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Vietnam has the second youngest population in Asia, with 60% under 25. Subscription TV penetration is growing at a phenomenal rate, reaching over three million homes by mid-2009.
Vietnam
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Actual
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%
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Population
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88,140,000
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|
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Total Homes
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22,035,000
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|
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Household Size
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4.0
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|
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TV Homes
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18,950,100
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86
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Multichannel Homes
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3,205,000
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17
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Internet Users
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21,524,417
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24
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Source: CASBAA, SNL Kagan, TNS Vietnam, Internet World Statistics (as of September 2009)
TV is the dominant medium, accounting for 72% of all ad spend in monitored areas. In the first half 2009, the share of viewing for the top third of income earners in six key cities in Vietnam increased to 38% in subscription TV homes; all the more astonishing compared to just 18% in 2008. The audience profile is skewed towards upscale men, who account for the largest share of viewing across all segments.
At mid-year 2009, GroupM predicted a TV ad spend increase in Vietnam of over 16%, with top advertisers including Unilever and Procter & Gamble. By category, telecommunications and milk are still leading the field. Newly licensed TV channels are causing further fragmentation and cable penetration growth estimates are as high as 20%. The TNS Media Habit Survey is a comprehensive study covering all types of media – television, radio, print and Internet – and is offered twice a year for four key markets, Hanoi, Danang, Ho Chi Min City and Can Tho, and once a year for Haiphong and Nha Trang. Product penetration and consumption are also much higher in subscription TV homes with a higher consumption of luxury items such as digital cameras (29%) and personal computers (59%).
Audience measurement is conducted by TNS Media Vietnam in the six major cities, although subscription TV homes’ penetration varies enormously by city, with Ho Chi Min the highest at 74.8%. Continuous television audience measurement (TAM) is available in four of the key markets in the country: Hanoi, Danang, Ho Chi Min and Can Tho. In addition, a TAM service is offered once a year for Haiphong and Nha Trang.
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