Kantar Lanscape Vietnam

Download as pdf or txt
Download as pdf or txt
You are on page 1of 39

MEDIA LANDSCAPE

FROM COVID-19 TO THE NEW NORMAL

TUESDAY, OCTOBER 26, 2021


1 MEDIA LANDSCAPE in THE ERA OF COVID-19
MEDIA CONSUMPTION STATISTICS OVERVIEW
TV and Internet are 2 top-ranked media type in terms of usage.
Print newspaper, print magazines and radio account for a small proportion and generally tend to decrease.
Media type that used yesterday

98%
98%
98%
96%
96%
96%

86%
81%
79%
78%

78%
75%

71%
67%
67%
67%
66%
66%

7%
7%
7%
7%

6%
6%
5%
5%

4%

4%
4%
4%

4%
3%
3%

3%
3%
3%
3%

2%
2%

2%
1%
1%
Internet TV Newspaper online Newspaper print Magazine online Magazine print Radio

Average time spend by media type (minutes)


298
274 280 279 Q1-2020 Q2-2020 Q3-2020 Q4-2020 Q1-2021 Q2-2021
264
247

91 93 97 90 87 89

35 29 26
24 24 31 16 15 11 8 7 15 5 3 2 1 1 3 10 9 5 4 3 9 5 5 4 4 5 6

Base: All Internet TV Newspaper online Newspaper print Magazine online Magazine print Radio

Source: TGI, 4 cities, Pop, 15-54, FY2020 & Q1-Q2/2021


Primetime remained the same despite people having more free time at home during social distancing.
Rating Total TV (000), People 15-54
4 Cities Prime Prime
3500
time time Q1-2020
3000
Q2-2020
2500 Q3-2020
Q4-2020
2000
Q1-2021
1500
Q2-2021
1000 Q3-2021

500

18000 6 Regions
16000
14000
12000
 People watched TV more during the strict social 10000
8000
distancing guidelines under Directive No. 16 in their
6000
city/region. 4000
2000
 11:00-13:00 and 18:00-22:00 remained 2 time-bands
0

having most people watching TV.

Source: TAM 6 regions and 4 cities, FY2020 and Q1-15Sep 2021


Total TV rating from 2020 to now is on downtrend
Total TV Rating (%), P15-54, 06:00-24:00
4 Cities 6 Regions
20

15

10

0
Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20 Aug-20 Sep-20 Oct-20 Nov-20 Dec-20 Jan-21 Feb-21 Mar-21 Apr-21 May-21 Jun-21 Jul-21 Aug-21 Sep-21

Average audience view (minute), P15-54, 06:00-24:00


4 Cities 6 Regions

300

250

200

150

100
Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20 Aug-20 Sep-20 Oct-20 Nov-20 Dec-20 Jan-21 Feb-21 Mar-21 Apr-21 May-21 Jun-21 Jul-21 Aug-21 Sep-21

Source: TAM 6 regions and 4 cities, FY2020 and Jan-Sep 2021


There is no major changes in people's favourite TV program genres
The decline in the number of minutes watch occurred mainly for the Movies/Series category

Time spend per day (minute) by genre of P15-54 in Time spend per day (minute) by genre of P15-54 in
4 cities, 06:00-24:00 6 regions, 06:00-24:00
Average Audience
Average Audience
(All) [minutes] Movies, Series Entertainment News
(All) [minutes]
Movies, Series Entertainment News
45
70
40
60
35

50 30

40 25

20
30
15
20
10
10
5

0 0

* News included: News/Politics/Economics/Business/Headlines/General news

Source: TAM 6 regions and 4 cities, FY2020 and Q1-15Sep 2021


The growth of TV content/VOD*/online video in terms of user and time spend

Percentage of people watched TV content/VOD*/online video yesterday


14%
YoY growth

77% 84% 87% 85%


71% 73%

Q1-2020 Q2-2020 Q3-2020 Q4-2020 Q1-2021 Q2-2021

Average time spend per day for TV content/VOD*/online video (minute)


35%
YoY growth

124
109 112
82 83 88

*VOD: Online series/movies

Q1-2020 Q2-2020 Q3-2020 Q4-2020 Q1-2021 Q2-2021

Source: TGI, 4 cities, Pop, 15-54, FY2020 & Q1-Q2/2021


4
Despite that number sounds promising, those TV content/VOD* platforms still has a very long way to go in conquering the
Vietnamese market.
Since Vietnamese people are NOT willing to pay for it.

Subscription for watching TV content/VOD*


Pay No pay Any

88% 88% 89%


82% 83%
75%

19%
13%
8% 10% 8%
6% 7% 4% 4% 4% 4%
2%

Q1-2020 Q2-2020 Q3-2020 Q4-2020 Q1-2021 Q2-2021

Base: People do watch TV content/VOD*


*VOD: Online series/movies

Source: TGI, 4 cities, Pop, 15-54, FY2020 & Q1-Q2/2021


After smartphone/tablet, TV screen becomes favorite device for watching TV content/VOD*/online video

Device to watch TV content/VOD*/online video

95%
93% 92%
90%
85%
82%

75%
Q1-2020

65% Q2-2020
62%
59% Q3-2020
55%
Q4-2020
49%
Q1-2021
Q2-2021
36%

27%
25%
20% 19% 20%

PC/Laptop TV Smartphone/Tablet

*VOD: Online series/movies

Source: TGI, 4 cities, Pop, 15-54, FY2020 & Q1-Q2/2021


Households connected to TV cable have decreased, while IPTV keeps increasing

Modes of TV signal reception


 Internet TV became the new trend in
many household.
 Households connected to TV cable have 59%
Q1-2020
decreased, while IPTV keeps increasing. 53% 53% Q2-2020
49%
47% 46% 46% 46% 47% Q3-2020

42% Q4-2020
40% 39%
Q1-2021
Q2-2021

6% 7% 6%
5% 4% 5%

TV cable Internet protocol television (IPTV) Others

Base: Household who own TV set

Source: TGI, 4 cities, Household, FY2020 & Q1-Q2/2021


Streaming services aren't the only thing putting pressure on traditional TV.
Both are part of a wider competition for the consumer’s free time with other
media formats on THE INTERNET.
What people are actually doing on the Internet
The pandemic has accelerated the shift towards a more digital world and triggered increase in
Communications/Entertainment and Online shopping.

Top purposes of using internet by any devices


Q1-2020 Q2-2020 Q3-2020 Q4-2020 Q1-2021 Q2-2021

Social
Communication Online shopping/banking Entertainment
Network
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Emailing Instant messaging Making internet Making video Social Networking Online shopping Online banking Paying bills and Listening to music Watching TV Watching movies Watching online Playing games
voice calls calls and personal other admin programs & TV videos online
finance series

Source: TGI, 4 cities, Pop, 15-54, FY2020 & Q1-Q2/2021


Where they access the Internet
No longer not only accessing the internet from those fixed places: At home/At the office or place of work/In Internet café,
but people also now need to stay connected “anywhere”, even on the move.

Places to access the Internet

97%
97%
At home 97%
96%
96%
96%

59%

At work 50%
48%
52% Q2-2021
50%
Q1-2021
63%
Q4-2020
Internet cafe 54%
51% Q3-2020
52%
48%
Q2-2020
38% Q1-2020

On the move 33%


24%
22%
22%

34%

Others 24%
23%
20%
20%

Source: TGI, 4 cities, Pop, 15-54, FY2020 & Q1-Q2/2021


Which devices they use
Smartphones become the most popular device used to access the internet.
While internet TV have pulled away from desktop/laptops to become the second popular device.

Devices for accessing the Internet

Q1-2020 Q2-2020 Q3-2020 Q4-2020 Q1-2021 Q2-2021

96% 95% 95% 96% 96% 97%

75%
67% 68%
65% 66%
59%

46%

35% 36% 36% 35%


30%

20%
17% 17%
14% 14% 15%

Tablet PC Desktop/Laptop Internet enabled TV Smartphone/mobile phone

Source: TGI, 4 cities, Pop, 15-54, FY2020 & Q1-Q2/2021


When is the peak hours of Vietnam internet users?
There is not much different in the time of day to use the internet of people in 4 cities.
It typically happens from 8-11 AM, 12AM-13PM and the peak falls to 8-9PM.

Percentage of respondents choose the time of day which they use the Internet

Q1-2020 Q2-2020 Q3-2020 Q4-2020 Q1-2021 Q2-2021


90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
Before 6.00 6.00 - 8.00 8.00 - 11.00 11.00 - 12.00 - 13.00 - 16.00 - 17.00 - 18.00 - 19.00 - 20.00 - 21.00 - 22.00 - 23.00 - After 24.00
12.00 13.00 16.00 17.00 18.00 19.00 20.00 21.00 22.00 23.00 24.00

Source: TGI, 4 cities, Pop, 15-54, FY2020 & Q1-Q2/2021


OPPORTUNITIES & CHALLENGES
2 of Media & Television Industry
CHALLENGES
CONSUMER ATTITUDES, HABITS AND EXPECTATIONS


“ 42% 54% 58% 1 in 3

Feel the pandemic has affected Have felt an impact on Pay more attention to the People are now comfortable
their mental health their income products on sale returning to their day-to-day
activities

With the Covid-19 vaccination programme, a resumption of everyday life is on the horizon.
People have less anxiety, feel more secure, and are more open to re-engaging with the world.
This is a welcome development, but the long-term outlook is still challenging for a lot of people.

Source: https://www.kantar.com/inspiration/coronavirus/covid-19-barometer-consumer-attitudes-habits-and-expectations-revisited
COVID-19 IS CHANGING CONSUMER BEHAVIOR – AND THEREFORE ADVERTISING…

Advertising budgets have evolved in reaction to changes in consumer behavior.

Out-of-home, cinema
In-home media The number of people
advertising and print
consumption watching TV
advertising

has increased but


fell instantly due to social
has increased digital consumption
distancing
has surged much more.

Photo: Huynh Truong Giang


1 THE CORONAVIRUS PANDEMIC HAS CAUSED A CONSIDERABLE DROP IN
ADVERTISING SPENDING
The advertising industry made a steady recovery in H1-2021, with total ad spend in H1’2021 +19.7% vs H1’2020.

Source: Kantar Report, Advertising expenditure by country, H1’ 2021


THE CORONAVIRUS PANDEMIC HAS CAUSED A CONSIDERABLE DROP IN
ADVERTISING SPENDING
However, the 4th Covid-19 wave has made a massive impact on the advertising spend from Q2-2021 onwards
Advertising spending began to decrease from May and fell sharply when we entered strict lockdown:
 Ad spend of the Top 3 categories (accounting for 66.8% in 1H 2021) in July 2021 decreased by 12% compared to pre-lockdown
 Ad spend of Top 10 advertisers (accounting for 50.5% 1H 2021) in July 2021 decreased by 21% compared to pre-lockdown

TV Ad spend 2020 vs. H1.2021 by month (Cost in million USD)

TOP 3 Categories 2020 TOP 3 Categories 2021 Others Categories 2020 Others Categories 2021

160 By category By advertiser


140
140
Covid 4th wave, 2021 Covid 4th wave, 2021
120
120

100 100

80 80

60 60

40 40

20 20

- 0
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

Note: (1) Spot Ad price is at least 1.0 USD; (2) Adspend (USD) net of VAT;
(3) TV ads with duration longer than 180 seconds excluded; (4) As defined at the official rate card of channels; Source: AdEx in TV/Press/Radio
(5) Spots type, excluded TV shopping/Public annoucement/Classified Ads
THE CORONAVIRUS PANDEMIC HAS CAUSED A CONSIDERABLE DROP IN
ADVERTISING SPENDING
Other media type to have seen drop in ad spending in that timeframe include radio and print as well.
Total ad spend by TV/radio/magazine is on downtrend and continued to decrease significantly.

Total ad spend by media type


(Cost in million USD)
TV PRINT RADIO
200
Covid 4th wave
180

160

140

120

100

80

60

40

20

-
Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20 Aug-20 Sep-20 Oct-20 Nov-20 Dec-20 Jan-21 Feb-21 Mar-21 Apr-21 May-21 Jun-21 Jul-21 Aug-21

Note: (1) Spot Ad price is at least 1.0 USD; (2) Adspend (USD) net of VAT;
(3) TV ads with duration longer than 180 seconds excluded; (4) As defined at the official rate card of channels; Source: AdEx in TV/Press/Radio
(5) Spots type, excluded TV shopping/Public annoucement/Classified Ads
1
2 REDUCING CONSUMER CONSUMPTION MAY AFFECT TO
THE ADVERTISING RECOVERY
Consumers now prioritize for Food as one of the most essential items, while significantly cut back spending on other products.

Retail Sales Of Consumer Goods & Services Consumer Goods – By Sectors


Monthly growth - YOY YTD Aug'21 - YOY

30.9%
Food 4.5%

8.2% 9.2%
6.4%
Households Appliances
-1.0%

-6.6%

Significant decreased
Garment
-19.8%

-28.4%
-31.3%

Vehicles & spare parts

Jan-21 Feb-21 Mar-21 Apr-21 May-21 Jun-21 Jul-21 Aug-21 Sep-21

Source: General Statistics Office of Vietnam


3 THE RISE OF OTT PLATFORMS
Vietnam is one of the markets where OTT has fastest growing in Southeast Asia.

36 millions users Smartphone and smart TV are the most important device for
37% penetration Vietnam OTT consumption.

Device penetration among OTT viewers

Vietnam: 84%
89%

67%
Vietnam: 48%
65%

45%
40%

31% 29%
24%
average OTT penetration
across Southeast Asia 17%

180MM
Smartphone Laptop Smart TV Desktop/ Tablet Digital Set Gaming Casting
OTT viewers in Southeast Asia Computer Topbox Console device

Source: The future of TV – A report on the state of OTT in SouthEast Asia – The Trade Desk & Kantar,
September 2020
THE RISE OF OTT PLATFORMS

1 Consumers embrace ads for free content. 2 OTT consumption is beginning to rival traditional TV
92% of Vietnamese audience are open to view more
than 1 ad in exchange for free content

Number of acceptable ads in one hour of free


content of Vietnam viewer Vietnam viewer segments by OTT usage in a day

1 2 to 3 4 or more Casual (<1 hour) Moderate (1-<4 hours) Heavy (>4 hours)

8% 9%

31%
18%
of OTT users in the region 39%
are heavy users

61%
89% 52%
of Southeast Asian OTT
viewers are open to
viewing ads in exchange
for free content.

Source: The future of TV – A report on the state of OTT in SouthEast Asia – The Trade Desk & Kantar,
September 2020
In terms of media consumption habits, changes are inevitable due to Covid-19 and
the rise of OTT or digital content.
However, does this mean that they will supersede television viewership?

While this is a possibility in the future, television medium isn’t going to fade away
soon. Though the audience’s television consumption and behaviors is bound to see a
shift, television will still be one of dominant medium for the next years.
OPPORTUNITIES
1 TV AD’S PRIME POSITION IN ADVERSITING

Multi-sensory attention, the quality of ad, unrivalled reach and penetration, are proof of TV advertising’s continued
relevance, especially considering the rising consumer disillusionment with the state of internet ad or mobile ad manifested in ad-
blocking or skipping.

Reaction to types of advertising media


Watch Do not Watch

TV
Internet Mobile phone

19% 18% 18% 18% 18% 17%

53% 50%
61% 61%
66%
74% 71% 73% 71%
78% 82% 85%

77% 76% 75% 73% 69% 74%

46% 50%
39% 39%
34%
24% 26% 26% 28%
20% 16% 13%

Q1-2020 Q2-2020 Q3-2020 Q4-2020 Q1-2021 Q2-2021 Q1-2020 Q2-2020 Q3-2020 Q4-2020 Q1-2021 Q2-2021 Q1-2020 Q2-2020 Q3-2020 Q4-2020 Q1-2021 Q2-2021

Source: TGI, 4 cities, Pop, 15-54, FY2020 & Q1-Q2/2021


2 TV AD is THE MOST TRUSTED MEDIA

A third of respondent found TV ads the most useful for making purchasing decision.
More than 50% of group 35+, who are main shoppers in household, ‘’accept’’ TV ad, while younger one have more positive attitude to social
network ad.
Using demographic variables such as age group helps brands to understand their target consumer’s response to advertising and find effective
ways to communicate with them.

Media type respondent pays the most attention to in Media type respondent finds ads most useful for
advertisement by age group 45-54 35-44 25-34 15-24 making purchasing decisions by age group

60% 65%
37% 42%
22% TV 28%
14% 18%

4% 4%
7% 6%
8% Mobile phone 9%
11% 12%

5% 4%
7% Outdoor billboard/ 5%
5% 4%
3% poster advertising 2%

19% 15%
36% 31%
47% Social network 42%
53% 47%

2% 2%
3% 4%
3% News Website/App 4%
2% 3%

9% 9%
11% 12%
13% Others 14%
17% 17%

Source: TGI, 4 cities, Pop, 15-54, FY2020 & Q1-Q2/2021


3 TV AD ARE A RELIABLE & CREDIBLE SOURCE OF INFORMATION

TV ads consistently appear in the top sources of product discovery among main shoppers.

TV Ad should be designed to meet the


needs of consumers who are eager for
transparent, reliable data & fresh
insights.

Of respondents to discover a product* Of respondents to find details about a


on TV programs/commercials product* on TV programs/commercials

*Product: Technology/Electronic household/Body care/Beauty and care/Beer/Non-alcoholic drink/Milk/Cooking oil,


sauces, seasoning/Instant noodles, rice noodles, vermicelli, noodle, porridge products.
*Base: Main Shoppers

Source: TGI, 4 cities, Pop, 15-54, FY2020 & Q1-Q2/2021


ADAPT AND LONG-TERM TRANSFORM WITH COVID-19

Oxford University’s Saïd Business School conducted the study into media effectiveness based on
an analysis of Kantar’s CrossMedia database. The analysis covered 1,105 multi-media
campaigns (including paid, owned and earned media) with an average spend of $12m and a total
spend of $13bn, across 557 brands and 51 different countries.

1 2 3 4 5 6 7 8 9
TV TV TV TV TV TV TV

Major channel(s) TV Online Display Radio YouTube Outdoor Outdoor Newspaper Facebook Facebook

Outdoor

Facebook Online display


Minor channel(s) Online video Outdoor Outdoor Outdoor
Online display Facebook

In eight out of the nine media plan clusters, TV is the dominant channel,
used in combination with other major or minor channels.

Source: https://www.kantar.com/inspiration/advertising-media/building-brand-equity-is-there-a-recipe-for-media-effectiveness?
ADAPT AND LONG-TERM TRANSFORM WITH COVID-19

Each of these nine clusters was then explored to understand their synergistic contribution to the
brand objectives. And here’s the best performing media plans, in which TV remains a true
heavyweight.

Major channel(s) Minor channel(s)


Awareness TV / Newspapers Outdoor
Association TV / Facebook / Outdoor
Consideration TV / YouTube Facebook / Online display
Motivation TV / Facebook / Outdoor

Campaigns that underdeliver often invest too heavily in one or two channels and should consider the
synergistic effects of a better channel mix.

TV advertising is still an effective bedrock for campaigns, but shouldn’t dominate investment.

The combination of digital and offline channels is a powerful mix and should be considered carefully
in line with campaign objectives.

Source: https://www.kantar.com/inspiration/advertising-media/building-brand-equity-is-there-a-recipe-for-media-effectiveness?
4 CITIES IS GOOD BUT 6 REGIONS IS EVEN BETTER

AUDIENCE
MEASUREMENT Ha Noi

Da Nang

Can Tho
Ho Chi Minh
1 6 REGIONS’S TAM DATA BRINGS "HIDDEN" AUDIENCES TO LIGHT

REACH (000), Audience: Female 15-54

6 regions 4 cities

22,389 21,640 22,726

4,016 3,991 4,039

Prime-time Non prime-time


06:00-11:00 06:00 – 24:00
11:00-13:00
13:00-17:00
17:00-22:00
22:00-24:00

Source: TAM 6 regions and 4 cities, Q2-2021


6 REGIONS’S TAM DATA BRINGS "HIDDEN" AUDIENCES TO LIGHT
 In addition to the TAM 4 cities, TAM 6 regions supports brands to understand the impact of their ads on the audiences they
want to influence, in a more “nationwide’’ scale.
 There are more criteria to evaluate ad performance: The cost per each 1,000 audiences (Cost/Contact) in 6 regions is
lower than 4 cities.

Case study: Reach Female 15-54 – Campaign KOL TOC TIEN 15sec Case study: Reach Female 15-54 – Campaign Powder Detergent 15sec

Cost/Cont: 13 USD
Cost/Cont: 20 USD

18,975 19,010

3,860 3,744
1+ (000)
6 regions 4 cities

Cost/Cont: 34 USD Cost/Cont: 28 USD

Source: TAM 6 regions and 4 cities, Q2-2021


2 6 REGIONS’S TAM DATA HELPS BETTER PLANNING AND ADVERTISING SUPPORTS

Determine TV watching habits and audience’s taste support in planning and building TV programs.
For example: In general, Vietnamese series is the favorite TV genre… but the preferences for the series are different.
From the Central to the North, people prefer Vietnamese series, while from the Central to the South, the taste is more diverse.

TOP 10 series with highest Rating (%) in Q3-2021

Country
Vietnam

India

China

Korea

Hongkong

Thailand

Turkey

Source: TAM 6 regions and 4 cities, Q3-2021 (till 15-Sep)


6 REGIONS’S TAM DATA HELPS BETTER PLANNING AND ADVERTISING SUPPORTS
Take a closer look, even with the Vietnamese Series, regional tastes are also evident: people in the North and the
surrounding regions prefer to watch Vietnamese movies on VTV3, while the Southwest and surrounding regions watch
more bold Southern culture series on THVL1.
Audience: Female 15-54 , 06:00-24:00, Q2/2021
Top 5 Vietnam series has highest Rating (%) in Red River Delta Top 5 Vietnam series has highest Rating (%) in Mekong Delta
huong duong nguoc nang (VTV3) ho so ca sau (VTV1) hay noi loi yeu (VTV1) nghiep sinh tu (THVL1) sui gia khac khau (THVL1) canh bac tinh yeu (THVL1)
Rtg(%) mua hoa tim lai (VTV3) tro ve giua yeu thuong (VTV1) Rtg(%) the thai nhan tinh (THDT/THTPCT) chi em nha dong cac (VTV8/VTC9)
10 9

9 8

8
7

7
6
6
5
5
4
4
3
3
2
2

1 1

0 0
0 1 2 Northern
3 4 5 6 7 8 9 0 1 2 Northern
3 4 5 & 6 7 8 9
North Central & Central North Central Central
4 cites 6 regions Midlands & Red River Delta
Axis Title South East Mekong Delta 4 cites 6 regions Midlands & Red River Delta
Axis Title South East Mekong Delta
Central Coast Highlands Central Coast Highlands
i i

Source: TAM 6 regions and 4 cities, Q2-2021


KEY TAKEAWAYS
• Media consumption and habits are becoming more diverse and fragmented,
especially online activities. Advertisers need to leverage data analytics to
reach the right target, with the right message.
• Best performing media plans have TV remains an anchor.
• TV plays the biggest role in reaching and deliver impactful advertising messages,
especially for the age group who is main shopper in household (group 35+).
• Integrate 4 cities and 6 regions audience measurement gathers key
information for the better planning and advertising supports.
THANK YOU FOR YOUR ATTENTION

FOLLOW KANTAR MEDIA VIETNAM


About Kantar Media

Kantar Media is a global leader in media intelligence, providing clients Facebook.com/KantarMediaVietnam


with the data they need to make informed decisions on all aspects of
media measurement, monitoring and selection. Part of Kantar, the data
Linkedin.com/company/KantarMediaVietnam
investment management arm of WPP, Kantar Media provides the most
comprehensive and accurate intelligence on media consumption,
performance and value. [email protected]

You might also like