The Advertisement Survey Index (ASI) Reached 123 in May

The advertisement business is likely to keep a favorable trend for 5 months in a row.

The advertisement survey index (ASI), which the Korea Advertisers Association (KAA) announced on the 2nd after surveying 300 advertisers from 4 major media, marked 122.7 in May keeping upward trend for 5 months in a row from January.

Especially, the index is staying above 120 after February, which means advertisers expect the boom of advertisement business.

ASI over 100 means more advertisers expect advertisement business to be better in the coming month, and the index below 100 vice versa.

By media, advertisement business is likely to be better in all kinds of media including newspaper (127.5), TV (119.6), Radio (113.1), magazine (136.3), On-line (116.7), and Cable and Satellite TV (116.6).

By the category of the business, the advertisement of construction, construction materials, real estate (155.1), fashion, cosmetics (147.5), beverage and foodstuff (132.7), household electric appliance (127.6), computer, information and communication (124.8) will be better, while distribution (61.6), pharmacy and medical service (82.4) worse.

KAA explained that ASI is going upward as the amount of advertisement order is soaring ahead of World Cup Games, and May is high-demand season.

Chi-Young Shin higgledy@donga.com