Media spends less in 2010

Transcription

1 Media Landscape

2 Media spends less in % +18% +22% +28% +40% +8% Total($) 221,720, ,120, ,242, ,511, ,054, ,015, ,909, ,073,145 o Advertisers cut spends? o Shift investment to other non-measures medium?

3 FMCGs lead the media investments Top 20 Most Invested Category USD ( 000) YTD 2009 Rank 4,964, ,896, ,476, ,110, ,502, ,721, , ,917, ,192, ,325, ,073, ,033, ,739, ,652, ,301, ,445, ,735, ,947, ,874, ,015,552 27

4 Many local advertisers decreased spending dramatically USD ( 000) YTD 2009 Ranking 34, , , , , , , , , , , , , , , , , , ,205 45

5 New FMCG brands spend very heavily USD ( 000) YTD 2009 Rank 2, , , , , , , , , , , , , , , , ,

6 National and Regional Channel got a lion share. USD ( 000) YTD 2009 Spot Advertisement Non-Spot X p H ng 42,212,589 2,587, ,888,936 2,422, ,082,222 1,540, ,313,266 2,482, ,137,536 1,994, ,845,880 53, ,182, , ,947,102 7,740, ,206,993 3,311, ,472,422 1,553, ,720,841 1,512, ,322,940 6,483, ,869,324 3,527, ,033,038 1,246, ,027,808 4,217, ,551,287 2,330, ,436,427 6,568, ,984,733 5,024, ,133,875 1,205, ,477,958 2,039, ,361,795 6,689, , , ,247 3,238, , , , , ,575 1,155, , , , , ,895 1,766, ,006 1,034, ,209 6,596, ,020 1,904,297 25

7 Media investment spends in Top Mass Headers USD ( 000) YTD 2009 X p H ng 12, , , , , , , , , , ,

8 New prime time is forming in HCMC % % o Rating in evening time band is getting more and more better than the one in noon time in HCM. o A new trend is expected to occur in Hanoi.

9 Opposite situation in Danang and Cantho Market % %

10 Viewership trend: shift from free to air to Paid TV HCM (Shr%) HAN (Shr%) Channels Jan Feb Mar Apr May Jun Channels Jan Feb Mar Apr May Jun HTV7 (HCMC) VTV3 (National) HTV9 (HCMC) VTV1 (National) SCTV9 (Cab Sat) HN1 (HN6) HTV3 (HCMC) VTV2 (National) VL1 (VL31) HBO (Cab Sat) VTV3 (National) VCTV2 (Cab sat) SCTV1 (Cab Sat) Cinemax (Cab Sat) HBO (Cab Sat) HN2 (Ha Tay) VTV1 (National) Star Movies (Cab Sat) VCTV3 (Cab sat) HTVC Thuan Viet (Cab Sat) Cinemax (Cab Sat) Star Sports (Cab Sat) Disney Channel (Cab Sat) VCTV7 (Cab sat) SCTV7 (Cab Sat) HTV9 (HCMC) VTC7_TodayTV VCTV4 (Cab sat) SCTV (Star) (Cab sat) Disney Channel (Cab Sat) LA34 (Long An) VTC7_TodayTV Star Movies (SCTV) BiBi (Cab Sat) VTV2 (National) ESPN (Cab Sat) VTV VTC9-Let s Viet Cartoon Network (Cab Sat) MTV (Cab Sat) VTC SCTV4-Yeah1 TV (Cab Sat) VTV4 (National - Cab Sat) HTV2 (HCMC) VCTV1 (Cab sat) Star Movies (HTVC) HTVC Phim (Cab Sat) DN1 (Dong Nai) VCTV6 (Cab sat) VTC9-Let s Viet Cartoon Network (Cab Sat) SCTV14 (Cab Sat) VCTV+ (Cab sat) BTV1 (Binh Duong) BTV2 (Binh Duong) VTV VTC VTC2 (Cab Sat) ESPN (Cab Sat) HCaTV (Cab Sat) AXN (Cab Sat) Discovery (Cab Sat) SCTV3-SAO TV (Cab Sat) HTV7 (HCMC) BRT (Ba Ria Vung Tau) VCTV9 (InfoTV - Cab Sat) Fashion TV (Cab Sat) HTVC Ca Nhac (Cab Sat) TGTV (Tien Giang) HTV3 (HCMC) HTV1 (HCMC) AXN (Cab Sat)

11 Free to air channel still dominated the viewership share DAN (Shr%) CAN (Shr%) Channels Jan Feb Mar Apr May Jun Channels Jan Feb Mar Apr May Jun DVTV (Da Nang) VL1 (VL31) VTV3 (National) CT43 (Can Tho) DRT (Da Nang) VTV3 (National) VTV1 (National) HGTV (Hau Giang) HTV7 (HCMC) CVTV1 (Can Tho) VTV2 (National) VTV1 (National) VL1 (VL31) VL2 (VL8) HBO (Cab Sat) CVTV2 (Can Tho) HTV7 (HCMC) VTC7_TodayTV DTTV (Dong Thap) HTV9 (HCMC) HTV9 (HCMC) VTC9-Let s Viet HTV3 (HCMC) Star Movies (Cab Sat) HBO (Cab Sat) VTC VTC9-Let s Viet DRT - ARICO (Cab Sat) VTV2 (National) DRT (New Channel) Cinemax (Cab Sat) HN1 (HN6) VTC7_TodayTV Cartoon Network (Cab Sat) LA34 (Long An) LA34 (Long An) Disney Channel (Cab Sat) Star Sports (Cab Sat) Star Movies (Cab Sat) ESPN (Cab Sat) VTV4 (National - Cab Sat) Cartoon Network (Cab Sat) VTC VTC2 (Cab Sat) HTV2 (HCMC) HTV3 (HCMC) VTC3 (Cab Sat) QRT (Quang Nam) BRT (Ba Ria Vung Tau) Disney Play House (Cab Sat) DN1 (Dong Nai) HTVC Phim (Cab Sat) HTV2 (HCMC) Star Sports (Cab Sat) Fashion TV (Cab Sat) HN1 (HN6) MTV (Cab Sat) Fashion TV (Cab Sat) BTV1 (Binh Duong) TGTV (Tien Giang) Discovery (Cab Sat) MTV (Cab Sat) BPTV1 (Binh Phuoc 1) HTVC Ca Nhac (Cab Sat) VTC3 (Cab Sat) VTV4 (National - Cab Sat) HTVC Ca Nhac (Cab Sat) ESPN (Cab Sat) HTV1 (HCMC) TV35 (Tra Vinh) VBC (Cab Sat) DN1 (Dong Nai)

12 In Summary o FH 10: media investment increased 8% vs. FH 09: o TV lead the spends o Growth under the inflation (20%) o New category heavy up media investment o Some big local advertisers decreased investment o Trend to shift from Free to Air to Paid TV o New Prime time is forming in HCM and Hanoi

13 Vietnam Social Media

14 Emerging internet markets in South East Asia skew very young Hong Kong and Singapore skew older even than the global average; Malaysia, Indonesia, Vietnam and the Philippines have significantly younger audiences WW Malaysia Indonesia Vietnam Philippines Hong Kong Singapore Source: comscore

15 Strong social network penetration in the region Vietnam shows the highest year over year growth in reach, but penetration there is still much lower than in other countries in the region Philippines, Malaysia, and Indonesia have highest reach, driven almost exclusively by Facebook Source: comscore

16 Social networking spurs photos category growth in Vietnam, Malaysia, Philippines o Sharing photos is becoming a key component of the Social Networking experience. The high growth in this category in almost every country is being driven by Facebook Photos o Ubiquity of digital cameras and cell phone cameras, coupled with large youth populations, also contribute to growth in this category Source: comscore

17 Social networking sites continue to grow in Vietnam Source: comscore

18 Social networking sites continue to grow in Vietnam Source: comscore

19 Top categories visited by Vietnamese Source: comscore

20 Non Vietnamese social networks are still hanging on Source: comscore

21 Social Media users tend to be young in Vietnam Source: comscore

22 ZING Me users tend to be young Source: comscore

23 Face book users tend to be young Source: comscore

24 What do these young social networks tend to do online? Source: comscore

25 In Summary o Internet users continues to grow in Vietnam, and News/Information, Search, Instant Messenger, and Social Networks usage are higher than the WW average o Social Media has been growing rapidly in Vietnam with Zing Me reaching over half of the SN users o Social Media Users in Vietnam tend to be younger year olds, and they are aspiration