Nowadays, with the development of online media, people not only spend entertainment time for watching TV, but also for online media special social network. So is TVC on TV still effective? And do the consumer like watching TVC or not? This survey was made in order to answer those questions: the effectiveness of TVC on TV and perception of consumer about the TVC The respondent is 504 Vietnamese among 15-49 years old in Ha Noi and Ho Chi Minh city, who watched TV every day.

1. Q&Me is online market research provided by Asia Plus Inc.
TVCF effectiveness in Vietnam
Asia Plus Inc.

2. Survey objective
Nowadays, with the development of online
media, people not only spend entertainment time
for watching TV, but also for online media special
social network.
So is TVC on TV still effective? And do the
consumer like watching TVC or not?
This survey was made in order to answer those
questions: the effectiveness of TVC on TV and
perception of consumer about the TVC
The respondent is 504 Vietnamese among 15-49
years old in Ha Noi and Ho Chi Minh city, who
watched TV every day.

3. How long do you watch TVCF?
50% watch TV more than 1 hour per day. Elderly spend more time on TV
Q. How much time do you spend to watch TV per day?
3%
3%
3%
2%
4%
5%
3%
3%
15%
8%
15%
20%
28%
20%
30%
32%
28%
25%
33%
27%
16%
25%
12%
12%
5%
10%
3%
4%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Total
15-22
23-29
30-49
4 hours and more 3 - 4 hours 2 - 3 hours 1 - 2 hours 31 - 60 minutes Less than 30 minutes I do not watch TV
N=532

4. Opinions about TVCF
Only 33% like watching TVCF. However, 44% think TVCF is a good information
source
Q. How much do you agree with the following statement - I like watching TVC/ TVCF is a good information source for me to refer
8%
25%
48%
13%
6%
Do you like watching TVCF
Strongly agree Agree Average
Disagree Strongly disagree
N=504
8%
36%
41%
13%
2%
Is TVCF a good information source?
Strongly agree Agree Average
Disagree Strongly disagree

5. Do you like watching TVCF
Older people and group spend more time to watch TV (heavy watcher) like
watching TVC more.
Q. How much do you agree with the following statement - I like watching TVC
8% 4%
11% 8% 6% 10%
25%
20%
21% 31%
18%
32%
48%
52%
48%
46%
53%
43%
13%
14%
16% 10%
15%
11%
6% 10% 4% 5% 9% 3%
Total 15-22 23-29 30-49 Those who watch
TV 1 hour or less
Those who watch
TV 1 hour and
more
Strongly agree Agree Average Disagree Strongly disagree
N=504

6. Is TVCF a good information source?
TVC is a good information source mainly for heavy watcher
Q. How much do you agree with the following statement - TVC is a good information source for me to refer
8% 6% 10% 8% 5% 11%
36%
31%
37% 39%
32%
42%
41%
45%
39% 40%
44%
37%
13% 16% 13% 9% 15%
9%
2% 1% 1% 4% 3% 1%
Total 15-22 23-29 30-49 Those who watch
TV 1 hour or less
Those who watch
TV 1 hour and
more
Strongly agree Agree Average Disagree Strongly disagree
N=504

7. Relationship between TVCF likeness and importance as
information source
Those who like tend to take TVCF as good information source.
Q. How much do you agree with the following statement - TVC is a good information source for me to refer
24%
0%
62%
33%
12%
57%
51%
2%
10%
38%
0%
11%
Like watching TVCF Average Dislike watching TVCF
Is TVC a good information source?
Strongly agree Agree Average Disagree Strongly disagree
N=504

8. TVCF as the source to discuss / search
64% have discussed about TVCF while 52% search them
Yes,
64%
No, 36%
Talked about TVCF in last 3 month?
N=504
Yes,
52%
No, 48%
Searched products after TVCF?
Q. Have you talked about TVC with you friends / family in last 3 month?
Have you ever searched or go to the website after watching TVC for last 3 month?

9. Relationship between Post-TVCF actions and opinions
about TVCF
Even those who do not like TVCF talk about it
Q. How much do you agree with the following statement - TVC is a good information source for me to refer
91%
53%
13%
6%
36%
71%
2%
11% 15%
Like watching
TVCF
Average Dislike watching
TVCF
Talked about TVCF in last 3 month?
Yes No Others
N=504
81%
43%
4%
15%
48%
87%
4% 10% 9%
Like watching
TVCF
Average Dislike watching
TVCF
Searched products after TVCF?
Yes No Others

10. TVCF brand in discussion
Vinamilk, Samsung and Dien may xanh are the top 3
Q. What are the product / company name of that TVC?
31%
2%
2%
2%
3%
3%
3%
3%
3%
4%
10%
14%
26%
Others
Romano
TH milk
Yamaha
Heineken
Honda
Coca cola
Omo
Aba
Oppo
Dien may xanh
Samsung
Vinamilk

11. TVCF brand in search
Vinamilk, Samsung and Aba are top 3 brands that are searched
Q. What are the product / company name of that TVC?
36%
3%
3%
3%
4%
4%
5%
7%
8%
14%
20%
Other
Omo
Clear
Honda
Coca cola
TH milk
Oppo
Dien may xanh
Aba
Samsung
Vinamilk

12. Popular TVCF example - Vinamilk
Vinamilk TVCF is popular among female and federated with fun, exciting image
26%
19%
33%
21%
30%
25%
Total
Male
Female
15-22
23-29
30-49
Brand popularity
33%
39%
51%
56%
66%
Good promotions
Beautiful images /
scenes
Interests in
products
Good music
Good brand
Reasons to discuss
10%
15%
49%
51%
61%
Happy
Moving
Funny
Exciting
Fun
Emotions from TVCF

13. Popular TVCF example - Samsung
Samsung TVCF is popular among older group and federated with fun, exciting
image and good brand
14%
19%
8%
6%
9%
24%
Total
Male
Female
15-22
23-29
30-49
Brand popularity
33%
39%
42%
73%
94%
Good promotions
Beautiful images /
scenes
Good pricing
Interests in
products
Good brand
Reasons to discuss
6%
9%
18%
52%
79%
Proud
Funny
Happy
Fun
Exciting
Emotions from TVCF

14. Popular TVCF example - Dien may xanh
Dien may xanh TVCF is popular among younger and federated with funny
image and good stories
10%
10%
10%
18%
10%
4%
Total
Male
Female
15-22
23-29
30-49
Brand popularity
42%
46%
54%
58%
58%
Interests in
products
Impressive
phrases
Good music
Good stories
Good brand
Reasons to discuss
29%
46%
71%
Exciting
Fun
Funny
Emotions from TVCF

15. Common celebrities on TVCF
Q. Who would be the favorite celebrities that get your attention in TVC?
Son Tung M-TP
33%
Hoai Linh
17%
My Tam
23%
Ho Ngoc Ha
9%
Tran Thanh
6%
Issac
6%

16. Summary
• 50% watch TV more than 1 hour per day. Elderly
spend more time on TV, while teens do not watch as
long
• Only 33% like watching TVCF. However, 44% think
TVCF is a good information source. Then, 64% have
discussed about TVCF while 52% search them
• Older people and group spend more time to watch TV
(heavy watcher) like watching TVC more.
• Even those who do like TVCF talk about it, which
indicates the impact strength of TVCF
• Vinamilk, Samsung and Dien may xanh are the top 3
brand that people talk about
• Dien may xanh TVCF are popular among teens, due
to its funniness

17. Respondent profile (N=504)
Gender
Male, 50%Female, 50%
15-22, 29%
23-29, 33%
30-49, 38%
Age
HCM, 50%Hanoi, 50%
City

18. Q&Me – About Online Market Research Services

19. Our Solution
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20. Our Advantage: Direct Panel Management
Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 330,000 members as of Mar, 2018
0%
1%
18%
31%
22%
14%
7%
3% 3%
1%
Age
19%
18%
6%
4%3%3%
47%
HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
56%
44%
Male Female
Gender City

21. Process for the quality assurance
Questionnaire
based on the
exact profile
• Refined and very
derailed database
panel
Take out users
with irrelevant
replies
• Remove Fake
questions hit
users
• Remove
Contradicted
answer users
• Take out straight
answer users
Take out speed
users
• We count the
average median
time and take out
those who are
less than that
Manual check by
the experienced
researchers
• Our experienced
researchers will
check the
relevance as well
as open
comments
Re-assortment of
panelist priorities
• Based on the
survey results, bad
users are screened
out while prioritizing
those who return s
good feedbacks.

22. Online is considered to be “cheap and bad” in general. Q&Me provides
several methods providing data with quality
FACT CONSISTENCY SCORE
97%
THOUGHT
CONSISTENCY SCORE
91%
STRAIGHT-LINER/ FLAT-
LINER SCORE
89%
SPEEDERS SCORE
97%
QUALITY CHECK SURVEY SPECIFICATION
N (Sample size) 300
IR (Incident rate) 100%
LOI (Lenght of Interview) 10 minutes
Success Criteria Overral score of 80% or higher
THE RESULTS
Overal score 93.5%
Average score
in the industry
73%
(*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection
Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam.
Our quality score by SSI
Evaluation for our quality assurance

23. Contact Us
URL: http://www.qandme.net
Contact: info@qandme.net
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