The document provides an analysis of the TV advertising market in Vietnam as of March 2015. It finds that free TV channels hold 79% of the advertising revenue share, which grows at 25% annually. Specifically, southern channels have 52% of the share while national channels have 36%. The top 9 channels by revenue account for 50% of total spending. HTV7 and THVL1 are the top rated channels in Ho Chi Minh City and Hanoi respectively.

1. TV ADVERTISING MARKET
< REPORT – YTD MARCH’15>

2. 52%
36%
9%
2%
1%
3%
Share
of
adver.sing
revenue
by
channels
main
audience
South
Na/onal
North
Center
Foreign
79%
21%
Net
Adver.sing
revenue
between
FTA
and
'paid-­‐
TV'
channels
Free
TV
channels
Pay
Tv
channels
Advertising Revenue 2014
Adver/sing
revenue
growing
25%
annually
to
about
409
MUSD
to
the
benefit
of
FTA
(79%),
South
(52%)
and
na.onal
(36%)
channels
2008
2009
2010
2011
2012
2013
2014
441,456
601,418
573,024
718,449
905,294
1,152,573
1,559,812
0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
1800000
2008
2009
2010
2011
2012
2013
2014
TV
Adver.sing
spending
TNS
media
(US$
mil.)

3. Advertising Revenue by channel
*81
channels
–
TNS
Media
2014
-­‐ Provincial
FTA
and
Social
channels
gathers
57
%
of
overall
Adver/sing
spending's
-­‐ 50%
goes
to
9
channels
/
80%
goes
to
26
channels
12%
9.3%
6.8%
Channel Net
value
(USD) Share
of
Total Culmulated
share
VTV3 101,447,078 12.77% 12.8%
VTC7
-­‐
Today
TV 68,187,730 8.58% 21.4%
THVL1
(Vinh
Long) 50,260,103 6.33% 27.7%
SCTV13 35,045,558 4.41% 32.1%
HTV7 33,325,400 4.19% 36.3%
VTV1 33,163,520 4.17% 40.5%
VTC9
-­‐
Lets
Viet 32,254,246 4.06% 44.5%
VTVcab
12 24,146,763 3.04% 47.6%
VTVcab
5
-­‐
E
Channel 22,087,947 2.78% 50.3%
VTC4
-­‐
Yeah1
Family 19,859,883 2.50% 52.8%
BTV4
-­‐
Imovie 19,357,928 2.44% 55.3%
VTV9 19,124,335 2.41% 57.7%
SCTV
-­‐
Phim
Tong
Hop 18,656,201 2.35% 60.0%
SCTV6
-­‐
SNTV 18,502,151 2.33% 62.4%
VTVcab
17
-­‐
Yeah1TV 18,442,328 2.32% 64.7%
HTV2 17,271,527 2.17% 66.8%
VTVcab
1
-­‐
Giai
Tri
TV 15,234,301 1.92% 68.8%
THTPCT
(Can
Tho) 11,805,391 1.49% 70.3%
HTV9 11,672,231 1.47% 71.7%
VTVcab
7
-­‐
D
Dramas 11,665,083 1.47% 73.2%
HTV3 11,646,146 1.47% 74.7%
BRT
(Ba
Ria
Vung
Tau) 11,478,143 1.44% 76.1%
VTVcab
2
-­‐
Phim
Viet 10,063,259 1.27% 77.4%
HN1
(Ha
Noi) 9,665,614 1.22% 78.6%
SCTV2
-­‐
Yan
TV 7,916,662 1.00% 79.6%
TTV11
(Tay
Ninh) 7,361,373 0.93% 80.5%
Audience
share(%)
2014
in
HN,
HCM–
4+
6.6%
5.5%
5%

4. Channels ranking by rating (%) - 2014
Ind.4+
F15-­‐50ABCD
Rank
Channel
Rtg(%)
Rank
Channel
Rtg(%)
1
HTV7
(TH
TP.HCM)
1.25
1
HTV7
(TH
TP.HCM)
1.39
2
THVL1
(PTTH
Vinh
Long)
1.03
2
VTV9
1.12
3
HTV9
(TH
TP.HCM)
0.71
3
THVL1
(PTTH
Vinh
Long)
0.84
4
VTV9
0.68
4
HTV2
0.79
5
HTV3
0.67
5
HTV9
(TH
TP.HCM)
0.7
6
HTV2
0.58
6
HTV3
0.56
7
VTC9
-­‐
Lets
Viet
0.49
7
VTC9
-­‐
Lets
Viet
0.55
8
VTV3
0.44
8
SCTV14
0.45
9
SCTV14
0.42
9
VTV3
0.43
10
SCTV9
0.39
10
SCTV9
0.37
Ind.4+
F15-­‐50ABCD
Rank
Channel
Rtg(%)
Rank
Channel
Rtg(%)
1
VTV3
2.38
1
VTV3
2.38
2
VTV1
1.93
2
VTV1
1.51
3
ANTV
0.91
3
HN1
(PTTH
Ha
Noi)
0.76
4
HN1
(PTTH
Ha
Noi)
0.79
4
ANTV
0.7
5
VTVcab
1
-­‐
Giai
Tri
TV
0.5
5
VTVcab
1
-­‐
Giai
Tri
TV
0.6
6
VTVcab
5
-­‐
E
Channel
0.49
6
VTVcab
7
-­‐
D
Dramas
0.54
7
Cartoon
Network
0.46
7
VTVcab
12
-­‐
Style
TV
0.49
7
VTC7
-­‐
Today
TV
0.46
8
VTVcab
5
-­‐
E
Channel
0.46
9
VTVcab
7
-­‐
D
Dramas
0.42
9
VTC7
-­‐
Today
TV
0.39
10
VTV6
0.35
10
VTV6
0.36
HÀ
NỘI
HỒ
CHÍ
MINH

5. Channels ranking by share - 2014
HÀ
NỘI
HỒ
CHÍ
MINH
Ind.4+
F15-­‐50ABCD
Rank
Channel
Share
Rank
Channel
Share
1
HTV7
(TH
TP.HCM)
7.88
1
HTV7
(TH
TP.HCM)
8.22
2
THVL1
(PTTH
Vinh
Long)
6.52
2
VTV9
6.62
3
HTV9
(TH
TP.HCM)
4.5
3
THVL1
(PTTH
Vinh
Long)
4.99
4
VTV9
4.29
4
HTV2
4.66
5
HTV3
4.21
5
HTV9
(TH
TP.HCM)
4.14
6
HTV2
3.64
6
HTV3
3.33
7
VTC9
-­‐
Lets
Viet
3.08
7
VTC9
-­‐
Lets
Viet
3.23
8
VTV3
2.75
8
SCTV14
2.65
9
SCTV14
2.68
9
VTV3
2.54
10
SCTV9
2.45
10
SCTV9
2.18
Ind.4+
F15-­‐50ABCD
Rank
Channel
Share
Rank
Channel
Rtg(%)
1
VTV3
15.02
1
VTV3
2.38
2
VTV1
12.22
2
VTV1
1.51
3
ANTV
5.73
3
HN1
(PTTH
Ha
Noi)
0.76
4
HN1
(PTTH
Ha
Noi)
4.97
4
ANTV
0.7
5
VTVcab
1
-­‐
Giai
Tri
TV
3.15
5
VTVcab
1
-­‐
Giai
Tri
TV
0.6
6
VTVcab
5
-­‐
E
Channel
3.11
6
VTVcab
7
-­‐
D
Dramas
0.54
7
Cartoon
Network
2.92
7
VTVcab
12
-­‐
Style
TV
0.49
8
VTC7
-­‐
Today
TV
2.89
8
VTVcab
5
-­‐
E
Channel
0.46
9
VTVcab
7
-­‐
D
Dramas
2.69
9
VTC7
-­‐
Today
TV
0.39
10
VTV6
2.22
10
VTV6
0.36