Despite modest television ratings, tvN’s Mon-Tue drama “Lovely Runner” has captured significant attention and popularity among viewers. The drama, which premiered on April 8th, recently recorded 5.973% in episode 10, reflecting a consistent performance amidst a challenge dominated by high-rated predecessors like “Queen of Tears.”

The contrast between conventional ratings and online popularity is starkly evident with “Lovely Runner” emerging as the top-ranking drama in the TV-OTT Drama Popularity Rankings by Good Data Corporation. The drama’s stars, Byun Woo-seok and Kim Hye-Yoon have also secured top spots in the drama cast popularity chart, surpassing even established names like Kim Soo-Hyun.

Explaining the divergence between viewership and popularity, Park Sang-hyuk, Head of Channel Business at CJ ENM, highlighted the importance of targeting specific audience segments, particularly the 2049 age group, which often yields more promising results than whole ratings. He emphasized the effectiveness of content that sparks conversation and resonates deeply with its intended audience.

Kim Ho-joon, the CP (Content Producer) of “Lovely Runner,” underscored the significance of creating memorable content that leaves a lasting impact on viewers, emphasizing quality and resonance over sheer ratings as the ultimate measure of success.

The media event also shed light on tvN’s broader achievements in content marketing, showcasing effective strategies that leverage digital platforms to engage audiences and amplify interest in tvN’s lineup. By prioritizing targeted engagement and aligning content with trending topics, tvN continues to carve a niche for itself in the evolving media.

Through “Lovely Runner,” tvN exemplifies a strategic shift toward content that resonates deeply with niche audiences, proving that success in today’s media reach goes beyond traditional viewership metrics, emphasizing engagement, and meaningful content experiences.