - 800 - - - 1,000 - - - - - - - - - - 1,260 900 - 115,540 114,276 -1% 114,276 - 17,701 16,172 1,529 14,614 7,549 7,065 15,555 2,475 - - - - - - - 19,648 - - - - 9,051 2,499 - 900 19,472 12,361 37,762 17,795 - 200 155 -23% 155 - - - - 110 110 - - - - - - - - - - - - - - - - - - - - 45 155 155 20 - 1,428 - 1,428 - - - - - - - - - - - - - - - - - - - - - 342 507 - - - 579 1,428 - 429 82,774 87,771 6% 74,975 12,796 12,395 9,891 2,504 18,783 16,821 1,962 14,662 4,401 75 - 1,451 124 - - 124 9,144 - - 9,144 - 3,936 1,863 - - 8,141 - 18,530 7,895 2,100 15,446 17,660 14% 17,660 - 5,178 4,095 1,083 2,158 1,704 454 4,126 440 - - 160 - - - - 1,230 - - - - 864 665 149 50 2,640 - - - - 24,442 19,675 -20% 19,675 - 11,228 10,190 1,038 681 356 325 4,537 180 - - - - - - - - - - - - 397 - - - 2,652 - - - - - 54,000 - 54,000 - 2,960 2,860 100 29,910 27,650 2,260 10,650 - - - - - - - - 920 - - - 2,840 2,704 - - 4,016 - 8,890 4,459 1,128 6,000 6,800 13% 6,800 - 2,400 1,680 720 234 222 12 344 185 - - - - - - - 533 267 267 - 181 1,223 213 68 1,249 170 - - - - 3,000 4,000 33% 4,000 - 1,200 800 400 400 - 400 60 10 - - - 30 30 - - 500 200 200 100 - 500 300 50 50 900 - 2,400 700 - - 50 - 50 - 40 20 20 - - - 10 - - - - - - - - - - - - - - - - - - - 10 - - - 1,303 - 1,303 - 905 296 609 - - - 45 - - - - - - - - - - - - - - - - - 45 308 - 151 - 28,365 34,265 21% 34,265 - 1,931 398 1,533 9,787 9,662 125 945 482 - - 461 58 - - - 3,697 - - - - 4,536 4,489 1,025 358 6,496 - - - - - 5,000 - 5,000 - - - - - - - - - - - - 2,000 - - - 2,000 - - - 1,000 - - - - - - 3,000 550 550 414,763 480,632 16% 480,632 - 76,596 - - 143,880 - - 47,047 - - - - - - - - 85,042 - - - - 29,755 44,237 - - 31,426 22,649 139,198 - - 105,979 120,062 13% 120,062 - 34,192 34,192 - 29,002 26,666 2,336 29,791 11,175 - 7,168 411 383 54 7,886 - - - - - 320 - 320 - - - - - - - 200 - 50 - - - - - - - - - - - - 50 - - 20 - 100 50 - 119,331 126,478 6% 123,642 2,836 11,672 10,785 887 1,093 918 175 42,988 - - - 1,114 - - - - 1,568 - - - - 68,043 - - - - - 50,447 7,675 1,800 175,035 154,758 -12% 154,758 - 30,174 26,256 3,918 17,623 13,342 4,281 40,000 - - - - - - - - 16,493 - - - - 9,637 21,383 5,331 471 12,477 1,169 55,636 - - 750 850 13% 850 - 850 480 370 - - - - - - - - - - - - - - - - - - - - - - - 85 - - 109,946 91,466 -17% 91,466 - 27,823 25,194 2,629 12,353 8,628 3,725 11,323 2,481 - - 436 3,881 3,218 324 339 7,548 6,956 592 - - 5,143 4,566 - - 10,113 5,799 24,916 9,701 - 24,980 26,517 6% 26,517 - 6,780 6,780 - 2,839 1,284 1,555 6,635 3,605 - - - - - - - 3,157 - 3,157 - - 827 - - - 2,675 - 5,741 3,273 182 - 5,000 - 5,000 - 4,000 3,500 500 1,000 1,000 - - - - - - - - - - - - - - - - - - - - - 700 400 50 3,679,248 3,913,931 6% 817,203 3,096,728 1,844,511 1,825,521 18,990 75,304 53,753 21,551 114,285 26,044 - 206 8,132 450 - - - 748,580 - - - - 112,899 494,123 - 2,877 389,261 97,261 - - - - 62,000 - 62,000 - - - - - - - 45,000 17,000 - - - - - - - - - - - - - - - - - - 32,000 - - 5,066,042 5,338,348 5% 1,297,552 4,040,796 430,757 405,386 25,371 301,715 270,064 31,651 141,460 61,758 - - - - - - - 1,483,358 - - - - 351,981 1,740,961 14,371 67,646 704,122 40,219 - - - 10 100 900% 100 - 20 - 20 80 80 - - - - - - - - - - - - - - - - - - - - - 20 - - 24,785 29,454 19% 29,454 - 9,051 5,231 3,820 10,216 10,092 124 4,020 646 - - - - -