한국 광고대행 시장의 집중도와 점유율 변화에 관한 연구 (A Study on the Change of the Concentration Rate and Share of Advertising Market in Korea)

서지정보

· 발행기관 : 경성대학교 사회과학연구소
· 수록지 정보 : 사회과학연구 / 27권 / 4호 / 343 ~ 370페이지
· 저자명 : 함성원, 서상호

초록

본 논문은 광고대행사들의 감사보고서를 분석하여 광고시장 개방 이후 광고시장의 점유율 변동을 조사했다. 분석에 사용된 자료는 광고시장이 개방된 1990년부터 2009년까지 20여 년 동안의 한국방송광고공사(kobaco)의 광고순위 50위에 등장한 광고대행사들 중 감사보고서가 남아 있는 84개 광고대행사의 매출액 자료이다. 1990년부터 2009년까지 광고대행사 시장은 매출액 기준으로 평균 12.97% 성장률을 기록했다. 인하우스 광고대행사가 집중된 상위 1-3위의 점유율은 평균 54%, 상위 1-5위의 점유율은 평균 68%로 광고시장 개방 이후 매년 지속적으로 증가하다가 IMF 이후에는 다소 떨어졌다. 상위 1-10위의 점유율은 평균 84%를 기록했다. 또한 상위 1-15위 이상의 점유율은 92%기록했다. 이러한 결과를 놓고 볼 때 광고대행사들의 집중도는 상위 1-15위가 전체 광고대행사들의 매출액의 90%이상을 차지하는 과점형태를 보이고 있다. 또한 광고시장개방이후 인하우스 광고대행사들과 다국적 광고대행사들로 구성된 상위 1-5위의 집중도는 오히려 심화되어 광고시장개방이후 광고대행사들이 양극화되었다.

영어초록

This research analyzed growth rates and the concentration ratio of Korean advertising agencies using DARTS (Data Analysis, Retrieval and Transfer System) of Financial Supervisory Service (dart.fss.or.kr) and revenue data in financial statements available from Korea Investors Service (www.kisrating.com). From KOBACO's (Korea Broadcast Advertising Corporation) top 50 lists from 1990 to 2009, 63 ad agencies were selected, including new entries each year and excluding those without audit reports. These advertising agencies appeared in the form of in-house agencies and multi-national ad agencies. The average growth rate of advertising agencies was 27.72% from 1990, the year the advertising market was opened to foreign investment until 1996, the year before the economic crisis in Korea. The growth rate showed a sign of recovery with 29.5% in 1999, and 30.2% in 2000. However, the growth rate of ad agencies was unstable with 0.2% in 2001, 5.3% in 2002 and -2.5% in 2003. From 2004 to 2009, only one digit growth rates were recorded. Since the opening of the advertising market to foreign investment, the average growth rate was 12.97%. This result showed a slowing down in the growth of the Korean advertising market and intensified competition for clients by ad agencies. The average market share of top three was 54%, and that of top five was 68%, showing continuous growth with slight decrease after the IMF economic crisis. The average market share of top ten was 84% and that of top 15 was 92%. The concentration ratio calculated based on the audit reports showed the top 15 taking more than 90% of total audit reports revealing the state of oligopoly. Since 1990, the top five had been taken by in-house ad agencies and multinational ad agencies which indicated the intensification of concentration ratio as well as polarization of the advertising market.

참고자료

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