Samsung Asset Management: A One-Million-View Ad and 529 Sponsored Videos in 90 Days
Key Takeaways
- · 아시아투데이·FT투데이 보도 기준 KODEX 유튜브 채널의 레버리지 상품 광고가 공개 2주 만에 조회수 100만 회 — 상품명에서 'ETF'를 뺀 표기로 심의 논란도 함께 보도
- · Dhesy 데이터 기준 삼성자산운용 협찬 영상은 최근 90일 529건, 180일 837건, 누적 949건 — 월별로는 2026년 1월 84건에서 5월 168건으로 두 배
- · 180일 협찬 837건의 86%(718건)가 한경 글로벌마켓(335건)·부티플(222건)·815 캠퍼스(161건) 세 채널에 집중 — 구독 6.5만 채널이 161건을 수주
- · 예능 채널 숏박스(구독 393만)의 KODEX ETF 반도체 협찬 영상 '결혼식 12시간 전'이 323만 뷰 — 180일 협찬 평균 조회수 149,559회의 약 21배
- · 중퇴기금 전담운용기관 우선협상대상자 선정(6월 10일)으로 다음 분기 협찬 소재는 ETF에서 연금·TDF로 확장 전망
Samsung Asset Management, Korea's largest ETF manager behind the KODEX brand, saw a leveraged-product ad on its own KODEX YouTube channel pass one million views within two weeks of its May 19 release, according to Asia Today and FToday — along with a compliance controversy, because the ads dropped 'ETF' from the product name. The Korea Economic Daily reports KODEX assets have passed 200 trillion won across 236 products, holding roughly 40% of the market against Mirae Asset's TIGER (160 trillion won) in a 500-trillion-won ETF market where the two firms combine for about 70%.
The bigger story sits off its own channel. Within Dhesy's collected scope, Samsung Asset Management placed 529 sponsored videos on creator channels in the last 90 days, 837 over 180 days, and 949 cumulatively. Monthly placements doubled from 84 in January 2026 to 168 in May. Of the 180-day total, 86% (718 videos) concentrated on three finance channels — Hankyung Global Market (335), Boutiful (222), and 815 Campus (161). The 65,500-subscriber 815 Campus took more than six times the volume of the 2.98-million-subscriber 3PROTV (26 videos), a sign that topic fit outweighs subscriber count. One outlier: a KODEX semiconductor ETF sponsorship inside sketch-comedy channel Shortbox's 'Twelve Hours Before the Wedding' drew 3.2 million views — about 21 times the 149,559-view sponsorship average, and 96% of sponsored videos were long-form rather than Shorts.
With Samsung selected on June 10 as preferred bidder to run Korea's SME retirement pension fund, next quarter's sponsorship themes look set to widen from ETFs toward pension and TDF products — a cue for finance creators to prepare retirement and tax-saving content. The open risk is tighter financial-ad screening, which the 'ETF' naming controversy may foreshadow.