Media Information Updates

• Media Inflation
• Channel share/Viewership
• Number of spot in Ad cut/total ad cut
in one program (entertainment)
• VTV Ad cut
 Media Inflation

Media Inflation
2013 2014 est.2015 est.2016
Rate %

TV (FTA + Cable) 22.5 21.2 -3.3 3

Digital 15 15 15 15

• Estimated for FY 2015, TV inflation is

deflation with -3.3% and Digital is
around 15%
• Projection 2016, TV inflation may
slightly increase around 3% and Digital
may continue climbing with 2 digit:
15%

Source: GroupM Vietnam, TV target: 15+

TV Inflation 2015 estimation

Calculation predicts -3.0% inflation in 2015 vs. 2014

Demand +/- % (TV Cost)

Inflation =
Supply +/- % (TV Viewership-GRP) Advertisers switch their budget to Cable
channels which have cheaper cost than FTA
to have cost efficient

112%
= -3.0%
115.8%

Cable channels grew fast and they were invested in good contents
TV Inflation 2016 estimation

Calculation predicts +3.0% inflation in 2016 vs. 2015

- Market will increase a bit (around 10%) when

the Government has finalized the new
Demand +/- % (TV Cost) structure
Inflation = - China is facing an issue so we are expecting
the investment will shift and move to Vietnam
Supply +/- % (TV Viewership-GRP) - Long-tail clients continue to spend
- Big local advertisers continue to spend more
when Government withdraw their stock such
as Vinamilk and expect some of them will IPO
110.0% as Mobifone, Vietnam Airlines

= +3.0%
106.8%

Many channels will be consolidated, such as VTV Danang, VTV

Hue, VTV Phu yen to become VTV8 - VTV9 and VTV CanTho will
be combined with VTV9 which make “Supply” not increased a lot
as 2015.
Channel share by market
In HCM market, HTV7, Vlong , VTC7-today TV, VTV9,
VTV3, VTC7-today TV, HTV7, Vlong, VTV1, ANTV, VTV9 VTC9-Let’s Viet, VTV3, HTV9 have high rating and key
are key channels to contribute on Nationwide channels to build REACH and the rest cable channels to build
frequency with cost efficiency
20 NATIONWIDE market (3MT+1DR) 20 HCM market (Meter)
15
15
10 7.4
6.1 4.4 4.3
10 4.1
5 3.8 3.3 3.1 3 2.9 2.8 2.7 2.2 2.1 2
6.8 5.5
5 5.3 4.8 4.7 0
3.5 3.5 ) ) )
ng TV V9 et V3 14 TV V2 TV 9 V3 C1 ie
CM VT Vi VT CM TV h1 HT TV HT VT ov
3.1 2.4 2.4 2.2 2.1 2.1 1.9 1.9 .H Lo d ay
et
s .H C ea AN SC m
0 P h o P S -I
H
T
Vi
n
-T -L H
T - Y
V4
) ) t ) et ) C9 17
V3 TV M ng V1 ie TV V9 14 M V2 1T
V
TV
9
Vi No
i (T TH C7 (T BT
VT y HC Lo VT sV AN VT TV HC HT ah V7 T T VT V9 ab
da . et SC
. e SC hi
m Ha HT (P V
HT Vc
o TP nh -L TP -Y H L1 VT
-T H Vi H -P TT V
C7 (T H C9 (T 17 2 (P TH
VT V7 TT VT V9 ab ab 1
HT (P HT Vc Vc HN
VL 1
VT VT
TH
THVL1-Vlong is key channel to build REACH in
VTC7-today TV, VTV3, VTV1, ANTV, VTV9 VTV3, VTV1, VTC7-today TV, ANTV CAN while local channels: VTVCT1, Hau
are key channels to contribute on Nationwide cover well in HAN market Giang,..are used to maximize frequency with lower
cost

DANANG market (Diary) HANOI market (Meter) 20

20 18.5 20 CANTHO market(Meter)
15
15 14.5 13.3 15 13.1 15
10.2
10 10 10 20.8
6.8 6.5 6.4
4.8 4.2
5 4.8 3.9 5 2.5 4.1 3.6
2.2 2.7 5 3.6 3.4 2.9
2.1 1.9 2 1.9 1.9 2.8 2.5 1.5
1.7 1.7 2.1 1.9 1.3
0 0 0
VTC7 - VTV3 VTV1 VTV Da DRT1 VTC9 - VTV6 HTV7 ANTV
V3 V1 i) TV TV as et ne
l
V2 V et ily .. 9 2 .. 1 3 i ..
. .. ... et )
No Vi iT Vi L. TV HTV T. TV L. Vi 14 TV
Today Nang (PTTH Da Lets Viet (TH VT VT ay AN ra
m an VT Tr ts am h g ho VTV u G y h an CM TV AN
Ha d D i m h i e F
Vi
n SC n T a d a i n C t s .H C
TV Nang) TP.HCM) H -T
o
-D -P
h C ia -L 1 Do Can H o V H Le TP S
TT -E -G ah H H H -T H TT 9 -
(P C7 b
7
b
2
b
5 1 T C9 - Ye TT TT VTV TT C7 TT T (P C (T
H
1 T a a a b (P (P (P (P VT TV7
HN
V Vc Vc Vc Vc
a V
C4 1 T V VT 2 P C
VT VT VT VT VL D T V L T H
VT TH TH HG TH TH

Source : Kantar, P 25 – 45 ABC, 16 Nov – 13 Dec

 Rating by Channel by Timeslot
The peak time for all most markets skewed on Noon, Afternoon and Evening time
• Let’s Viet has a good rating in morning in HCM market
• VTV1 get high viewership in HAN market
• Vinh Long has good share in HCM, esp in evening time slot

NATIONWIDE market (3MT+1DR) HCM market (Meter)

VTV3 HTV7 (TH TP.HCM) VTC7 - Today TV THVL1 (PTTH Vinh Long) 10 HTV7 (TH TP.HCM) THVL1 (PTTH Vinh Long) VTC7 - Today TV
10
VTV1 8 VTV9 VTC9 - Lets Viet
8
6
6

4 4

2 2

0 0
06:00 - 07:00 - 08:00 - 09:00 - 10:00 - 11:00 - 12:00 - 13:00 - 14:00 - 15:00 - 16:00 - 17:00 - 18:00 - 19:00 - 20:00 - 21:00 - 22:00 - 23:00 - 06:00 - 07:00 - 08:00 - 09:00 - 10:00 - 11:00 - 12:00 - 13:00 - 14:00 - 15:00 - 16:00 - 17:00 - 18:00 - 19:00 - 20:00 - 21:00 - 22:00 - 23:00 -
07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00

Danang Market (Diary) Hanoi Market (Meter) Cantho Market (Meter)

VTC7 - Today TV VTV3 VTV1 VTV Da Nang VTV3 VTV1 HN1 (PTTH Ha Noi) THVL1 (PTTH Vinh Long) HTV2
SCTV9 HGTV (PTTH Hau Giang)
DRT1 (PTTH Da Nang) ANTV VTC7 - Today TV THDT (PTTH Dong Thap)
10
30 10
8
8
20 6
6
4
4
10
2
2

0 0
0 0 6 :00 0 7 :00 0 8 :00 0 9 :00 1 0 :00 1 1 :00 1 2 :00 1 3 :00 1 4 :00 1 5 :00 1 6 :00 1 7 :00 1 8 :00 1 9 :00 2 0 :00 2 1 :00 2 2 :00 2 3 :00 7:
00
8:
00
9:
00
0:
00
1:
00
2:
00
3:
00
4:
00
5:
00
6:
00
7:
00
8:
00
9:
00
0:
00
1:
00
2:
00
3:
00
4:
00
:0
0
:0
0
:0
0
:0
0
:0
0
:0
0
:0
0
:0
0
:0
0
:0
0
:0
0
:0
0
:0
0
:0
0
:0
0
:0
0
:0
0
:0
0 - - - - - - - - - - - - - - - - - - -0 -0 -0 -1 -1 -1 -1 -1 -1 -1 -1 -1 -1 -2 -2 -2 -2 -2
- 07 - 08 - 09 - 10 - 11 - 12 - 13 - 14 - 15 - 16 - 17 - 18 - 19 - 20 - 21 - 22 - 23 - 24 0 7 :00 0 8 :00 0 9 :00 1 0 :00 1 1 :00 1 2 :00 1 3 :00 1 4 :00 1 5 :00 1 6 :00 1 7 :00 1 8 :00 1 9 :00 2 0 :00 2 1 :00 2 2 :00 2 3 :00 2 4 :00 : 00 : 00 : 00 : 00 : 00 : 00 : 00 : 00 : 00 : 00 : 00 : 00 : 00 : 00 : 00 : 00 : 00 : 00
0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23
:0 :0 :0 :0 :0 :0 :0 :0 :0 :0 :0 :0 :0 :0 :0 :0 :0 :0
06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Note: Viewership/Channel share is reviewed in current period (midNov-Dec’15), this may be changed in the future Source : Kantar, P 25 – 45 ABC, 16 Nov – 13 Dec
TV booking regulation for Cut/Break ads and VTV ad cut

TV Booking regulation
No. Channel No. of Cut/program Duration/ Cut

1 HTV Series 2 cuts not over 5 minutes in one cut/break ad

Gameshow/entertainments 4 cuts not over 5 minutes in one cut/break ad

2 VTV Series 2 cuts not over 5 minutes in one cut/break ad

Gameshow/entertainments 4 cuts not over 5 minutes in one cut/break ad

3 VINH LONG Series 2 cuts not over 5 minutes in one cut/break ad

Gameshow/entertainments 4 cuts not over 5 minutes in one cut/break ad

VTV ad cut
VTV is Nationwide TV station and it covers all most of 63 provinces in Vietnam, however , there
are 2 local TV stations: Hai Phong and Khanh Hoa who cut VTV’s ad
THANK
YOU