IGAWorks analyzed about 9.5 million users of telecom KT's internet protocol television (IPTV) service and satellite subscribers to calculate data, also using its own mobile algorithm it developed.
It found that Son was the most sought-after model with 6.96 billion ad exposures, followed by actress Go Youn-jung (6.64 billion) and actor Namgoong Min (6.49 billion).
Son, who gained fame for his role in the 2022 hit crime film "The Roundup," has been appearing in ads for various goods and brands including beer, health supplements, cars, and other retail products.
Other stars who appealed the most to advertisers and endorsed ad deals were actors Ma Dong-seok and Cha Eun-woo, as well as actresses Lee Na-young and Lee Bo-young. Also included is former figure skater Kim Yu-na, who still maintains star power in advertising.
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