Why did the advertising price of Tao Quan 2021 increase to a record?

On January 11, 2021, the Center for Television Advertising and Services - Vietnam Television (TVAd) issued Notice No. 14/2021 on advertising prices for the program "Year-end Meeting -Tao Quan2021", broadcast at around 20:00 - 22:00 on February 11, 2021 (ie New Year's Eve) on VTV channels.

The advertising price in the Tao Quan 2021 Program just announced is said to be the highest since the program aired.

Artists in the Tao Quan program.

Accordingly, to have 10 seconds of advertising in this program, businesses will have to spend 325 million VND/broadcast. With a 15-second broadcast, the advertising price is 390 million VND/broadcast, 20 seconds is 487.5 million VND/broadcast and 650 million VND for 30 seconds/broadcast.

Advertising price list of the 2021 Year End Meeting Program.

In addition, the sponsorship offer ofTao Quan2021 was also leaked. To become a sponsor of this program, the brand must spend 2.5 billion VND. In return, the business will be able to broadcast TVC and display the brand's logo.

Invitation for sponsorship for Tao Quan Program 2021.

Previously, the advertising price list offered by TVAd in the 2020 Year-End Meeting Program according to Notice No. 03/2020 stated that the advertising price for 10 seconds was 200 million VND; 15 seconds was 240 million VND; 300 million VND for 20 seconds of advertising and 400 million VND for 30 seconds.

In 2019, the advertising price list offered by TVAd showed that the minimum price was 265 million VND for each 10-second TVC broadcast. For 15-second TVC, the price was 318 million VND/broadcast; 20-second TVC was 397,500,000 VND/broadcast.

Why did the price of Tao Quan increase to a record high?

The record-high advertising price of Tao Quan 2021 is completely understandable when the return of this program after 1 year of stopping broadcasting has caused a stir in the media as well as social networks. The fact that the public enthusiastically welcomed Tao Quan shows that this comedy program still has a record attraction and is the most anticipated spiritual food at the beginning of the new year.

As usual, Tao Quanhas a duration throughout the night of the 30th of Tet on all channels of the station, which means it occupies the entire rating of VTV during this important time. Advertising on Tao Quan is almost the only and most superior choice for brands, if they want to appear impressively on television right at the moment of New Year's Eve, instead of the first days of the year (when people focus on visiting and wishing).

Discussing the record advertising price list of Tao Quan 2021, Mr. Le Kieu Thuan - brand manager, a long-time expert in the field of advertising and marketing said: "In my opinion, with the heat of the program, this price is not too high. The program will still run out of advertising slots because many brands want to book in this rare golden time slot, especially the brands of big names in the consumer goods industry.

People should also understand that the consumer goods, pharmaceutical, construction, etc. industries have extremely large profit margins, so they are willing to spend several billion on a TV booking during the Lunar New Year - with high ratings, that is completely understandable."

After 1 year of stopping broadcasting, the Tao Quan program has caused a stir in the media as well as social networks.

Film appraisal and trading expert Nguyen Thanh Trung said that the increase in advertising prices between the breaks of the Tao Quan Program is a problem between the two sides, the TV station and the brand, generally reflecting the supply and demand rules of the free market and each time there will be different adjustments. "What makes the audience uncomfortable is the excessive advertising in the form of product placement (inserting images, product slogans right into the dialogue...) like in 2019. The commercial factor to maintain Tao Quan is important and that is the real challenge for the crew in balancing the values ​​to bring a work of art that is loved by the majority of the audience."

Currently, the artists are in the midst of intensive rehearsals for the 2021 Tao Quan Show. The show is expected to bring many emotions to the audience after a turbulent 2020.