Advertising spending in Vietnam 2004-2018, by medium

In the past decade, TV was by far the largest advertising medium in Vietnam. In 2015, TV ad expenditure in Vietnam was estimated at 969 million U.S. dollars. Furthermore, the source predicted it would grow to approximately 1.3 billion U.S. dollars by 2018. In that year, the Vietnamese ad market was predicted to reach 1.46 billion U.S. dollars while the advertising market value of the Asia Pacific region reached 228.7 billion.

TV advertising in Vietnam

Figures from 2018 showed that the Vietnamese spent around 151 minutes on watching television every day. Due to the population’s trust in TV advertising and its reach in both urban and rural areas, TV proves to be an effective advertising medium, especially for FMCG. During the World Cup 2018, the men’s personal care brand Romano reached about 6.59 million TV viewers with their advertising spots.

The growth of Internet advertising

While the figures predicted that it was less likely for traditional newspapers and magazines to experience a growth in ad spending, internet advertising was forecasted to grow steadily. Especially with the rise of smart TV consumption, a bridge between TV and internet advertising has been built. In 2017, the majority of enterprises also stated that social media and online newspapers have become their main advertising channels.

Advertising spending in Vietnam from 2004 to 2018, by medium

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Release date

September 2016



Survey time period

2004 to 2013

Supplementary notes

* Estimate.
** Forecast.

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