BROADCAST SPONSORSHIP
Korean broadcast sponsorship cost, and how it differs from PPL
Sponsorship is a separate product under Article 74 of the Broadcasting Act: a sponsor covers production cost or supplies goods, and receives a caption crediting the fact. That is a different exposure, a different legal basis and a different pricing mechanism from product placement (PPL), where the product actually appears in the shot. Below: the types of sponsorship and the costs that are actually confirmed, and how it compares with PPL and virtual advertising.
Last checked
In one paragraph
Sponsorship covers production cost or supplies goods in exchange for a credit caption — it does not, unlike PPL, promise the brand will appear in a scene. The one confirmed figure: a 16-episode drama's end-credit sponsorship caption has been reported at KRW 50M (across the original 16 airings plus reruns), with large productions reported in the KRW 200–300M range.
Types of sponsorship, and the costs that are confirmed
Several different products are grouped under one word, "sponsorship". Article 74 of the Broadcasting Act and the Sponsorship Announcement Rules define a sponsor as anyone who supplies funds, goods, services, personnel or venue for production — and what they receive in return is a sponsorship caption, not an in-scene appearance.
| Sponsorship type | What is supplied | What appears on screen | Confirmed cost |
|---|---|---|---|
| Production support | Production cost | A sponsorship caption (no in-scene exposure) | No published rate card — scales with the size of production being supported |
| Goods sponsorship | Goods or equipment in kind | A sponsorship caption (in-scene exposure not guaranteed) | No published rate card — priced individually against the value of goods and scale of support |
| Sponsorship-announcement caption | Covers cost specifically for the caption exposure | Sponsor name in a single end-of-programme caption | A 16-episode drama's end caption reported at KRW 50M (16 original airings + reruns); large productions reported at KRW 200–300M |
All three are called "sponsorship" but are different products. "Appearance-type" sponsorship on culture/current-affairs programmes (an expert appearance, a location arrangement) varies too much by broadcaster and programme to have a published cost range.
Source식품외식경제 (2019-04-05)
A Magazine Hankyung industry interview also puts a large production's sponsorship caption in the KRW 200-300M range. Both reports describe specific productions, and the range is wide depending on the programme's profile and the scale of sponsorship.
Sponsorship vs PPL vs virtual advertising
The three differ in how they appear on screen and in which law governs them. Picking sponsorship because it is cheaper, then discovering the product never appears in a scene, is a real complaint — a sponsorship caption never promised in-scene exposure.
| Product | How it appears | Legal basis | In-scene exposure guaranteed |
|---|---|---|---|
| Sponsorship caption | Sponsor name in an end-of-programme caption | Broadcasting Act Art. 74 · Enforcement decree Art. 60 · Sponsorship Announcement Rules | No |
| Product placement (PPL) | A real product physically present as a prop or background | Broadcasting Act Art. 73(2)(7) · Enforcement decree Art. 59-3 | Yes (contracted exposure tier) |
| Virtual advertising | Composited by CG in real time | Enforcement decree Art. 59-2 | Yes (per slot) |
PPL rates are on PPL cost; virtual-ad rates are on Virtual advertising on Korean TV.
SourceBroadcasting Act Article 73, National Law Information Center
Where sponsorship is not allowed
Drama, variety and culture programming can carry sponsorship. Terms vary by programme, so tell us which one you are considering and we will check.
Production support and appearance-type sponsorship cost
Production support and appearance-type sponsorship on culture and current-affairs programmes vary too much by programme to have a published cost range, so no figure is stated here. Tell us the programme and the kind of sponsorship you are considering and we will confirm.
What determines the cost
- Programme tier and ratings — a higher-profile programme carries a higher caption rate
- Level of exposure — a single caption versus support scaled to a production budget
- Number of airings — the original run plus reruns is what the total is actually calculated against
How it runs
Broadcast sponsorship process, from enquiry to airProposal, negotiation with SBS headquarters, contract, and broadcastFAQ
- How much does broadcast sponsorship cost?
- A 16-episode drama's end-credit caption has been reported at KRW 50M (16 airings plus reruns), with large productions reported at KRW 200–300M. Production support and appearance-type sponsorship have no published cost range — terms vary by programme.
- How is sponsorship different from PPL?
- A sponsorship caption only credits the sponsor's name at the end of the programme and does not guarantee in-scene exposure. PPL puts the actual product in the shot. They also sit under different articles — 74 and 73(2)(7).
- Does sponsorship put my product on screen?
- Not guaranteed. If in-scene exposure is the goal, look at product placement (PPL) or virtual advertising instead.
- Can I sponsor any programme?
- News, current-affairs, commentary and debate programmes are barred from sponsorship captions under Article 7(1)(3) of the Sponsorship Announcement Rules. Drama, variety and culture programming can carry sponsorship — ask about a specific title.
- What's the difference between production support and goods sponsorship?
- Production support covers production cost; goods sponsorship supplies goods or equipment in kind. Both receive a sponsorship caption in return.
- How does the sponsorship process run?
- Enquiry, proposal, negotiation with SBS headquarters, contract, then broadcast. The full flow is on Broadcast sponsorship process.
Sources
Tell us the programme and the kind of sponsorship you are considering, and we will confirm what is possible and the likely budget.
Ask about sponsorship