This study analyzed single-source data spanning 2013, 2019, and 2025 to empirically examine changes in the advertising exposure effects of TV and digital media, as well as shifts in media impact between 2013 and 2025. Despite the rapid growth of digital media, results confirm that TV consistently outperforms digital media in terms of Reach 1+ and Reach 3+ across all time periods and target audiences. Analysis of media impact further reveals that, as of 2025, TV surpasses digital media in both quantitative value(advertising exposure volume) and qualitative value(advertising communication effects such as preference & purchase intention). Based on the quantitative & qualitative analysis, media model simulation results for integrated exposure effects demonstrate that the optimal allocation ratio between TV and digital media varies by target audience, indicating that indiscriminate budget allocation centered on a specific medium may reduce campaign efficiency. Consequently, this research suggests that advertisers should strategically utilize cross-media advertising based on empirical data analysis rather than blindly following digital transformation trends.