SBS RADIO
RADIO STILLSELLS.
A budget that would not buy a single television position runs a campaign on radio. Yet most published guidance on Korean radio advertising is out of date or has the channels confused. What follows is the current SBS Power FM and Love FM schedule, how the products differ, and why radio sponsorship is legally freer than television, with the articles and the numbers.
Kiểm tra lần cuối
The short answer
SBS radio advertising runs on two channels, Power FM 107.7 and Love FM 103.5. There are four products, programme spots, break spots, time signals and sponsorship, and the standard radio creative length is 20 seconds rather than television’s 15. Of the KRW 193.9 billion Korean radio advertising market in 2024, sponsorship accounted for KRW 88.4 billion against KRW 72.2 billion in programme spots.
The two channels are different media
SBS runs two radio channels and, beyond the parent company, they have little in common. Power FM is music and entertainment with a younger audience. Love FM is news, current affairs and lifestyle with an older one. Deciding which the brand belongs on comes before deciding the budget.
- SBS Power FM, 107.7MHz
- Music and entertainment talk. The schedule is identical all seven days, so there is no need to split products by weekday and weekend. It has led the 20 to 49 listening share for many years.
- SBS Love FM, 103.5MHz
- News, current affairs, personal finance and adult contemporary. Weekday and weekend schedules differ. Sponsor credits are prohibited by law on current affairs and news programming, which constrains what can be bought. That is set out below.
SBS Power FM 107.7 schedule
From the official SBS schedule as at 4 August 2026. Power FM runs the same grid Monday to Sunday.
| Time | Programme | Host |
|---|---|---|
| 05:00 – 07:00 | 이인권의 펀펀투데이 | 이인권 |
| 07:00 – 09:00 | 김영철의 파워FM | 김영철 |
| 09:00 – 11:00 | 아름다운 이 아침, 봉태규입니다 | 봉태규 |
| 11:00 – 12:00 | 박하선의 씨네타운 | 박하선 |
| 12:00 – 14:00 | 12시엔 주현영 | 주현영 |
| 14:00 – 16:00 | 두시탈출 컬투쇼 | 김태균 |
| 16:00 – 18:00 | 황제성의 황제파워 | 황제성 |
| 18:00 – 20:00 | 박소현의 러브게임 | 박소현 |
| 20:00 – 22:00 | 웬디의 영스트리트 | 웬디 |
| 22:00 – 23:00 | 배성재의 텐 | 배성재 |
| 23:00 – 01:00 | 딘딘의 뮤직하이 | 딘딘 |
| 01:00 – 03:00 | 애프터클럽 | Rotating DJ |
| 03:00 – 05:00 | 파워 스테이션 | Unhosted |
Schedules and hosts change at each reshuffle. This reflects 4 August 2026 and should be re-checked against the current month before booking. Guest hosts stand in frequently, so a one-day substitute should not be read as the regular host.
SBS Love FM 103.5 schedule
Love FM differs between weekdays and weekends. The weekday grid follows.
| Time | Programme | Host | Sponsorship |
|---|---|---|---|
| 06:05 – 07:00 | 고현준의 뉴스 브리핑 | 고현준 | Closed (news) |
| 07:05 – 09:00 | 김태현의 정치쇼 | 김태현 | Closed (current affairs) |
| 09:05 – 11:00 | 이숙영의 러브FM | 이숙영 | Open |
| 11:00 – 12:00 | 박연미의 목돈연구소 | 박연미 | Open |
| 12:05 – 14:00 | 유민상의 배고픈 라디오 | 유민상 | Open |
| 14:20 – 16:00 | 그대의 오후, 정엽입니다 | 정엽 | Open |
| 16:00 – 17:00 | 인생은 오디션 | 문희옥, 신승태 | Open |
| 17:00 – 18:00 | 편상욱의 뉴스직격 | 편상욱 | Closed (news) |
| 18:05 – 20:00 | 6시 저녁바람 김창완입니다 | 김창완 | Open |
| 20:05 – 22:00 | 김윤상의 뮤직투나잇 | 김윤상 | Open |
| 22:05 – 24:00 | 음악이 흐르는 밤, 박은경입니다 | 박은경 | Open |
Weekends differ. The 09:05 slot becomes 최영주의 러브FM, and titles including 김선재의 책하고 놀자 and DJ래피의 드라이브 뮤직 appear. 고현준의 뉴스 브리핑, 김태현의 정치쇼, 이숙영의 러브FM, 인생은 오디션 and 편상욱의 뉴스직격 are weekday only.
Spot, sponsorship and jingle are three different things
Radio has no mid-programme break, no virtual advertising and no product placement. There are four products, plus the jingle, which is a production rather than an advertising product. The standard radio creative length is 20 seconds, not the 15 used on television.
- Programme spot
- An advertisement attached to a specific programme, running before and after it, priced per programme. The audience came for that programme, so the targeting is explicit.
- Break spot
- Runs between programmes. Cheaper than a programme spot, priced by time class and broadcast region.
- Time signal
- A short advertisement attached to the hourly time announcement, usually sold in 10-second units.
- Sponsorship
- Supporting the production and being named in a sponsor credit. This is the largest single line in radio, and it is covered in its own section below.
- Jingle
- A production, not a media buy. A dedicated piece of music carried inside a spot or a sponsor credit. Radio is sound only, so a repeated melody is what survives.
Why radio sponsor credits are freer than television
This is the most practically useful thing on the page and almost nobody explains it. For identical sponsorship, radio and television differ in how many times the sponsor is named. The basis is the sponsor credit regulation: Article 8 for television, Article 9 for radio.
| Television (Art. 8) | Radio (Art. 9) | |
|---|---|---|
| Programme production sponsorship credit | Once, at the end of the programme | At the start, in the middle and at the end |
| Duration per credit | Up to 45 seconds | No separate ceiling in the regulation |
| Caption size | No more than a quarter of the screen | Not applicable, audio only |
| Campaign sponsorship | Only between programmes | At the start and end of the campaign |
| Attached to a trailer | Up to three times an hour | Up to four times an hour |
The first row is the point. Television production sponsorship is credited once, at the end; radio is credited three times. Three times the naming for the same sponsorship fee. The frequently quoted "four times an hour" for radio is the ceiling on credits attached to trailers under Article 9(4), not the allowance for ordinary sponsor credits, and many sources miss the distinction.
NguồnKorea Law Information Centre, sponsor credit regulation Articles 8 and 9
The difference shows up in the market. On radio, sponsorship is already larger than programme advertising.
- KRW 193.9bnTotal Korean terrestrial radio advertising in 2024, down 10.2 per cent year on yearKOBACO 2025 broadcast and telecoms advertising survey, Table 7-2
- KRW 88.4bnRadio sponsorship in 2024, the largest single line at 45.6 per centKOBACO 2025 broadcast and telecoms advertising survey, Table 7-2
- KRW 72.2bnRadio programme advertising in 2024, 37.2 per centKOBACO 2025 broadcast and telecoms advertising survey, Table 7-2
Sponsorship overtook programme advertising in 2022, not recently. In 2022 sponsorship was KRW 106.4bn against KRW 97.8bn; in 2023, KRW 92.2bn against KRW 88.1bn; in 2024 the gap widened to KRW 88.4bn against KRW 72.2bn. It is a four-year structural shift rather than news, and one of its causes is the article above: three sponsor credits beat one spot on exposure per won.
What radio advertising costs
SBS radio rates are not published. SBS M&C sells them directly and issues rates monthly. For a sense of scale, though, KOBACO publishes the full terrestrial radio card every month. The figures below are from the August 2026 issue.
| Channel and product | Rate (20 seconds) |
|---|---|
| KBS Happy FM, 조정식의 FM대행진 | KRW 394,000 |
| KBS Happy FM, 주현미의 러브레터 | KRW 394,000 |
| KBS Happy FM, 박명수의 라디오쇼 | KRW 139,200 |
| KBS Cool FM, 박명수의 라디오쇼 | KRW 180,000 |
| KBS Cool FM, 이현우의 음악앨범 | KRW 120,000 |
| KBS Happy FM, break spot, national grade A | KRW 379,400 |
| KBS Happy FM, time signal, grade A (10 seconds) | KRW 227,700 |
| MBC Standard FM commute package, monthly | KRW 50 million |
| MBC FM4U commute package, monthly | KRW 20 million |
The card is quoted on a 20-second basis, unlike television’s 15, so match the unit before comparing quotes. SBS is not on this card; SBS radio rates are provided on enquiry.
What these numbers establish is scale. A single 20-second spot on a leading programme sits under KRW 400,000, and a whole month of a channel’s commute hours runs into the tens of millions. Against a floor of around KRW 10 million per episode for drama placement, radio buys far more repetition for the same money.
Jingle production, where no rate is published
No government body or sales house publishes a standard rate for jingle production. Every figure in the market is published by a producer or a marketplace, so the table below names who published each one.
| Published by | Price | What it covers |
|---|---|---|
| A radio advertising specialist, own price list | KRW 1 million | Narration only. Voice talent extra, KRW 100,000 to 500,000 |
| Same source | KRW 1.5 million | Narration plus a three to five second sting |
| Same source | KRW 2 million | A full 20-second jingle. Singer fees extra, KRW 300,000 to 500,000 |
| Trade summary | KRW 500,000 to 1 million | Through freelance marketplaces |
| Trade summary | KRW 2 to 3 million | Small production houses reached through search advertising |
| Trade summary | KRW 6 to 10 million | Production companies working with large agencies |
Every figure here is self-published by a producer or a trade outlet, not surveyed by a public body. Stated production time is around fifteen to twenty days. A jingle takes longer to make than to run, so start four to six weeks before air.
NguồnMpunch published price list and Caramelts trade summary
How to build it at different budgets
Radio’s advantage is not simply a lower floor. It is that a low budget can still buy repetition, and repetition is what sticks.
- Short-burst awareness
- Concentrate programme and break spots on one title for two to four weeks. Re-cutting the audio from an existing television commercial to 20 seconds keeps production cost down.
- Brand memory
- Produce a dedicated jingle and repeat it in the same daypart. It takes four to six weeks to make, so pull the schedule forward.
- Programme association
- Take sponsorship and be named at the start, in the middle and at the end. Radio is the only place that structure exists.
- Linked to broadcast
- Run radio in the same window as a drama or variety campaign so the brand seen on screen is heard again in transit. Not more channels, more contact points for one message.
Frequently asked
- Are SBS radio rates published?
- No. SBS radio is sold by SBS M&C rather than by KOBACO, and rates are issued monthly to buyers. The radio card KOBACO publishes openly covers KBS, MBC, CBS and others, and does not include SBS.
- How long is a radio advertisement?
- Twenty seconds is the standard unit, not the fifteen used on television. Every KOBACO radio rate table is quoted on a 20-second basis, and variant lengths in five-second steps are available in some cases. Match the unit before comparing quotes.
- Is radio sponsorship really better value than television?
- On naming frequency, yes. Article 9(3) of the sponsor credit regulation lets a radio programme production sponsor be credited at the start, in the middle and at the end. The same sponsorship on television is credited once at the end, in a closing caption of up to 45 seconds, under Article 8.
- Can radio sponsor credits run four times an hour?
- With a qualification. The four-an-hour ceiling in Article 9(4) applies to credits attached to trailers, not to ordinary sponsor credits, and there is no hourly cap on ordinary radio sponsor credits at all. Many sources quote the number without the condition.
- Is 컬투쇼 the number one radio programme?
- In its category. In the Hankook Research first-round survey of 2026 it held a 9.1 per cent share, first among music and entertainment programmes. The outright number one is MBC Standard FM 뉴스하이킥, so describing it as the overall leader is inaccurate.
- Can we sponsor a news or current affairs programme?
- No. Article 7(1)(3) of the sponsor credit regulation prohibits sponsor credits on terrestrial current affairs, news, commentary and debate programming, which covers Love FM’s news titles. Programme and break spots around them remain available.
- What does a jingle cost?
- There is no published standard rate. Radio advertising specialists publish around KRW 1 million for narration, KRW 1.5 million with a sting, and KRW 2 million for a full 20-second jingle, with voice and singer fees on top. Freelance marketplaces sit in the hundreds of thousands and agency-linked production houses at KRW 6 to 10 million. All of these are self-published.
- The radio market is shrinking. Why buy into it now?
- The total is shrinking; sponsorship is not. Of KRW 193.9bn in 2024, sponsorship took KRW 88.4bn against KRW 72.2bn for programme advertising, and sponsorship has been ahead since 2022. A contracting market also means less competition and more room on rate. On exposure per won this is a favourable moment.
Sources, all checked 4 August 2026
- SBS radio schedule, Power FM
- SBS radio schedule, Love FM
- SBS M&C radio media information
- KOBACO monthly radio rate publication
- KOBACO 2025 broadcast and telecoms advertising survey, Table 7-2
- Korea Law Information Centre, sponsor credit regulation
- Joynews24, Hankook Research 2026 first-round listening survey
- iMBC, 2026 radio listening survey reporting
- Mpunch, published jingle production prices
- Caramelts, jingle production market pricing
Tell us the budget and the audience age and we will start by deciding which of the two channels fits, and whether it should be spots, sponsorship or a jingle.
Ask about SBS radio