Which program has the highest advertising price on VTV?

Thanks to changes in filmmaking thinking, along with investment in settings, scripts and technology, Vietnamese television dramas on VTV have developed strongly and have had a clear transformation in recent years.

According to statistics from VietNam-Tam - Audience Quantification Measurement System, in the past 2 years, TV drama ratings have increased dramatically, peaking atLiving with mother-in-lawandThe Judge- two movies that took the world by storm in 2017.

At the time of airing in August 2017, the price of advertising in the filmThe JudgeHighnearly 3 times more than the same time slot. Accordingly, Vietnamese movies broadcast at the same time slot 9:30-10:30 pm on VTV3 channel areThe Abyss of the Shapeonly costs 80 million VND/30s butThe Judgeis 220 million/30s.

220 million/30 seconds is also the "peak" advertising price that Vietnamese TV dramas have ever had. This is also the same price, even higher than some game shows, reality TV shows broadcast during prime time on weekends (Saturday, Sunday).

AfterThe JudgeandLiving with mother-in-law,Vietnamese television dramas continue to develop. At the end of 2017, VTV attracted attention withMissing someone.

By 2018, VTV had several film projects of interest, the most prominent of which wereA lifetime of grudges(part 1, 2),That day I fell in love. And indispensableQuynh doll- The work caused a lot of noise before being temporarily suspended from broadcasting.

Since the policy of high-quality Vietnamese films on prime time, VTV usually has about 4 films aired each week. Vietnamese films are aired in two prime time slots, including: from Monday to Friday in the time slot 20:45-21:45 on VTV1, and from Monday to Thursday in the time slot 21:45-22:45 on VTV3.

Each time slot will have two movies airing alternately during the week. Currently, the time slot is 8:45-9:45 pm on VTV1, from Monday to Wednesday.Saigon beauty, Thursday and Friday movie screeningsHappiness is not at the end of the road(previouslyQuynh doll).

Similarly, the 9:45-10:45 pm time slot on VTV3 also broadcasts two Vietnamese films a week.That day I fell in loveaired on Monday and Tuesday. Meanwhile,A lifetime of grudgesThe remaining two evenings are Wednesday and Thursday. From Friday evening to the end of the weekend, VTV3 will be reserved for game shows and reality TV.

Although they are both feature films on VTV prime time, the advertising prices of the films are different. According to a survey by reporters, the advertising prices of films on VTV3 are usually higher than VTV1.

That's why it's the same movie that took the world by storm in 2017, butLiving with mother-in-law(broadcast on VTV1) has a peak advertising price of 180 million/30 seconds, whileThe Judge(broadcast on VTV3) is 220 million/30 seconds.

The popularity of the film is considered to be the decisive factor in advertising prices. Since the beginning of the year, no film on VTV has surpassed the advertising price ofThe JudgeasLiving with mother-in-law.

According to the price list of VTV's Advertising and Television Services Center, the feature film with the highest advertising price on VTV is currentlyA lifetime of grudgeswith a price of 160 million/30 seconds. While other movies are lower,That day I fell in loveis 140 million/30s,Saigon beautyis 75 million/30s, andHappiness is not at the end of the roadis 100 million/30s.

While the current price for movie advertising ranges from 75-160 million/30 seconds, the price for game show advertising is much higher. The Debut has an advertising price of 210 million/30 seconds. Familiar Faces is 200 million/30 seconds, while The Voice leads with 220 million/30 seconds.

Doing simple calculations, we can see that with just 10 minutes of advertising during the broadcast of The Debut, VTV earned about 4.2 billion VND. At the same rate, with Familiar Faces, the station earned 4 billion, and The Voice was 4.4 billion.

The show's appeal has been criticized for decreasing since its 6th season, but the advertising price is still 200 million/30 seconds.

Thus, the advertising price between game shows, reality TV and movies has a relatively large difference. Only moviesThe Judgeof 2017 is that the advertising price is equivalent to game shows. Since then, no show on VTV can "match" game shows in terms of advertising price.

Even a TV series that is considered "hot" still costs less than a game show that has cooled down. The case of the movieQuynh dolland the game show Familiar Faces.

Quynh dollis a film that received a lot of attention from the audience at the time of broadcast but the advertising price is 100 million/30 seconds. Meanwhile, The Face of the King was commented to have lost its appeal when it was organized to the 6th season but the advertising price is still 200 million/30 seconds, double the movie.Quynh doll.

A representative of a media and advertising company - a unit specializing in intermediary work between businesses and VTV's Advertising Center - said that the reason for such a difference is because Familiar Faces airs during prime time on the weekend on VTV3, has only one episode per week and the rating is still higher than the movie.

In fact, according to the statistical report of the Audience Measurement and Quantification System, the prime time on Saturday and Sunday evenings often has higher ratings than the prime time on other days of the week. This is the time when the programs on the radio attract the largest and most numerous audiences and bring in a significant amount of revenue.

Because of higher ratings, prime time on Saturday and Sunday nights becomes more "valuable" than prime time on Friday nights and other days of the week, and is more sought after by businesses and brands.

On VTV3 today, weekend evenings (Friday, Saturday, Sunday) are almost entirely dedicated to game shows, including music game shows, comedy game shows and other reality TV shows.

The game shows currently on air are The Debut (Project No. 1), Gentlemen's War, Familiar Faces and The Voice. It is not difficult to see that music game shows still dominate with 3 programs.

All of the above game shows are produced by private production units, who create their own formats or buy the program copyright from abroad, then cooperate with VTV to broadcast.

With reality TV, VTV usually does not interfere much in the production stage. The private unit decides almost everything from finance, calling for sponsorship, competition format, choosing judges, and recruiting contestants.

But advertising prices before and during the program are still announced by VTV's Advertising and Service Center.