Broadcast Splitting 'Pseudo-Midroll Ads' Increased 43 Times in 5 Years

Similar Mid-Roll Ads Increase from 2 to 86 in 5 Years
Terrestrial Broadcasters' 4 PCM Revenue Hits 68 Billion Won in First Half

[Asia Economy Reporter Han Jinju] The number of 'Premium Commercials (PCM),' a form of quasi-mid-roll ads inserted by splitting programs into 2-3 parts on terrestrial broadcasting, has surged 43 times in the past five years.

According to data submitted by the Korea Communications Commission to Assemblyman Jo Myung-hee (People Power Party) of the National Assembly's Science, Technology, Information and Broadcasting and Communications Committee on the 21st, the number of terrestrial PCM programs increased from 2 in 2016 to 86 in 2020.

Although current broadcasting law prohibits mid-roll ads on terrestrial channels, terrestrial broadcasters split a single program into 2-3 parts and insert quasi-mid-roll ads. This is because the PCM ad rate is 1.5 to 2 times higher than regular ads. The number of PCM programs scheduled in the first half of this year is ▲SBS 31 ▲MBC 25 ▲KBS 19 ▲EBS 11.

PCM advertising revenue in the first half of this year reached 68 billion KRW. Last year, the four terrestrial broadcasters earned 106.1 billion KRW in advertising revenue from PCM. Over the past five years, PCM advertising revenue totaled 291.9 billion KRW. During the same period, PCM advertising revenue by broadcaster was ▲SBS 111 billion KRW ▲MBC 103.6 billion KRW ▲KBS 76.5 billion KRW ▲EBS 800 million KRW, respectively.

Assemblyman Jo Myung-hee pointed out, "Terrestrial broadcasters are competing to split their flagship entertainment and drama programs to earn revenue from the high ad rates. SBS splits programs into three parts, not just two, and MBC and SBS have even introduced PCM into their main news, infringing on viewers' rights. The Korea Communications Commission should take active measures to improve the current system that encourages such loopholes along with intensive monitoring."

He added, "Increasing PCM programs even on KBS and EBS, which are operated with public license fees, is an act of securing dual revenue sources and abandoning the public interest of public broadcasters. KBS should not try to cover deficits with easy methods but should strive to normalize management through reforming inefficient management and rebuilding content, fulfilling its public responsibilities."

This content was produced with the assistance of AI translation services.