TV stations will continue to hold the lion’s share of the advertising market in Vietnam this year as TV is still the most popular medium and most effective advertising vehicle.
Tran Thi Thanh Mai, general director of Kantar Media Vietnam, said TV ad sales reached over VND12.5 trillion in last year’s first nine months, up over 30% year-on-year, while ad sales in print media and on radio stations slightly declined in the period.
Statistics about last year’s ad market will not be released until the end of this month. However, TV advertising can maintain growth of over 30% as enterprises kept pouring money into ads in last year’s fourth quarter, according to Mai.
A recent survey of Kantar Media showed that TV is still the most popular medium, with 90% of households owning a TV set. TV has the highest number of viewers and is the most effective advertising tool, according to the survey.
The survey shows Vietnamese spend an average of 229 minutes watching TV a day while the time people spend on the Internet and read newspapers is 50 minutes and 16 minutes respectively. In addition, up to 64% of surveyed people aged 15-54 said TV greatly influenced their shopping decisions.
Many surveys of market research companies also show customers at retail stores and traditional markets often asked for products they have seen on TV.
The average cost to send an advertising message on television to 1,000 viewers in Vietnam’s six main cities, including HCMC, Hanoi, Danang, Haiphong, Nha Trang and Can Tho, is US$15. Meanwhile, the respective costs for print newspapers and magazines are US$18 and US$36.
According to Mai, young people are those using the Internet most, and people aged 15-24 use the Internet more than watching television in the daytime.
“But currently, there is no clear evidence that the increasing time spent on the Internet will reduce the time spent on television by those aged 15-24 in general,” Mai said.
This means that the Internet is now just an additional medium which does not replace television.
According to recent statistics of Kantar Media, there are 27% of households having over two television sets, and the development of digital and cable television has made television more popular.
Moreover, TV producers are offering new products that allow for Internet use, which experts believe will boost TV advertising spend.
The Saigon Times Daily