VietNamNet Bridge – TV still dominates the advertisement
market. However, the position may change in the near future amid the youth’s
changes in their habits of using media.
The market survey conducted by
TNS Media Vietnam in the second quarter of 2012 in six socio-economic areas has
found out big changes in the consumers’ taste, which would lead to the
significant changes in the advertisement market.
4800 households and 4800 people
aged from 15 to 54 were polled during the survey.
Consumers changed their taste
TV remains the most popular
equipment in every Vietnamese households with 27 percent of households found
has having two TV sets or more. Especially, in Mekong River Delta, six percent
of households have been found as having three TV sets or more.
TV is also the kind of media that
has the highest number of audience in Vietnam with 83 percent of populating
watching TV every day. In the eastern area of the south, including HCM City, 63
percent of households use cable TV. The diversification of TV channels has
helped attracted more viewers.
On average, a household in
Vietnam can watch 20 different TV channels, while the figure is 39 in the
western area of the south. Especially, in the region, there are more cable TV
channels than popular channels, more foreign cable channels than domestic ones.
Every day, a Vietnamese spends
200-256 minutes watching TVs, while he spends 33-76 to access to Internet.
Meanwhile, he only spends 5-28 minutes to read newspaper or journal, 12-44
minutes to listen to radio, and 18-49 minutes to watch video and audio clips.
The residents in the eastern area
of the south are leading the country in terms of the time to listen to radio,
read newspaper and access to Internet, while Mekong Delta is leading in terms
of the time spent on watching TVs and video clips.
The survey has found that
Internet has become more popular among people. 1.30 pm – 5 pm is the time
called “golden hours,” which attract the highest number of TV watchers. It is
also the time when the number of subscribers accessing to Internet is the
highest during the day.
The lower costs for watching TV
or using the Internet explains why people favor these two kinds of media than
others (newspapers, video clips…).
Internet is on the rise in ad market
77 percent of users like watching
advertisement pieces on TV because they can both see the images and listen to
the sounds, while 35 percent of polled people said they like the ads on
Internet.
In the Mekong Delta and the
eastern area of the south, printed newspapers are more favored than Internet.
Meanwhile, the Vietnamese youth now follows media consumption way. For example,
the number of young people accessing to Internet is higher than the average
rate during 8-12 am and 1.30-5 pm. More young people read newspapers than
people of the other ages.
Truong Si Anh from TNS Media has
noted that despite the higher popularity of Internet, TV remains the most
effective channel for advertisement.
Foreign business groups have been
focusing on posting ad pieces on TV channels. The total advertisement turnover
in 2011, not including outdoor billboards, reached 1.2 billion dollars, of
which TV ad turnover accounted for 81 percent.
In the first six months of 2012,
while the whole ad industry was in big difficulties, TV ads still obtained the
satisfactory growth rate of 34 percent. Meanwhile, the ad turnover of
newspapers and journals saw a modest increase, and the advertisements on
Internet grew by 1.5 percent.
Compiled by Thu Uyen
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