My ranking
1. SM: they are the pioneers of it, they go overboard with it. Sometimes their group accounts look like chart accounts
2. YG: they are also great at it but aren't obsessed with the word "first"
3. HYBE: Hybe is greedy so they prefer money over mediaplay but they definitely push 4th gen it boy thing
4. JYP: I haven't seen them doing it much in the pas but this year they started with skz, but it's till tame