TRADITIONAL MEDIA

Ngn sch qung co 2016YTD (Trad.Media)

Cost by years
USD

+16%
2,000,000,000
1,721,255,720
1,800,000,000 +17% 1,685,226,769 Ngn sch qung co 11
1,600,000,000
thng u nm 2016 t
1,400,000,000
+45%
mc ~1,7 t USD
1,200,000,000
+21% u t qung co ca
cc doanh nghip, nhn
1,000,000,000
+13%

800,000,000
hng tng ng cng
600,000,000
k nm 2015, v c xu
400,000,000 hng chng li
200,000,000

0
2010 2011 2012 2013 2014 2015 2015 YTD 2016YTD

Source: Infosys 2016YTD

Top 20 nhm sn phm chi tiu qung co ln nht 2016YTD
2016 tip tc ghi du tng t bin ca nhm sn phm sa cho tr nh, ha m phm. Cc hot ng QC ca nhm thc
phm chc nng c v chng li trong khi ch xp v tr #5 so vi v tr #2 nh cc nm trc
2015
2016 YTD
RTD TEA 25,390,702 25,070,421
HEALTH CARE SUPP
BABY NAPKINS 26,088,197 27,317,947
RTD ENERGY DRINKS
RTD ENERGY DRINKS 26,168,446 27,438,131
SHOWER PRODUCTS
MEN'S SHAMPOO 31,389,337
BEER RANGES 28,059,272
GENERAL TRADING 32,406,573
MOBILE PHONE 29,349,133
BEER RANGES 32,596,608
DRINKING & FLAVOURED YOGHURT 30,244,114
INSTANT NOODLE 32,810,614
FRESH & PASTEURISED MILK 30,351,857
DRINKING & FLAVOURED YOGHURT 34,165,189
INSTANT NOODLE 39,340,340
FRESH & PASTEURISED MILK 34,217,345
RTD TEA 40,262,110
FIZZY SOFT DRINK 36,361,591
FIZZY SOFT DRINK 40,680,309
MOBILE PHONE 36,795,921
FUNCTIONAL (TREATMENT) SUPP. RANGE 41,236,020
WASHING POWDER 38,979,057
SHAMPOO 43,392,263
FUNCTIONAL (TREATMENT) SUPP. RANGE 42,363,373
WASHING LIQUID 45,000,097
WASHING LIQUID 47,882,441
HEALTH FOOD & DRINKS 46,021,379
SHAMPOO 48,078,163
TOOTHPASTE 46,036,525
OTHER FUNCTIONAL (TREATMENT) SUPP. 55,654,523
WASHING POWDER 52,540,341
TOOTHPASTE 59,213,505
FABRIC SOFTENER/FRESHENER 54,419,085
FABRIC SOFTENER/FRESHENER 59,782,462
GROWING-UP MILK (1-5YO) 62,793,398
GROWING-UP MILK (1-5YO) 61,233,467
63,123,389 OTHER FUNCTIONAL (TREATMENT) SUPP. 68,212,805
HAIR CARE RANGES
USD HAIR CARE RANGES 68,231,026
0 20,000,000 40,000,000 60,000,000
0 20,000,000 40,000,000 60,000,000

Source: Infosys 2015 2016 YTD

Top 20 doanh nghip chi tiu qung co ln nht 2016YTD
- Cc Doanh nghip Kinh Doanh ha m phm, ung v sa chim hu ht v tr, t 2015 Vinamilk vt ln P&G tr thnh
advertisers c chi tiu QC mnh tay nht ch sau Unilever

DIANA JSC 15,358,513 YAMAHA MOTOR VIETNAM (JV) 15,751,780

UNZA VIETNAM Co. Ltd. 16,491,275 ELIZABETH GENERAL SURGERY 16,591,954

NUTIFOOD JS Co. 16,843,555 BEIERSDORF AG (NIVEA Cosmetics) 16,988,401

SAMSUNG VINA Electronics Co. Ltd. 17,196,112 KIMBERLY-CLARK VIETNAM 19,244,870

BEIERSDORF AG (NIVEA Cosmetics) 17,552,627 2016YTD NHAT NHAT Traditional Med. 20,056,732
21,162,132
2015
ECO Pharmacy JS Co. 17,633,080 NUTIFOOD JS Co.
NHAT NHAT Traditional Med. 17,638,710 HOA THIEN PHU Pharma JS Co. 21,171,802

MASAN Food Corp 18,958,605 KINH DO Corporation 23,802,746

KIMBERLY-CLARK VIETNAM 19,550,158 MASAN Food Corp 24,108,173

SAMSUNG Electronics Corporation 25,063,276 ABBOTT Laboratories Inc. 25,935,844

SAO THAI DUONG JS Co. (Hygiene & Beauty) 26,704,265 SAO THAI DUONG JS Co. (Hygiene & Beauty) 26,570,845

ABBOTT Laboratories Inc. 26,840,682 COCA-COLA VIETNAM LTD. 31,330,205

COCA-COLA VIETNAM LTD. 32,866,935 PEPSICO VIETNAM 45,204,715

PEPSICO VIETNAM 33,038,357 NESTLE VIETNAM Ltd. 45,664,488

NESTLE VIETNAM Ltd. 35,831,479 ECO Pharmacy JS Co. 54,992,319

FRIESLAND CAMPINA VIETNAM 52,359,529 TAN HIEP PHAT Beverage Group 55,250,795

TAN HIEP PHAT Beverage Group 55,477,037 FRIESLAND CAMPINA VIETNAM 66,717,364

P&G VIETNAM CO. LTD. 98,793,719 P&G VIETNAM CO. LTD. 96,042,175

132,679,697 VINAMILK CORPORATION 126,505,815

VINAMILK CORPORATION
271,307,516 UNILEVER VIETNAM 295,330,069
UNILEVER VIETNAM

0 100,000,000 200,000,000 300,000,000 USD 0 100,000,000 200,000,000 300,000,000

Source: Infosys 2015 2016 YTD

 Top 20 nhn hiu chi tiu qung co ln nht 2016YTD

2016YTD 2015
OMO (Detergent) 9,585,673 13,067,229
SAMSUNG (Mobile Phone)
DIELAC ALPHA (Growing-up Milk Powder) 9,997,687 OPTIMUM GOLD (Growing-up Milk Powder) 13,451,670
SAMSUNG (TV SUHD) 10,097,006 HEAD & SHOULDERS (Unisex Shampoo) 13,735,891
TRESEMME (Hair care products) 10,651,346 DUTCH LADY (UHT Milk) 13,845,022
ARIEL (Washing Liquid) 10,788,845 NUMBER 1 (Energy Drink) 14,031,763
Dr.THANH (RTD Herbal Tea) 10,936,829 ALIPAS (Men's Healthy Supplement) 14,041,764
HEAD & SHOULDERS (Unisex Shampoo) 11,054,627 ARIEL (Washing Liquid) 15,623,230
CLEAR MEN (Men's Shampoo) 11,731,079 COCA-COLA (Aerated Soft Drink) 15,812,852
DOVE (Hair Care Lines) 11,927,377 ELIZABETH General Surgery 16,591,954
NUMBER 1 (Energy Drink) 12,025,750 SUNSILK (Hair Care Products) 17,017,934
DUTCH LADY (UHT Milk) 12,307,210 JEX (Natural Joint Pain Relief) 19,558,957
SUNSILK (Hair Care Products) 14,583,889 NESCAFE (Instant Coffee Mix) 19,748,959

SAMSUNG (Mobile Phone) 14,974,770 DOWNY (Fabric Conditioner) 20,123,595

COCA-COLA (Aerated Soft Drink) 15,646,674 OMO (Detergent) 21,304,871

19,493,805 P/S (Toothpaste) 22,433,933

VINAMILK (Fresh Milk)
19,594,870 CLEAR (Shampoo) 22,502,095
CLEAR (Shampoo)
22,340,452 DOVE (Hair Care Lines) 23,967,313
P/S (Toothpaste)
VINAMILK (Fresh Milk) 24,609,094
OMO (Washing Liquid) 23,975,319
OMO (Washing Liquid) 28,569,945
DOWNY (Fabric Conditioner) 25,018,101
COMFORT (Fabric Conditioner) 32,158,455
COMFORT (Fabric Conditioner) 25,678,512
0 10,000,000 20,000,000 30,000,000
0 10,000,000 20,000,000 30,000,000
USD

Source: Infosys 2015 2016 YTD

 Doanh thu Qung co trn cc u bo v tp ch (2015 2016 YTD)
- Trong cc u bo/ Tp ch, ch c duy nht Heritage cn c sc ht, v c s gia tng v doanh thu qung co
- Hu ht cc u bo v tp ch u suy gim doanh thu r rt

Magazines Newspaper Insertions (Ads) by years

THOI BAO KINH TE SAIGON 79749

1,057,552 LAO DONG 1,383,648
74441
80000
THOI TRANG TRE 1,042,008 NGUOI LAO DONG 1,665,396
70000
PHONG CACH - HARPER' S
BAZAAR 1,238,682 TIEN PHONG 1,177,064
2016YTD 60000
THE GIOI PHU NU CONG AN THANH PHO HO CHI 2016YTD
1,669,538 2015YTD MINH 1,868,676 50000 2015 YTD
DEP 2015YTD
1,372,798 DAU TU 2016 YTD
962,815 40000
DOANH NHAN SAI GON CUOI
TUAN 1,347,480 SAI GON GIAI PHONG 1,604,666 30000

NHIP CAU DAU TU 16532

2,482,536 AN NINH THU DO 1,730,606 20000 12401

TIEP THI & GIA DINH 5,446,680 SAI GON TIEP THI 10000
1,538,844

HERITAGE FASHION THANH NIEN 0

2,385,090 11,667,629 Magazine Newspaper
HERITAGE 3,682,175 TUOI TRE 15,272,338

0 2,000,000 4,000,000 6,000,000 0

USD
10,000,000 20,000,000

Source: Infosys 2016YTD Source: Infosys 2015

 Doanh thu Qung co trn cc knh Radio TNS c ghi nhn
Cost by Radio Channels 2016 YTD
Cost by Brands 2016 YTD
3,000,000 250,000
225,041
217,220

2,460,508 200,000
2,500,000 167,892

150,000

2,000,000 98,24690,111
100,000 76,41875,07773,88069,243
64,62563,46460,24259,37858,571
53,37151,76251,59649,18844,925
44
1,500,000 1,275,184 50,000

0
1,000,000

500,000

0
RADIO: VOH- RADIO: VOV3
FM WAVE - Xone FM
 Th phn cc Knh v doanh thu qung co 2016YTD
USD Rest of Values
Rest of Values
Other Cable
Other Cable
1,800,000,000 100% Local Channels (North)
Local Channels (North)
1,600,000,000 90% Local Channel (South)
Local Channel (South)
80%
1,400,000,000 VTC
VTC
70% HTVC
1,200,000,000 HTVC
60% VTVcab
1,000,000,000 VTVcab
50% SCTV
800,000,000 SCTV
40% CAN
CAN
600,000,000 30% DAN (VTV8, DRT)
DAN (VTV8, DRT)
400,000,000 20% VL
VL
200,000,000 10% HTV (HTV1,4,7,9)
HTV (HTV1,4,7,9)
0% VTV (1,2,3,4,5,6)
0 VTV (1,2,3,4,5,6) 2015 YTD 2016 YTD
2015 YTD 2016 YTD

11 thng u Nm 2016, t trng chi tiu QC cho nhm knh VTV v cc knh a phng u Gim
Nhm cc knh VTV Cab l c doanh thu v t trng doanh thu tng gn gp i, cho thy sc ht vi cc doanh nghip ngy cng mnh m

Source: Infosys 2016YTD

Source: Infosys 2015
 Top 20 knh c Doanh thu Qung co cao nht
( Data: Ghi nhn ca Kantar Media cha bao gm Gim gi)
200000000

180000000 Nhm knh ln: Ch c HTV7 l tng doanh thu, trong khi VTV3, Today TV, THVL1, VTV9 u gim doanh thu

160000000
Cc knh SCTV, Lets Viet, Yeah1 Family & Yeah1 TV, HTV2 tng doanh thu tt

140000000

120000000

100000000

80000000 2015YTD
2016YTD
60000000

40000000

20000000

Source: Infosys 2016, Ind 4+

 T l ngi xem truyn hnh ti cc th trng theo khung gi

HN rating cc khung gi ti 19:00 21:00 tt nht, HCM cc khung gi c Rating n nh l khung gi chiu v ti sau 21h.
Cc khung gi sng v tra v xu hng Rating n nh hn
Trong 11 thng 2016, Thng 2 v Thng 6 ghi nhn s st gim nh v T l ngi xem trn c 2 th trng gn ht cc khung gi

HA NOI HO CHI MINH

3.5
4
3
3.5
3 2.5

2.5 2
2
1.5
1.5
1
1
0.5 0.5

0 0

05:00 - 08:00 08:00 - 11:00 11:00 - 14:00 14:00 - 17:00 05:00 - 08:00 08:00 - 11:00 11:00 - 14:00 14:00 - 17:00

17:00 - 19:00 19:00 - 21:00 21:00 - 23:00

17:00 - 19:00 19:00 - 21:00 21:00 - 23:00

Source: Infosys 2016, Ind 4+

% Top 20 knh dn u th phn ngi xem ti cc th trng (2016YTD)
2016 2016
HN 2015 HCM 2015
YTD YTD
VTV3 15,3 VTV3 13.9 HTV7 (TH TP.HCM) 9,7 HTV7 (TH TP.HCM) 8.7
VTV1 14 VTV1 13.5 THVL1 (PTTH Vinh Long) 6,9 THVL1 (PTTH Vinh Long)
5.4
VTC7 - Today TV 5,6 ANTV 5.1 VTC7 - Today TV 4,1 VTC7 - Today TV 4.4
HN1 (PTTH Ha Noi) 4,7 HN1 (PTTH Ha Noi) 4.5 VTV9 3,9 VTV9 4.1
ANTV 4,2 VTC7 - Today TV 3.4 HTV9 (TH TP.HCM) 3,6 VTC9 - Lets Viet 3.5
Cartoon Network 3,2 Cartoon Network 3.2 SCTV14 3,4 HTV9 (TH TP.HCM) 3.4
VTVcab 7 - D Dramas 2,2 VTVcab 2 - Phim Viet 2.8 VTC9 - Lets Viet 3,2 HTV3
3.3
VTVcab 2 - Phim Viet 2,1 VTVcab 7 - D Dramas 2.7 VTV3 3,1 SCTV14
3.1
VTV6 1,8 VTV6 2.6 ANTV 2,7 HTV2 3
VTVcab 1 - Giai Tri TV 1,8 VTVcab 5 - E Channel 2.4 HTV2 2,7 VTV3
2.6
VTV2 1,7 VTV2 2.3 VTVcab 17 - Yeah1TV 2,7 SCTV9 2.1
VTC1 1,7 VTVcab 1 - Giai Tri TV 2.1 SCTV9 2,2 VTVcab 17 - Yeah1TV
2
VTC4 - Yeah1 Family 1,4 VTC9 - Lets Viet 1.5 HTV3 2,1 ANTV 1.9
VTVcab 5 - E Channel 1,4 Disney Channel 1.5 VTV1 2 VTVcab 2 - Phim Viet 1.8
SCTV14 1,3 HBO 1.5 Cartoon Network 1,7 VTV1 1.7
VTC9 - Lets Viet 1,3 VTVcab 12 - Style TV 1.5 VTC1 1,7 VTC1
1.5
Disney Channel 1,3 VTC1 1.3 SCTV - Phim Tong Hop 1,7 HTVC Gia Dinh 1.4
HBO 1,2 Cinemax 1.2 THVL2 (PTTH Vinh Long) 1,6 VTC4 - Yeah1 Family 1.4
HTV2 1,2 SCTV14 1 VTC4 - Yeah1 Family 1,5 Cartoon Network 1.4
VTVcab 12 - Style TV 1,2 VTVcab 16 - Bong Da TV 0.9 SCTV13 1,5 SCTV - Phim Tong Hop
1.3
Source: Infosys 2016, Ind 4+
 Th phn ngi xem theo cc nhm knh 2016 YTD (%)
Ngi xem khu vc pha Nam c thi quen xem phn tn hn khi la chn a dng cc nhm knh theo di, trong thu ht khn gi hn c l nhm
knh HTV, VL, SCTV
Trong khi, khn gi HN vn u i theo di VTV, VTVcab

HAN
VTV (1,2,3,4,5,6) HCM
100% VTV (1,2,3,4,5,6)
HTV (HTV1,4,7,9)
100%
HTV (HTV1,4,7,9)
90%
VL
90% VL
80% VTVcab
80% VTVcab
70% VTC
70% VTC
60% SCTV
60% SCTV
50% HTVC
50% HTVC
40% Other Cable 40% Other Cable
30% Local Channels (North) 30% Local Channels (North)

20% Local Channel (South) 20% Local Channel (South)

10% DAN (VTV8, DRT) 10% DAN (VTV8, DRT)

0% CAN 0% CAN
2013 2014 2015 2016YTD 2013 2014 2015 2016YTD

Source: Infosys 2016, Ind 4+

Top Phim (FTA) c rating tt nht trn cc th trng nm 2016YTD
Phim trn HTV v VTV vn thng tr v mc thu ht ngi xem vi Rating phim kh vt tri so vi cc knh Cable

HAN
HCM
gia pha cua dat (VTV1) 4.2
hanh phuc bat tan (HTV7) 3.7 nguyet thuc (VTV3) 4.3
vo oi bo nhe (HTV9) 3.8 mach ngam vung bien ai (VTV1) 4.4
mot thoi ngang doc (HTV9) 3.9
ngay mai anh sang (VTV3) 4.5
dung quen hoa hong (HTV7) 4.0
nu canh sat tap su (VTV3) 5.0
cuoi chong cho vo (HTV7) 4.1
lua chon cuoi cung (VTV1) 5.3
anh la trang em la sao (HTV7) 4.4
yeu con gai cua ke thu (HTV7) 4.5 nhung ngon nen trong dem (VTV3) 5.8

nguoi vo 100 ngay (HTV7) 4.6 hop dong hon nhan (VTV1) 7.0

con anh con em con nguoi ta (HTV7) 4.8 dong tien quy am (VTV1) 7.1
lay chong som lam gi (HTV7) 4.9 zippo mu tat va em (VTV3) 9.0
0 1 2 3 4 5 6 0 2 4 6 8 10

Source: Infosys 2016, Ind 4+

Top Phim (Cable) c rating tt nht trn cc th trng Nm 2016YTD
Ti HAN, phim ca Today TV, ANTV c Rating tt nht
Ti HCM, phim ca SCTV14 , Lets Viet, HTV2 chim lnh bng xp hng Rating phim ca cc knh Cable

HCM HN

tro choi hon nhan (SCTV14) 2.2 ngon lua trai tim (VTC7 - Today TV) 1.7
nguoi tinh anh trang (HTV2) 2.2 doi tai ngoai cam (ANTV) 1.8
nuoc mat chay nguoc (SCTV14) 2.3 truy tim cong ly (VTC7 - Today TV) 1.8
no la con toi (SCTV14) 2.3 song trong toi ac (VTVcab 1 - Giai Tri TV) 1.9
thien su toi loi (VTC9 - Lets Viet) 2.3 nguoi thua ke gia nghiep (ANTV) 2.0
mui doi (SCTV14) 2.3 biet doi chong khung bo (ANTV) 2.1
diep khuc tinh (SCTV14) 2.3 dinh menh (VTC7 - Today TV) 2.3
co dau 8 tuoi (VTC7 - Today TV) 2.3 con gai ong trum (ANTV) 2.6
nguoi chong dien (SCTV14) 2.6 nguoi van chuyen (ANTV) 2.8
mai anh dao (SCTV14) 2.6 co dau 8 tuoi (VTC7 - Today TV) 3.7
%
0 1 2 3 0 1 2 3 4

Source: Infosys 2016, Ind 4+

Top Chng trnh gii tr c rating tt nht trn cc th trng - Nm 2016YTD

HN
HCM

hoan doi cap doi (THVL1) 6.5 gala cuoi 2016 (VTV3) 8.8

sao noi ngoi (THVL1) 6.6 tim kiem tai nang vietnam's got 9.0

cuoi xuyen viet phien ban nghe si 6.6 zippo mu tat va em (VTV3) 9.0

bien hoa hoan hao (HTV7) 6.8 than tuong am nhac nhi (VTV3) 10.0

tieu lam tu tru (THVL1) 7.0 on gioi cau day roi (VTV3) 10.8

ky tai thach dau (HTV7) 7.3 hoa hau viet nam 2016 11.2

tinh bolero 2016 (THVL1) 7.3 guong mat than quen (VTV3) 11.7

nguoi hat tinh ca (THVL1) 7.8 guong mat than quen nhi (VTV3) 12.1

bi mat dem chu nhat (HTV7) 9.3 giong hat viet nhi (VTV3) 12.6
nguoi bi an (HTV7) 12.0 gap nhau cuoi nam (VTV) 12.9

0 2 4 6 8 10 12 14 0 2 4 6 8 10 12 14

Source: Infosys 2016, Ind 4+

THI QUEN ONLINE CA NGI VIT NAM
Source: Google Report 2016
Source: Google Report 2016
Source: Google Report 2016
Source: Google Report 2016
 NHN XT CHUNG
Television (TV): Tip tc l knh tip cn truyn thng ph bin nht vi khn gi Vit Nam, cng l knh
thu ht gi tr u t chi ph cho truyn thng ln nht.
S chuyn dch ngn sch t cc knh ln sang cc knh truyn hnh Cable ang din ra nhanh chng
cng vi s chuyn dch ngi xem.
Ngi xem Vit Nam ngy cng c nhiu la chn xem, ng ngha cng kh cho cc nhn hng trong la
chn tip cn ngi xem
Bo Tp ch giy (Print): Doanh s qung co st gim ng ngha mc tin tng vo hiu qu
truyn thng gim dn. Ch c u bo In-flight l Heritage c s gia tng doanh thu v vn thu ht n
nh doanh nghip tm n nh 1 knh qung co tp ch cn hiu qu

Radio: L knh truyn thng khng tht s thu ht chi tiu qung co. Phn ln hot ng qung co
Radio l n t cc doanh nghip vin thng, dc phm, hng khng, gia dng.

Internet: Phng tin khng th b qua v tip cn trc tip ti ngi tiu dng. y l knh tip cn
trc din ti tng c nhn. Thi quen tm kim thng tin v sn phm quyt nh mua sn phm tr
thnh thi quen thit yu. Youtube dn thay th TV tr thnh knh gii tr ph bin i vi c nhn