• Save
 

Vietnam's media expenditure

on

  • 1,993 views

Tham khảo từ Facebook của anh Đức Sơn

Tham khảo từ Facebook của anh Đức Sơn

Statistics

Views

Total Views
1,993
Views on SlideShare
1,993
Embed Views
0

Actions

Likes
6
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Vietnam's media expenditure Vietnam's media expenditure Presentation Transcript

    • 15 February 26, 2013issue 121 VIETNAM A profile of Vietnam’s advertising market ¡¡ Despite slowing economic growth, net advertising expenditures in Vietnam grew 7.6% in 2012 to US$771 mil. ¡¡ TV advertising is dominant and accounts for more than 75% of the total advertising pie. Print, out of home (OOH) and online are also significant. ¡¡ Real macroeconomic risks exist. These include recapitalizing banks, restructuring state-owned enterprises (SOEs) and managing declining property values. ¡¡ MPA projects advertising will grow robustly at an 8.3% CAGR from US$772 mil. in 2012 to US$1.15 bil. in 2017. ¡¡ TV will continue to be the dominant segment accounting for slightly less than 80% of the market. ¡¡ Key advertisers are foreign and domestic FMCG companies that advertise across all major media. While Vietnam’s advertising market grew at a reasonable pace in 2012, political and economic risks in the country are significant. GDP growth came in at 5% for FY 2012 versus the government target of 5.5%, and economic growth is expected to slow in the March 2013 quarter as consumption remains weak. MPA believes that the projected GDP growth rates forecast by the IMF may mask downside macroeconomic risks, and advertising growth is sensitive to slowing increases in GDP. Specifically, we note that preliminary estimates for loan write-offs and recapitalization in the banking sector range from US$12-16 bil. and these figures could rise. Accordingly, the cost of cleaning up the banking sector may exceed 10% of GDP. These economic issues have political ramifications. The Vietnamese Communist Party recently apologized for several “mistakes”. TV domination | Free-to-air (FTA) channels account for 89% of TV advertising and pay TV captures the balance. There are more than 100 FTA channels but the key channel operators are: (1) VTV (national player, but particularly strong in the Net Advertising 2008 2009 2010 2011 2012 2013 2014 2015 CAGR, 2012-2015 TV (US$ mil.) 343 401 468 499 544 586 636 695 761 9.1% FTA (US$ mil.) 306 358 418 446 486 523 567 619 677 9.0% %Y/Y (%) - 17.0% 16.8% 6.7% 9.0% 7.6% 8.4% 9.2% 9.4% Pay-TV (US$ mil.) 37 43 50 53 58.0 63 69 75 84 10.1% %Y/Y (%) - 16.2% 16.3% 5.6% 9.8% 8.1% 9.6% 9.8% 11.0% %Y/Y (%) - 16.9% 16.7% 6.6% 9.1% 7.7% 8.5% 9.3% 9.6% Newspaper (US$ mil.) 48 53 57 58 60 62 64 68 71 4.5% %Y/Y (%) - 10.4% 7.5% 1.8% 2.7% 4.0% 3.8% 5.1% 4.7% Magazine (US$ mil.) 31 35 38 39 40 42 44 46 48 4.7% %Y/Y (%) - 23.4% 18.8% 1.8% 3.5% 4.3% 4.3% 5.0% 4.8% Online (US$ mil.) 3.0 6.1 10 15 20 26 32 38 45 20.6% %Y/Y (%) - 26.1% 85.3% 44.2% 33.3% 28.0% 24.0% 21.0% 17.0% OOH (US$ mil.) 36 39 42 43 46 49 52 57 62 8.5% %Y/Y (%) - 6.1% 3.7% 3.3% 5.6% 6.5% 7.0% 9.0% 9.5% Radio (US$ mil.) 5 6 6 7 7 7 8 8 9 5.9% %Y/Y (%) - 30.9% 8.3% 12.0% 14.4% 18.6% 14.2% 12.5% 11.1% Total (US$ mil.) 468 540 622 661 717 771 835 912 996 8.9% %Y/Y (%) - 15.4% 15.2% 6.3% 8.5% 7.6% 8.3% 9.1% 9.2% Note: Economic forecasts from the IMF. Source: Media Partners Asia At A Glance: A Breakdown Of Vietnam’s Ad Market north), (2) HTV (primarily in Ho Chi Minh City and the south), (3) Vinh Long TV (Can Tho and Ho Chi Minh City) and (4) Danang TV (in Danang). Each of these operators is profitable. Pay channels are also important, particularly in highly cabled Ho Chi Minh City (HCMC) and Hanoi. Cable operator SCTV has three of the top ten channels in HCMC. Vietnamese viewers watch an average of 229 minutes of TV a day with peak viewing generally occurring from noon to 1 pm and from 6-10 pm. Key genres include news, drama (Korean, Chinese, Taiwanese and domestic), movies, sports, comedies and game shows. Regional differences exist, with news and game shows rating better in the north while movies are more Highlights
    • 16 THE AUTHORITY ON ASIA’S MEDIA INDUSTRIES popular in the south. Localization is increasingly a focus and domestically produced versions of The Voice, Dancing with the Stars, MasterChef and Idol are aired. Key Advertisers | Similar to other developing economies, FMCG companies dominate the top 20 advertisers. After discounts, Unilever and P&G are estimated to account for ~20% of ad spend. P&G’s Downy, Pantene and Head & Shoulders as well as Unilever’s Comfort are among the four most-advertised brands. Generally, advertisers use all major media including TV, print, on-line and OOH. Over the next several years, the list of major advertisers is expected to be relatively stable. However, the restructuring of SOEs and recapitalizing of banks could impact some domestically owned advertisers. Advertisers are aware of Vietnam’s economic issues and are monitoring their budgets closely. Squeezing greater efficiency from advertising budgets is a recurring theme. Going forward, advertisers are expected to focus increasingly on the rural market, which has approximately 74% of the population but only 27% of retail sales. MPA believes that major terrestrial operators will continue to be the main beneficiaries of the growing rural target market, as local and provincial operators will be disadvantaged with content acquisitions. Source: TNS TV Channel Shares in 2012 0 5 10 15 20 25 30 35 40 45 Star Movies (Cab Sat) SCTV17 (SCTV (Star) Cab Sat) HN2 (Ha Tay) HBO (Cab Sat) VCTV2 - Phim Viet (Cab sat) VTV2 (National) HN1 (HN6) VTV1 (National) VTV3 (National) Hanoi 0 1 2 3 4 5 6 7 8 SCTV17 (SCTV) VTV9 VTV3 (National) SCTV9 (Cab Sat) SCTV14 (Cab Sat) HTV3 (HCMC) HTV9 (HCMC) VTV HTV7 (HCMC) VL1 (VL31) Ho Chi Minh 0 5 10 15 20 25 30 VTV2 (National) HTV3 (HCMC) HBO (Cab Sat) HTV7 (HCMC) VL1 (VL31) VTC7 (TodayTV VTV1 (National) DRT (Da Nang) VTV3 (National) DVTV (Da Nang) Danang 0 5 10 15 20 25 30 35 40 45 50 HBO (Cab Sat) DTTV (Dong Thap) HGTV (Hau Giang) HTV7 (HCMC) VTV1 (National) VL2 (VL8) VTV3 (National) CT43 (Can Tho) CVTV1 (VTV1 Can Tho) VL1 (VL31) Cantho (Continued)