Vietnam Media Landscape H1 2017

VIETNAM MEDIA
LANDSCAPE – H1 2017
GroupM Knowledge | Aug 2017
AGENDA
1. Vietnam Overview
2. Vietnam Media Landscape
• TV
• Digital
• Print
• Radio
• OOH
• Cinema
2
VIETNAM
OVERVIEW
3
VIETNAM HIGHLIGHTS H1 2017
GDP growth 2016: 6.21%
93.7 million people
H1 2017: 5.73%
114.9 Million
Active mobile
Country’s Exports 2016: 176.6b US$ subscriptions
median age: 30.4 y.o. H1 2017: 97.7b US$
49.7 Million
~ 24.4 Million of Imports 2016 : 174.8b US$
Internet users
households (*) H1 2017 : 100.5b US$
49.0 Million
Urban pop: Rural pop GDP 2016: 205b US$ 3G connection
(35.1% : 64.9%) H1 2017: 91.8b US$ subscriptions
46 Million
Male : Female GDP per capita 2016: 2,215 US$
(49.3% : 50.7%)
Social media
active users
4 Source: Vietnam General Statistic Office – Jul 2017, Vietnam Telecommunication Authority (VNTA) – Jul 2017,
GroupM Knowledge Vietnam
GLOBAL CONSUMER CONFIDENCE INDEX Q2 2017

 Global consumer confidence went up 3 points from Q4
2016 to a score of 104 as optimism continues to rise in many 136
markets around the world –
128
44 of 63 markets finished the 2nd quarter with higher 123
consumer confidence scores 118
114
Five of the world’s top 10 economies posted optimistic 111 112
108
scores of 100 or higher: US (118), China (112), Germany 104 103
101 102
(103), India (128). Japan showed confidence to gain 13 101
points (to 86) vs Q4 2016. Conversely, the UK posted a 99

decline of 3 points (99)
In North America, consumer confidence remained higher 86
than any other region globally, with an index of 117. U.S
remained on solid footing with a score of 118, despite of 5
73
points decrease vs Q4 2016.
In Europe, confidence increased 5 points, continued on an
upward trajectory for the 9th consecutive quarter, as 22 of 33 Global APAC USA China India Japan Germany UK
countries posted index increases, resulting in a regional
score of 85. Q4 2016 Q2 2017
In APAC: confidence strengthened modestly, rising 3 This is a global online survey conducted quarterly by Nielsen since 2005, currently
points to 114. 8 of 14 markets posted scores above the include over 30,000 respondents from 63 countries including 14 from Asia Pacific.
optimism baseline of 100 points. SOURCE: Nielsen Global Consumer Confidence Survey, Q2 2017
5
CONSUMER CONFIDENCE INDEX Q2 2017 – ASEAN

Compared to Q4 2016, confidence gains were seen in Malaysia (up 10 points to 94), Vietnam (up 5 points to 117),
Singapore (up 3 points), Indonesia (up 1 point). Countries that showed confidence declines include Thailand (down 3
points to 107) and Philippines (down 2 points to 130). Despite of its decrease, consumer confidence score in
Philippines of 130 was the highest in the region (and also global)
132
130
120 121
117
114
111 112
110
107
104
101
94
89
86
84
Global APAC Indonesia Malaysia Philippines Singapore Thailand Vietnam

Q4 2016 Q2 2017
6 SOURCE: Nielsen Global Consumer Confidence Survey, Q2 2017

VIETNAM
MEDIA LANDSCAPE
7
OVERALL MEDIA PENETRATION IN 6 KEY URBAN CITIES
• Media penetration increases in 2016 vs 2015 across all type of media, especially internet penetration (from 74% to 85%)
and mobile internet penetration (from 68% to 82%).
• Total TV penetration remain stable with a very slight increase (from 94% to 95%, the increase mostly comes from Pay-TV
– from 86% to 92%) and TV is still the medium with highest penetration, although the penetration gap with other media
has been narrowed.
• Newspaper and magazine penetration increases considerably with the growth of online newspapers and magazines.
+ 6% + 11% + 14% + 8% % Media Penetration

93 94 95 92 89 84 92
86 85 82 82
80
74 71 67
64 68
53
42 39
31 29 30
26 23 23
16
TTV Viewers Pay TV Internet Users Mobile OOH Noticed Newspaper Magazine Radio Cinema
- P1M Viewers - - P3M Internet users - P1M Readers - Readers - Listeners - Visitors -
P1M - P3M P1M P3M P1M P12M
3D 2013 3D 2015 3D 2016
Remain stable
P1M: Past one month - P3M: Past 3 months
8
Source: 3D 2016, 2015, 2013 Base – 2013 N=2970 I 2015 N=2900 I 2015 N=2900 urban adults aged 15-49 Increased
TIME SPENT ON INTERNET SURPASSED TV IN 2016

In additional of the growth of urban internet penetration, the average time spent online daily in urban Vietnam is also rapidly
approaching and even exceed the average time spent watching television in 2016 (115 minutes per day for Internet and 110
minutes per day for television)
126
Minutes per Average Day
115
108 110
95
82
33 36
31
20
15
9 12 10
6
TV Newspapers Magazines Radio Internet
3D 2013 3D 2015 3D 2016
QUESTION: How many hours do you spend on TV/ Newspaper/ Magazines/ Radio/ Internet?
9
Source: 3D 2016, 2015, 2013 Base – 2013 N=2970 I 2015 N=2900 I 2015 N=2900 urban adults aged 15-49
SMARTPHONE AS KEY DEVICE TO ACCESS INTERNET
Smartphone is key device to access the internet among urban internet users (85% in 2016 vs 16% in 2013),
followed by ipad and tablet (increased from 4% in 2013 to 10% in 2016), while usage of desktop and laptop
decrease significantly from 2013 to 2016
Desktop GPRS Mobile phone Laptop
66% 15% 35%
32% 8% 34%
19% 5% 19%
Smartphone Ipad Tablet

16% 4% 4%
78% 7% 9%
85% 10% 10%
3D 2013 3D 2015 3D 2016

QUESTION: MI4 - Which devices do you use to access the internet?
10 Source: 3D 2013 (N=1,812), 2015 (N=2,092), 2016 (N=2395) urban adults aged 15-49 accessed Internet in past 3 months
USING MOBILE BECOMES A KEY MEDIA CONSUMPTION ACTIVITY
11 Source : Kantar Media Vietnam, Media Habit Survey 2016 (Base: Population 15-54)
TOTAL ADEX – H1 2017 VS H1 2016
• Adspend on TV and print have witnessed a decrease (5% and 15% respectively) compared to the same period last
year. Only Adspend in Radio grows significantly, due to the 4 additional channels in Kantar’s radio monitoring list vs H1
2016.
• Total adspend (TV, Print, Radio) decrease 4%.
%Total Adex
H1 2016 H1 2017 % Change H1 2016 H1 2017
TV 20,405.43 19,295.04 96% 95%

-5%
Print 764.48 648.57 -15%
Radio 42.65 398.57 +834%(*)
Total 21,211.99 20,342.18 -4% 4% 3% 0% 2%
Unit: Billion VND TV Print Radio
(*) % increase Radio AdEx due to more radio channels are measured:
VOV3 - Xone FM has been measured since Jun 2016
VOH-GTHCM (95,6MHZ); VOV GT HCM (FM 91); VOV GT HN (FM 91) have been measured since Jan 2017
12 Source : Kantar Media Vietnam

TOP 10 ADEX (TV, PRINT, RADIO) – H1 2017 VS H1 2016
• Laundry & Detergent, Hair care and Health Drink Food are the 3 categories that declined the most, by 26%, 29% and 39%
respectively.
• SAMSUNG tops the list of biggest spender by Brand with an increase of 104% vs H1 2016. Comfort has dropped its spending by
50% and fell from #1 to #9 position. Another significant growth on the list is OMO, with 89% increase vs H1 2016.
• UNILEVER still tops the list of biggest spender by Advertiser, although their spend decreased by 19%. Vinamilk (ranked 2nd) and
Pepsico (3th) have seen significant increase in spend of 31% and 47% respectively
Total industry 20,342.18 -4% Unit: Billion VND

21,211.99
BY TOP CATEGORIES BY TOP BRANDS BY TOP ADVERTISERS
MILK PRODUCTS 3,693.3 +6% 428.2 +104% 3,038.2
3,471.8
SAMSUNG (Mobile Phone) 209.9 UNILEVER VIETNAM 3,739.0 -19%
LAUNDRY & DETERGENT 1,471.3 -26% VINAMILK (Fresh Milk) 382.4 +23% VINAMILK CORPORATION 1,965.8
1,981.8 311.9 1,497.0 +31%
HAIR CARE 1,294.0 CLEAR (Shampoo) 269.8 SUNTORY PEPSICO 777.5
-29% -26%
1,816.1 363.4 VIETNAM BEVERAGE 529.1 +47%
DOWNY (Fabric
HEALTH DRINK FOODS 846.5 -39% 249.4 -29% P&G VIETNAM CO., LTD. 769.1
1,378.7 Conditioner) 350.8 1,032.3 -26%
774.0 OMO (Detergent) 239.2 TAN HIEP PHAT Beverage 651.1
SOFT DRINKS -2% +89%
792.8 126.8 Group 551.0 +18%
744.5 P/S (Toothpaste) 231.1 SAMSUNG VINA 623.5
NUTRITION & ENERGY DRINKS 529.1 334.2 399.7
VINAMILK (Eating & ELECTRONICS CO., LTD.
688.8 222.0 543.7
TELECOMS EQUIPMENT 361.9 Flavoured Yoghurt) 164.3 NESTLE VIETNAM Ltd. 485.4
670.8 OPPO (Mobile Phone) 216.0 FRIESLAND CAMPINA 497.8
DENTAL & ORAL CARE 903.5 101.2 771.8
VIETNAM
TEA & INFUSION 588.1 COMFORT (Fabric 214.9 396.7
587.0 Conditioner) 426.0 ABBOTT Laboratories Inc. 418.6
SPECIALIZED DISTRIBUTION 385.6 210.9 COCA-COLA VIETNAM LTD. 369.4
205.6 ENSURE (Nutrition Powder 130.7 413.9
Milk)
13 Source : Kantar Media Vietnam H1 2016 H1 2017
TELEVISION
14
TV VIETNAM OVERVIEW
103 FTA TV channels
79 Pay TV channels
50 foreign channels localized as per MIC guidelines

67 Broadcasting stations
(2 national TV stations, VTC station & 64 provincial stations)
15 Source: Ministry of Information and Communication Report Jul 2017

PAY-TV OVERVIEW
16 Pay TV service providers (from 30 at the end of 2016)
79 Pay TV channels Pay TV market Share (2016)
13.1 million pay-tv subscribers (82% are cable TV subscribers) 5%

3%
4%
SCTV
Cable TV DTH Pay TV IPTV
5% VTVCAB
Providers Providers 29%
K+
VIETTEL
11%
MYTV
FPT
(VNPT)
AVG
8%
VTC
HTVC
(FPT) 24%
11%
(Viettel) Source: MediaPartners 2016 , K + Pay TV market analysis

(AVG)
Source: Ministry of Information and Communication Report Jul 2017, ICTnews.vn

16
PAY-TV SUBSCRIBERS (2010 – H1 2017)
Pay-TV Subscriptions
(In millions)
12.5 13.1
9.9
6.8 7.5
6.1
3.9 4.7
2010 2011 2012 2013 2014 2015 2016 H1

2017
17 SOURCE: Ministry of Information and Communications (MIC), Jul 2017

FROM ANALOGUE TO DIGITAL TV

MIC plans to complete the switch from
terrestrial TV broadcasting transmission by
analogue to digital by the end of 2020 within
four distinct phases.
On 15th August 2016, all channels in 5 key
cities had been switched off from analogue
signal.
On 31st December 2016, analogue signal was
switched off in 8 provinces: Bac Ninh, Ha
Nam, Hung Yen, Hai Duong, Vinh Phuc, Binh
Duong, Vinh Long, Hau Giang.
Phase Roll-out Deadline plan By the end of 2016, there were 13 provinces
switched off analog signal.
1 5 municipalities 31 Dec 2015
Another 15 provinces are on the plan to stop
2 25 provinces 31 Dec 2016 analog TV by 15 Aug 2017 (Thai Binh, Nam
3 18 provinces 31 Dec 2018 Dinh, Ninh Binh, Bac Giang, Phu Tho, Quang
Ninh, Thai Nguyen, Dong Nai, Ba Ria – Vung
4 15 provinces 31 Dec 2020
Tau, Binh Thuan, Tien Giang, Ben Tre, Dong
Thap, An Giang)
18 SOURCE: Ministry of Information and Communications (MIC), July 2017
© GroupM Knowledge Vietnam
TOTAL TV ADEX – H1 2017 VS H1 2016
• Regarding product category, Milk was still the top category in spending with 7% increase. 4 out of top 10 advertisers are within Milk
categories; Vinamilk ranked 2nd, Nestle, FCV, Abbot ranked 7th, 8th, 9th respectively.
• Samsung spend has increased dramatically by 106% in H1 2017 vs H1 2016, and rise up to #1 the Top Brand list. Comfort from Unilever,
however, sees a major decline in spending and thus ranking has dropped to 8th from 1st in H1 2016. Clear from Unilever has decreased
their spending by 26% in H1 2017 vs H1 2016 to rank #3.
• Telecom equipment and Nutrition/Energy drinks are the only 2 top categories that increase their spend in H1 2017 asides from Milk
Products.
Total industry 19,295 -5%
20,405
BY TOP CATEGORIES BY TOP BRANDS BY TOP ADVERTISERS

MILK PRODUCTS 3,686.5 423.5 +106% 3,036.3
3,460.7 +7% 205.1 UNILEVER VIETNAM 3,737.0-19%
SAMSUNG (Mobile Phone)
LAUNDRY & DETERGENT 1,471.1 381.9 +22% 1,964.1
1,980.5 -26% VINAMILK (Fresh Milk) 311.8 VINAMILK CORPORATION +31%
1,495.8
HAIR CARE 1,289.2
1,813.6 -29% CLEAR (Shampoo)
269.1 -26% SUNTORY PEPSICO VIETNAM 775.7
+48%
363.4 BEVERAGE 524.7
HEALTH DRINK FOODS 773.7 249.4
-42% -29% P&G VIETNAM CO., LTD. 769.0 -25%
1,323.2 DOWNY 350.6 1,031.8
SOFT DRINKS 772.5 (Fabric Conditioner) 239.2 TAN HIEP PHAT Beverage
-2% +89% 648.3 +18%
789.2 126.8
OMO (Detergent) Group 550.0
NUTRITION & ENERGY 742.2 231.1 615.4
DRINKS 526.5 P/S (Toothpaste) 334.2
SAMSUNG VINA
384.4
680.6 ELECTRONICS CO., LTD.
TELECOMS EQUIPMENT VINAMILK (Yoghurt) 222.0 541.9
353.4
164.3 NESTLE VIETNAM Ltd. 484.2
666.9 COMFORT
DENTAL & ORAL CARE 902.5 214.9 FRIESLAND CAMPINA 496.3
(Fabric Conditioner) 425.3 765.6
583.1 VIETNAM
TEA & INFUSION 582.6 OPPO (Mobile Phone) 213.3 396.5
100.5 ABBOTT Laboratories Inc. 418.4
382.7 ENSURE (Nutrition Powder
BATH & PERSONAL HYGIENE 408.3 210.7 COCA-COLA VIETNAM LTD. 369.1
Milk) 130.6 413.3
Unit: Billion VND
19
Source : Kantar Media Vietnam H1 2016 H1 2017
TV ADEX BY TOP CHANNEL (H1 2017 VS H1 2016)
• VTV3, although with 10% decrease in spending in H1 2017, still remains the #1 in top FTA Channels. THVL1 with 34% drop has fall to the
third rank in H1 2017 from the second rank in H1 2016. HTV7 maintain its spend somewhate the same as H1 2016 and ranked 2nd.
• TodayTV spend has seen an increase of 39% to retain its 1st ranking. While other three in top 5: Style TV, SCTV13, and Lets Viet have
decrease spending by 8%, 10% and 3% respectively.
BY TOP CHANNELS BY TOP CHANNELS

(FTA) (PAY TV)
VTV3 1,918.1 VTC7 - Today TV 1,645.4
2,128.5 -10% 1,180.9 +39%
HTV7 (TH TP.HCM) 991.7 VTVcab 12 - Style TV 1,008.9
992.3 0% 1,097.1 -8%
THVL1 (PTTH Vinh Long) 912.7 SCTV13 807.6
1,392.2 -34% 894.4 -10%
VTV1 875.2 VTC9 - Lets Viet 678.0
777.8 +13% 696.0 -3%
HTV2 495.6 VTVcab 2 - Phim Viet 655.7
618.9 -20% 405.1 +62%
ANTV 454.9 VTVcab 9 - InfoTV 649.5
220.8 762.3
HN1 (PTTH Ha Noi) 268.9 SCTV - Phim Tong Hop 620.7
230.4 760.9
VTV9 264.8 VTC4 - Yeah1 Family 590.4
258.4 508.8
HTV9 (TH TP.HCM) 239.4 VTVcab 17 - Yeah1TV 402.1
248.2 281.0
VTC1 197.5 VTVcab 1 - Giai Tri TV 395.2
83.6 450.6
Unit: Billion VND

Source : Kantar Media Vietnam H1 2016 H1 2017
TOTAL TELEVISION PENETRATION (URBAN)
Television remains the medium with highest penetration, with a slight increase in penetration rate from 94% in 2015 to 95%
in 2016.
% Watched TV Yesterday % Watched TV in P1M
Total 87 Total 94
89 95
Male 85 Male 93
88 94
Female 89 Female 95
89 95
Age 15-24 83 Age 15-24 93

87 94
Age 25-34 86 Age 25-34 94

89 95
Age 35-49 93 Age 35-49 97

90 95
3D 2015 3D 2016 3D 2015 3D 2016
QUESTION: MQ1 - Have you watched any TV programs (national or local, whether on the internet, a smartphone or television set)...?
21 Source: GroupM 3D (BASE: Total Base – 2015 N=2900, 2016 N=2900)
PAY TV PENETRATION (URBAN)
Pay TV penetration continues to expand considerably from 86% in 2015 to 92% in 2016.
% Watched Pay TV Yesterday % Watched Pay-TV in P1M

78 86
Total 85 Total 92
75 85
Male 84 Male 91
80 87
Female 86 Female 93
73 83
Age 15-24 83 Age 15-24 91
78 85
Age 25-34 84 Age 25-34 90
83 90
Age 35-49 88 Age 35-49 93
3D 2015 3D 2016 3D 2015 3D 2016

QUESTION: MQ2a - Have you watched any Cable/Satellite TV programs yesterday? QUESTION: MQ2b - Have you watched any Cable/Satellite TV programs
in the past 7 days?
22 Source: GroupM 3D (BASE: Total Base –2015 N=2900, 2016 N=2900)

PAY TV SUBSCRIPTION (URBAN)
Pay TV subscription continues to expand across all 6 key cities, especially in Nha Trang and Can Tho.
% Subscription - By City
97 95
92 90 91 92 91
86 86 88 88
84 83 84
80
72 75
64 67
58
47
Total Hanoi HCMC Hai Phong Da Nang Nha Trang Can Tho
3D 2013 3D 2015 3D 2016
QUESTION: MQ2 - Do you currently subscribe to or watch any Pay-TV service at home?
FREQUENCY OF WATCHING TV (URBAN)
Older age group 35-49 watches TV everyday with significantly higher frequency than 15-24 age group.
Total 15-49 74% 16% 8%
Male 15-49 72% 16% 9%
Female 15-49 76% 15% 6%
Age 15-24 64% 22% 10%
Age 25-34 77% 13% 7%
Age 35-49 81% 12% 6%
Everyday 4-6 days a week 2-3 days a week Once a week Less often than once a week
QUESTION MT3: How often do you personally watch TV? TV channels)?

24
Source: GroupM 3D (BASE: Those who watched any TV programs (national or local ) during past month N=2649)
AVERAGE TIME SPEND WATCHING TV BY AGE AND GENDER
Average MINUTES spend watching TV Average MINUTES spend watching

(incl. all FTA and Cable TV) (incl. all FTA and Cable TV)
2015 2016
126 126 127

122
115 116 112 114 116 114 114
109 106 107
103 102
122
112 109
100 97 101 100 108
95 98 98
90 92 91 88 92
Total Male Female Age Age Age Age Age Total Male Female Age Age Age Age Age
15-49 15-19 20-24 15-24 25-34 35-49 15-49 15-19 20-24 15-24 25-34 35-49
Average minutes Index Average minutes Index
QUESTION MT1: On an average day, how much time do you spend watching TV (including all free-to-air and Cable TV channels)?
25 Source: GroupM 3D; Base: 2015 N= 2,765 , 2016 N=2,777 urban adults age 15-49 watched TV in the last month
TOP 10 TV PROGRAM TYPE - BY AGE GROUP
Total 15-24 25-34
% set as % set as
No. Program Type Program Type Index Program Type % set as priority Index
priority priority
1 Local News 40.9 Concert / Music / MTV 31.8 141 Local News 40.6 99
Talent contests -
2 Current Affairs 33.2 27.0 107 Current Affairs 30.9 93
Vietnamese
3 International News 30.6 Games Show / International News 30.9 101
26.6 114
Variety Show
Movie - Chinese / Movie - Chinese / Talent contests -
4 25.5 26.4 104 24.0 97
Korean / Hong Kong Korean / Hong Kong Vietnamese
Talent contests - Movie - Local
5 25.3 Current Affairs 26.1 79 24.0 95
Vietnamese (Vietnamese)
Movie - Local Movie - Chinese /
6 24.8 Local News 23.7 58 22.9 90
(Vietnamese) Korean / Hong Kong
Games Show / Drama / Series - Games Show / Variety
7 23.4 22.7 102 21.6 92
Variety Show Local (Vietnamese) Show
Concert / Music / Reality Show -
8 22.6 21.6 105 Sport - International 20.7 93
MTV Vietnamese
Movie - Local Drama / Series - Local
9 Sport - International 22.3 20.0 81 20.4 92
(Vietnamese) (Vietnamese)
Sport - Local Sitcom - Local Sport - Local
10 22.2 19.6 109 19.5 88
(Vietnamese) (Vietnamese) (Vietnamese)
Source: GroupM 3D 2016

26 Base: 2,777 urban adults age 15-49 watched TV in the last month
TOP 10 TV PROGRAM TYPE - BY AGE GROUP (CONT.)
35-44 45-49
No. Program Type % set as priority Index Program Type % set as priority Index
1 Local News 54.2 133 Local News 67.0

164
2 Current Affairs 41.5 125 International News 51.0
167
3 International News 40.0 131 Current Affairs 43.5
131
Movie - Local 28.0 113 Movie - Local 35.1
4
(Vietnamese) (Vietnamese) 142
Movie - Chinese / 27.2 107 Sport - Local 31.7
5
Korean / Hong Kong (Vietnamese) 143
Sport - Local 27.2 123 Sport - International 30.8
6 138
(Vietnamese)
Drama / Series - Local 30.2
7 Sport - International 25.5 114
(Vietnamese) 136
Talent contests - 22.6 89 Talent contests - 30.1
8
Vietnamese Vietnamese 119
Games Show / Variety 21.1 90 Reality Show - 26.7
9
Show Vietnamese 130
Drama / Series - Local 20.5 92 Movie - Chinese / 25.9
10
(Vietnamese) Korean / Hong Kong 102

27 Base: 2,777 urban adults age 15-49 watched TV in the last month
TOP 10 PAY-TV PROGRAM TYPE - BY AGE GROUP
Total 15-24 25-34
% set as % set as % set as
No. Program Type Program Type Index Program Type Index
priority priority priority
1 Local News 41.0 Shopping program 30.4 139 Local News 40.7 99
2 Current Affairs 32.4 Fashion 27.3 104 International News 31.1 104
Talent contests -
3 International News 29.9 26.2 108 Current Affairs 30.3 94
International
4 Fashion 26.2 Reality Show - Womens Magazine-
24.0 119 25.9 101
Vietnamese format program
Womens Magazine-
5 25.7 Current Affairs 23.5 73 Talent contests -
format program 25.0 103
International
Talent contests - Local News 22.6 55
6 24.2 Fashion 24.7 94
International
Sitcom - Western 22.1 98
7 Education program 22.7 Education program 20.5 90
Womens Magazine-
21.7 84
8 Sitcom - Western 22.6 format program Sitcom - Western 20.0 88
Sport - Local
9 Shopping program 21.9 20.9 124 Shopping program 19.2 88
(Vietnamese)
Reality Show - Sitcom - Local Sitcom - Local
10 20.1 20.1 104 18.6 96
Vietnamese (Vietnamese) (Vietnamese)

28 Base: 2,649 urban adults age 15-49 watched pay-TV in the last month
TOP 10 PAY-TV PROGRAM TYPE - BY AGE GROUP (CONT.)
35-44 45-49
No. Program Type % set as priority Index Program Type % set as priority Index
1 Local News 56.7 138 Local News 64.5 157

2 Current Affairs 41.6 128 International News 46.5 156
3 International News 40.9 137 Current Affairs 45.5 140
Womens Magazine- Womens Magazine-format
4 28.5 111 31.7 123
format program program
5 Education program 27.9 123 Education program 29.4 130
6 Fashion 26.7 102 Movie - Local
26.9 141
(Vietnamese)
7 Sitcom - Western 26.0 115
Fashion 26.1 100
Movie - Local
8 21.0 110 Talent contests -
(Vietnamese) 24.9 103
International
Talent contests -
9 20.1 83 Sitcom - Western 24.3 108
International
Reality Show - Sitcom - Local
10 19.3 96 21.7 112
Vietnamese (Vietnamese)

29 Base: 2,649 urban adults age 15-49 watched pay-TV in the last month
TOP 3 MOST FAVORITE PAY-TV PROGRAM GENRE –
BY REGIONS AND CITIES
NO. Region and Cities 3 most favorite program
1 Northern Midlands & Mountains Local News, Foreign TV Series, Local TV Series
2 Red River Delta Local News, Foreign TV Series, Local; TV Series
3 Hanoi Movies, Local News, Foreign TV Series
4 Northern Central and Central Coast Local News, Foreign TV Series, Local TV Series
5 Danang Local News, Foreign TV Series, Movies
6 Central Highlands Local News, Foreign TV Series, Local TV Series
7 South East Local News, Local TV Series, Foreign TV Series
8 HCMC Local News, Foreign TV Series, Local TV Series
9 Mekong River Delta Local TV Series, Local News, Foreign TV Series
10 Can Tho Foreign TV Series, Local TV Series, Comedy shows
30 Source : KMV MHS National 2016 & TGI May 2016

DIGITAL
31
INTERNET PENETRATION IN SOUTH EAST ASIA

According to Internet World Stats,
(Taiwan 88.0%)
(Japan 94.0%) Vietnam has one of the highest
(China* 52.7%) penetration of internet users in South
* Excluding Hong Kong (82.0%) East Asia (7th) and has the 17th
highest number of internet users in the
Myanmar 22.4% world.
Internet penetration of each region as
Laos 19.9% of Mar 2017 is as below:
World average: 49.7%
Cambodia 25.5% Vietnam 53.0%
Asia: 45.2%
Thailand 60.0%
Philippines 52.0% Europe: 77.4%
Malaysia 69.6% North America: 88.1%
Singapore 81.2%
Brunei 71.4%
Asia accounted for 50.1% of
the world’s 3.7 billion internet
Indonesia 50.4% users.
32 SOURCE: Internet World Stats (IWS), Statista, Mar 2017

INTERNET PENETRATION GROWTH (URBAN VIETNAM)
Total internet penetration in urban Vietnam has more than doubled from 38% in 2006 to 85% in 2016, across all age groups
with the biggest increases in 2016 coming from the older groups (35-49)
Internet Penetration by Age Group

% of all adults 15-49
85
74
64 24
58 19 Age 35-49
46 12
11 28
38 Age 25-34
7 22 25
4 18
11
13 Age 15-24
27 29 30 30 33 Penetration
23
2006 2008 2010 2013 2015 2016
Question: MQ8. Have you use the internet (any where) in P3M?
Source: 3D (*) Base: 3D 2006 N=2,673 urban adults aged 15-45 3D 2013 N=2970 urban adults aged 15-45
3D 2008 N=2969 urban adults aged 15-45 3D 2015 N=2,900 urban adults aged 15-49
3D 2010 N=2924 urban adults aged 15-45 3D 2016 N=2,900 urban adults aged 15-49
* 3D is a proprietary research conducted annually by GroupM Vietnam to understand urban audience behaviors, media consumption,
14 brands usage and awareness, with the sample size of 2,900 adults in 6 key urban cities in 2015 and 2016. (2017 data yet to be available)
URBAN INTERNET PENETRATION BY AGE GROUP AND CITY

• Internet penetration of urban among 15 – 49 age group is 85%, penetration of the young age group of 15 – 34 is more
than 90% (except Can Tho aged 25-34) and consistently much higher than 35-49 age group across 6 key cities.
• Hanoi, HCMC, Da Nang, Hai Phong, Nha Trang have higher internet penetration for total 15-49 age group (Hanoi,
HCMC, Danang >85%, Hai Phong, Nha Trang >80%) while Can Tho has lowest internet penetration compared with
other key cities (73%).
Internet Penetration by Age Group
% of all adults 15-49
98 98
95
91 93 96 96
90 92 94 91 92 89
85 86 85 88
82 84
74 77
70 73
68 69 68
65
52
Total Hanoi HCMC Da Nang Hai Phong Can Tho Nha Trang
Total Age 15-24 Age 25-34 Age 35-49
Question: MQ8. Have you use the internet (any where) in P3M?
15 SOURCE: 3D 2016 Base: 2,900 urban adults aged 15-49
TIME SPENT ON INTERNET SURPASSED TV IN 2016

In additional of the growth of urban internet penetration, the average time spent online daily in urban Vietnam is also rapidly
approaching and even exceed the average time spent watching television in 2016 (115 minutes per day for Internet and 110
minutes per day for television)
126
Minutes per Average Day
115
108 110
95
82
33 36
31
20
15
9 12 10
6
TV Newspapers Magazines Radio Internet
3D 2013 3D 2015 3D 2016
QUESTION: How many hours do you spend on TV/ Newspaper/ Magazines/ Radio/ Internet?
35
Source: 3D 2016 Base – 2013 N=2970 I 2015 N=2900 I 2015 N=2900 urban adults aged 15-49
AVERAGE DAILY TIME SPENT ONLINE (URBAN USERS)

Among urban internet users, average time spent online is 136 mins per day in 2016 (increase from around 128 mins in
2015), 66% spend more than 1 hour online and 5% spend more than 7 hours online on an average day.
Time spent to access Minutes per Average day

internet on an average day
41% 42%
39% 136.4
127.7
35%
14%
12%
5% 5% 5%
4%
Under 1 hour 1-3 hours 3-5 hours 5-7 hours 7+ hours 3D 2015 3D 2016
3D 2015 3D 2016
QUESTION: How many hours do you spend on Internet on an average day?

36
Source: 3D Base – 2015 N=2092 I 2016 N=2395 urban adults aged 15-49 internet user.
FREQUENCY FOR INTERNET ACCESS BY GENDER & AGE

GROUP (URBAN USERS)
• Over 80% of urban internet users aged 15-34 access the web everyday on average, 59% internet users aged 35-49
claims to access the internet everyday.
• Male (77% claim to use daily) tend to spend time on internet more frequently than female (74% claim to use daily).
Frequency (%)
Total 15-49 76 13 6
Male 77 14 5
Female 74 11 7
Age 15-24 84 7 4
Age 25-34 81 12 4
Age 35-49 59 21 11
Everyday 4-6 days a week

2-3 days a week Once a week
Once every 2 weeks 1-2 times a month
Once every 2 or 3 months Less often than once every 3 months
Question: MI1. How often do you use the internet?
37 Source: 3D 2016 – Base N = 2,395 urban adults aged 15-49 accessed internet in last 3 months
PEAK TIME TO ACCESS INTERNET (URBAN USERS)

3D data suggests that while urban internet users access the internet throughout the day, their peak time is around 8pm to
midnight for weekdays as well weekend
Time of day that users go online most often (%)
65
62
30 Weekday
18 Weekend
6 am - 10 am 10 am - 12 pm 12 pm - 2 pm 2 pm - 5 pm 5 pm - 8 pm 8 pm - 12 12 midnight - 4 am - 6 am
midnight 4 am
Question: MI2. At what times of the day do you personally use the internet most often?
Source: 3D 2016– Base N= 1,193 urban adults aged 15-49 accessed internet in last 3 months (week day)
19
N=1,069 urban adults aged 15-49 accessed internet in last 3 months (weekend)
DEVICE TO ACCESS THE INTERNET (URBAN USERS)

Smartphone is key device to access the internet (85% in 2016 vs 16% in 2013), followed by iPad and tablet (increased
from 4% in 2013 to 10% in 2016, while usage of desktop and laptop decrease significantly from 2013 to 2016
Desktop GPRS Mobile phone Laptop
66% 15% 35%
32% 8% 34%
19% 5% 19%
Smartphone Ipad Tablet

16% 4% 4%
78% 7% 9%
85% 10% 10%
3D 2013 3D 2015 3D 2016

QUESTION: MI4 - Which devices do you use to access the internet?
39 Source: 3D 2013 N=1,812, 2015 N=2,092, 2016 N=2395 urban adults aged 15-49 accessed Internet in past 3 months
SMARTPHONE AS KEY DEVICE TO ACCESS THE INTERNET
Similar findings has been found in Global Web Index Report basing on their survey data on internet user 2012 to 2017,
that smartphone is the most important device to access internet in Vietnam.
Most important device for % going online via Mobile Smartphone

getting online Ownership
3% 4%
13% 2016 85%
2015 85%
2014 70%
62%
22%
2013 57%
96%
2012 54%
Smartphone
Mobile Laptop Desktop PC Tablet Ownership
*GWI’s Market reports track key digital behaviors and engagement rates in each of the 36 countries, providing the very latest figures across demographic.
All figures in this report are drawn from Q4 2016 and Q1 2017 waves of online research among internet users aged 16-64 (online survey).
40 Source: Global Web Index - Vietnam Market Report, Q2 2017 (Base: 1,511 internet users)
MOST POPULAR ONLINE ACTIVITIES (IN URBAN)
• Most popular activity online is visiting social network site, followed by chatting on messenger sites/apps.
• Reading online news is the third popular activity by internet users
• For entertainment, beside social networking and chatting, other popular activities are watching/downloading short
videos, downloading song, stream live music, etc.
• Search for information for work and study is also a popular activity
Entertainment
Social E-
Watching movies, playing games Information Search comm
Media erce
54%
47%
42%
35%
22% 23%
16% 15% 15% 15% 12% 17% 17% 14% 13% 18% 16%
10% 11% 10% 12% 10% 9% 8% 4%
Question: MI10. How often do you usually use the internet for these activities? (Frequently) 2015 2016
41
Source: 2015 N= 2092; 2016 N = 2,395 urban adults aged 15-49 accessed internet in last 3 months
MULTIPLE SCREEN – TV & CONNECTED DEVICES

Data from Connected Consumer Survey by Google – TNS in 2016 shows that multi-screening is common among internet
users in Vietnam (with 63% respondents say yes), smartphone is the most popular device used while watching TV,
followed by computer (10%) and tablet (8%)
Use smartphone while watching TV
Yes/No for going online when
89%
watching TV (%)
Use computer while watching TV
No 10%
37%
Use tablet while watching TV

Yes 8%
63%
Question: In the past month, did you go online via another device Question: When you think about the last time you were using the
(eg. computer, smartphone, tablet) while watching TV? Internet while watching TV at the same time - which of the following
Base: N= 724 internet users aged 18+ watching TV devices did you use for going online?
SOURCE: The Connected Consumer Survey, Google – TNS, 2016. Base: N=508 Internet users aged 18+ go online while watching TV
*The Connected Consumer Survey is conducted annually by TNS on behalf of Google. Sample size in Vietnam is N=1000 for nationwide,
42 aged 18+, using CAPI interview method, fieldwork from Jan to Apr.
SMARTPHONE AS DRIVER OF MULTI-SCREEN BEHAVIOUR
Similar finding is found in Global Web Index Q2 2017 report, that a majority of internet users go online while they watch
television and mobile phone is increasingly become the top device for this behavior.
Second-Screening
in Vietnam
7%
93%
% who use an additional device to

get online while watching TV
43 Source: Global Web Index - Vietnam Market Report, Q2 2017 (Base: 1,511 internet users)
TOP WEBSITE IN VIETNAM - JUNE 2017

Rank by Total unique visitors Rank by Average Daily Visitors
1 (1) GOOGLE.COM.VN 1 (2) GOOGLE.COM.VN
2 (2) COCCOC.COM 2 (1) COCCOC.COM
3 (3) GOOGLE.COM 3 (3) QCCOCCOCMEDIA.VN
4 (4) FACEBOOK.COM 4 (4) FACEBOOK.COM
5 (5) QCCOCCOCMEDIA.VN 5 (5) GOOGLE.COM
6 (110) ZALO.ME 6 (7) YOUTUBE.COM
7 (6) ZING.VN 7 (6) ZING.VN
8 (7) YOUTUBE.COM 8 (193) ZALO.ME
9 (8) LAZADA.VN 9 (8) VNEXPRESS.NET
10 (9) 24H.COM.VN 10 (9) 24H.COM.VN
11 (12) VIETNAMNET.VN 11 (13) VIETNAMNET.VN
12 (11) VNEXPRESS.NET 12 (11) DANTRI.COM.VN
13 (14) BLOGGER.COM 13 (12) LAZADA.VN
14 (15) PHIMMOI.NET 14 (10) KENH14.VN
15 (10) NHACCUATUI.COM 15 (15) PHIMMOI.NET
May ranking is in bracket ( ).

44 SOURCE: comScore, P15+, Jul 2017
SOCIAL NETWORKING IS A WIDELY POPULAR ACTIVITY FOR
VIETNAM DIGITAL USERS
• More than 48% of Vietnam’s population are social network users (according to Statista & We are Social
reports in 2017), and this figure is expected to growth toward around 56% by 2020 (according to
eMarketer & Statista 2017 forecast). According to Global Web Index online survey in Q1 2017, 86% of 1,511
internet users surveyed said that they are a member of at least one social media platform and 100% have
visited/used one platform within the past month.
• Similar to other markets, internet users in Vietnam tend to use multiple accounts for their social
networking purposes. Global Web Index – Vietnam Market Report Q2 2017 survey show that internet users
in Vietnam have accounts on around 8.8 different networks/services/apps on average.
• Messenger apps are getting more and more popular, especially with the rapid growth of local Zalo app in
2016 and 2017 beside the global player Facebook Messenger. According to eMarketer, Zalo benefited from a
lack of strong competition from regional messaging platforms such as Line and Kakao Talk, which is partly
due to local consumers’ resistance to digital payment systems and preference for cash payment, while
platforms like Line and Kakao Talk rely heavily on in-app purchases made using digital payment systems,
unlike Facebook more advertising-centric revenue model.
• Vietnam internet users spend around 2.34 hour per day on average engaging with social networks and
messaging services (Global Web Index Q2 2017 Report)
45 SOURCE: eMarketer, Statista, We are Social, Global Web Index – Vietnam Market Report, Q2 2017
TOP 10 SOCIAL NETWORKS BY VISITORS/ USERS AND MEMBERS
Facebook retains its central role in the social media landscape in Vietnam
93 93 93
88 88 Members Visitors/Users
68 67 67
62
57
51 51 50
Q1’17 39 41
34 34
29
21 20
Facebook Facebook YouTube Zalo Google+ Twitter Instagram Viber Line LinkedIn
Messenger
93 97 95
89 85
71 68
61 61
55
45
Q4’16 44 44 41 37 35
29 25 25 21
Facebook YouTube Facebook Google+ Twitter Instagram LinkedIn WhatsApp Pinterest Snapchat
Messenger
Base: 1,511 internet users. By Visitors/Users: % who visited/ used the following services last month
SOURCE: Vietnam Global Web Index (GWI) Market Report Q2 2017 By Members: % who are members of the following*
*GWI’s Market reports track key digital behaviors and engagement rates in each of the 36 countries, providing the latest figures across
41 demographic. All figures in this report are drawn from Q4 2016 and Q1 2017 waves of online research among internet users aged 16-64
(online survey).
SOCIAL NETWORK SITES PENETRATION
(URBAN INTERNET USER)
% According to GroupM 3D research:
100 • Facebook user profile increases significantly from 2013 to 2016 to reach about 88% total internet
88 users, dominantly No.1 social network sites in Vietnam
90 87
• Google+ number of users has also been growing but at a more moderate rate.
80
• ZingMe – Vietnamese social network site has the same ratio of user as 2015 (16%).
70
63 • Instagram – social network owned by Facebook increase its user base significantly in 2016.
60
53
50
40 3D 2013
30 29 3D 2015
20 21 16 3D 2016
20 13 16 16 13
9
10 3 3 3 4 3
0
0
Question: MI17. Which of the following social networking sites do you have a profile on?
SOURCES: 3D 2013 1,812 urban adults aged 15-45 accessed internet in last 3 months
3D 2015 2,092 urban adults aged 15-49 accessed internet in last 3 months
3D 2016 2,395 urban adults aged 15-49 accessed internet in last 3 months
42
MOST USED INSTANT MESSENGER SERVICES

There’s a very strong uptake of Zalo in 2016 (from 43% in 2015 to 58% in 2016). However, Facebook is still ranked as the
most popular instant messenger service although its share of users among urban internet users decreases from 81% to
77% in 2016.
Top Instant messenger services (%)

81
Facebook Messenger
77
43
Zalo 58
10
Viber 15
7
Skype 6
4
Yahoo Messenger 4
7
Zing.vn 4
WeChat 3 3D 2015 3D 2016

3
QUESTION MI38 .Which types of Instant Messenger on the internet do you sign into regularly?
Source: 3D 2015 N= 2,092 urban adults aged 15-49 accessed internet in last 3 months
48
2016 N= 2,395 urban adults age 15-49 accessed internet in last 3 months
TOP 20 SOCIAL & MESSAGING APPS
• Global Web Index Q4 2016 report shows the dominance of Facebook and Facebook messenger app in mobile users
surveyed, as well as the clearly strong position of local-app Zalo with more than 50% survey respondents used the app
each month.
• In Vietnam, instant messenger apps are popular with smartphone users since they provide users with over-the-top (OTT)
services that allow the users to avoid costly texting or calling services provide by mobile network operators.
SOURCE: Global Web Index - Vietnam Market Report, Q4 2016

49
TOP 5 SOCIAL NETWORKING SITES MEASURED BY
COMSCORE*
May 2017 June 2017
Total Total Average

unique % Average Daily unique % Daily
Sites Sites
visitors Reach Visitors (000) visitors Reach Visitors
(000) (000) (000)
Facebook & Messenger 11,008 55.4 3,263 Facebook & Messenger 10,723 54.0 3,207
VFORUM.VN 4,392 22.1 236 VFORUM.VN 4,259 21.4 237
ZING Me 2,369 11.9 374 ZING Me 2,160 10.9 367
TUYENSINH247.COM 1,718 8.7 111 TUYENSINH247.COM 1,910 9.6 153
Linkedin 1,637 8.2 301 Linkedin 1,463 7.4 296
50 Source: comScore, P 15+, Jul 2017 (*This ranking is based on Desktop traffic only, not including Mobile traffic)
DAILY ACTIVITIES ON FACEBOOK (URBAN USERS)

2015 2016
Read the News Feed 73% Read the News Feed 69%
Like a post 54% Use Facebook Chat 62%
Use Facebook Chat 52% Like a post 59%
Write / post comments 47% Write /post comments 47%
Write / post articles 25% Watch a video 45%
Follow 22% Log in to see what is happening… 44%
Share articles / posts 18% Share articles /posts 27%
Upload photographs / video 17% Write /post articles 26%
Invite a friend 13% Follow 25%
Create and maintain a Fanpage 6% Upload photographs /video 20%
Create an event 6% Visit a brand or product Facebook… 17%
Invite a friend 16%

QUESTION MI17a . You said that you have a profile on Facebook; how often do you do each of these activities on Facebook?
Source: 3D 2015- Base: 1,801 urban adults internet users who have Facebook account
51
2016 -Base: 2,095 urban adults internet users who have Facebook account
Top 10 Facebook Pages Top 10 Facebook Brands
(Fans) (Fans)
54 Source: SocialBaker, Jul 2017

ONLINE VIDEO AS AN INCREASINGLY POPULAR ACTIVITY

OF VIETNAM’S INTERNET USERS
• Watching online video is increasingly popular in Vietnam thanks to the growth of online video platforms like Youtube,
Facebook, other local video content sites and the emergence of video-on-demand platforms like Netflix.
• Statista estimates that around 3.3% population will subscribe to VOD service in 2017 and this rate will continue to rise
to 5.9% in 2021. It is forecast that VOD revenue in Vietnam will reach USD 13 millions by end of 2017.
• Despite the emergence of video-on-demand (VOD) platforms in Vietnam, purchasing online video is not yet common in
Vietnam media consumers. Nielson’s survey in 2015 found that 13% of its respondents paid for an online video service
provider, while 78% paid for cable TV providers and 40% paid for satellite TV.
• YouTube is the top online video platform adopted and used heavily by Vietnam’s internet users due to the access to
free content for users backed by the platform’s ad-supported model and it’s content abundance.
53 SOURCE: eMarketer, Nov & Dec 2016, ICTNews.vn, Mar 2017

ONLINE VIDEO & TV ONLINE PENETRATION IN URBAN

54% internet users claim to watch TV or video online. This rate is a bit higher for younger age group (15-24) – 61%
Online video penetration (%)

61
54 56
51 52
11 46
10 10
9 9 10
9 8
9 10 7
13
37 41
35 32 35
26
All adults Male Female 15-24 25-34 35-49
Watched Video online Watched TV online Watched both Penetration
QUESTION MI27.Have you watched any videos or TV programs online in the last 7 days?
Source: 3D 2016, N = 2,395 adults aged 15-49 accessed internet in last 3 months
49 * 3D is a proprietary research conducted annually by GroupM Vietnam to understand urban audience behaviors, media consumption,
brands usage and awareness, with the sample size of 2,900 adults in 6 key urban cities in 2015 and 2016.
ONLINE VIDEO & TV ONLINE PENETRATION IN URBAN

The penetration of online video & TV online in urban Vietnam is slightly increased in 2016 vs 2015, the highest increase is
also among young age group (15-24).
Online TV/video penetration (%)

61
56 56
52 54 53
51 51 52 52
47 46
All adults Male Female 15-24 25-34 35-49

3D 2015 3D 2016
QUESTION MI27.Have you watched any videos or TV programs online in the last 7 days?
50
Source: 3D 2016, N = 2,395 adults aged 15-49 accessed internet in last 3 months
2015 N = 2,092 adults aged 15-49 accessed internet in last 3 months
DEVICES USE TO WATCH VIDEO & TV ONLINE (URBAN USERS)

The rate of using smartphone to watch TV/online video continues to increase (to 70%) whilst that of using desktop, laptop
& TV decreases dramatically (decrease almost half compared with 2015).
Desktop Laptop TV
25% 22% 22%
14% 12% 12%
Smartphone Tablet/ Ipad
65% 11%
70% 13% 3D 2015

3D 2016
QUESTION: MI28 - Which of the following screens/devices did you watch TV or videos online on the most in the last 7 days?
56 Source: 3D 2015 N=1184, 2016 N=1340, Internet users who have watched Videos or TV online in P7D
WEBSITES USED TO WATCH VIDEO & TV ONLINE
Top websites used to watch video/TV online (%)

88%
(Urban internet users)
86%
3D 2015
63%
55%
3D 2016
34%
25%
18% 20%
16% 16% 14%
10%11% 12% 10%
11% 9% 7%
4% 4% 3% 2%
QUESTION: In the last 7 days, which of the following websites did you visit to watch TV/Videos online, using any devices?
52 Source 3D: 2015 N=1184, 2016 N=1340 urban Internet users who have watched Videos or TV online in P7D
TOP 15 ONLINE VIDEO PROPERTIES (BY TOTAL UNIQUE VISITORS)

No. Sites Total unique visitors (000) Video (000) Minutes per viewer
1 Google Sites 21,421 3,521,985 816.0
2 BLUESEED.TV 11,300 595,701 20.1
3 BroadbandTV 9,894 134,707 57.9
4 Facebook 9,803 285,783 103.3
5 Coc Coc 8,718 72,642 7.6
6 Admicro - VC Corp 8,666 75,651 4.7
7 Adtima-VNG Corporation 8,145 111,306 60.6
8 Warner Music 4,678 36,060 25.1
9 Fullscreen Media Network 4,126 28,814 27.7
10 QuizGroup 4,077 25,413 40.7
11 24h Online Advertising JSC 3,842 36,802 23.4
12 PHIMMOI.NET 3,350 30,416 27.1
13 PHIMBATHU.COM 3,183 19,954 2.1
14 VEVO 3,115 57,203 57.9
15 Maker Studios Inc. 2,870 13,963 18.2
Top 10 YouTube channels Top 10 YouTube brands
(video views) (video views)
54 Source: SocialBaker, Jul 2017

VIETNAM E-COMMERCE B2C SALES GROWTH 2013 - 2016

E- commerce B2C sales in Vietnam reached USD 5b in 2016, a considerable growth of 23% vs 2015.
E-commerce sales
$5bn
2016
$4.07bn
2015
$160
$2.97bn
2014
$145
$2.20bn
2013
$120
Estimated total B2C sales revenues

Average B2C e-commerce spend per person
Source: Vietnam E-Commerce and Information Technology Agency (VECITA), 2015 E-Commerce report, Apr 2016 and VCCInews, Feb 2017
57
ECOMMERCE DEVELOPMENT PLAN 2016 - 2020

The Ministry of Industry and Trade has set the following goals until 2020
30% Vietnamese people go shopping online by 2020
Average growth rate per year for B2C transactions

20%
B2C transactions to reach by 2020 $10bn
Average spending at per capita $350
SOURCE: The Ministry of Industry and Trade, Feb 2017

56
THE PERCENTAGE OF URBAN INTERNET USERS ACTIVELY MAKING

ONLINE PURCHASE IS INCREASING CONSIDERABLY YEAR ON YEAR
Internet users have purchased online Internet users have purchased online
in P12M 2015 in P3M 2016
42
35
33 32
31
23 23 22
19 19
15
13
Total Male Female Age Age Age Total 15- Male Female Age 15- Age 25- Age 35-
15-49 15-24 25-34 35-49 49 24 34 49
QUESTION: MI14 - What have you purchased on the internet in P12M? QUESTION: MI14 - What have you purchased on the internet in P3M?
Source: 3D 2015 N=2092 urban adults age 15-49 Internet users Source: 3D 2016 N=2395 urban adults age 15-49 Internet users
62
THE INCLINATION TO RESEARCH AND BUY PRODUCTS ONLINE IS

ALREADY COMMON AMONG VIETNAM’S URBAN INTERNET USERS
• Majority of online shoppers use desktop/ laptop (81%) & mobile devices (74%) to search information before making online
purchase
• 75% of online shoppers said that they decided to purchase goods/ services online right after searching information.
Ways of searching information before online The proportion of online

purchasing purchases after searching
information
Desktop, Laptop – 81%
25%
Mobile devices – 74% Yes
No
Ask friends –
20%
75%
Others – 3%
Source: Vietnam E-Commerce and Information Technology Agency (VECITA), 2015 Ecommerce report, Apr 2016 (Online survey in 2015
63 with sample size of 967 internet users on e-commerce application)
TOP 5 CHANNELS FOR BRAND/ PRODUCT DISCOVERY

% who say they discover brands / products via the following sources
Channels which consumers discover brands/ products
Search engines 41%
Ad seen on TV 41%
Ad seen online
40%
Recommendation / comment on a social network 35%
Word-of-mouth recommendation 34%
Base: 1,511 internet users.

64 SOURCE: Vietnam Global Web Index (GWI) Market Report Q2 2017
TOP 5 CHANNELS BRAND/ PRODUCT RESEARCH CHANNELS

% who say they use the following when looking for more information about a brand / product
Channels which consumers research brands/ products
Social networks 64%
Search engines 54%
Consumer reviews 37%
Mobile apps 31%
Product / brand sites

30%
Base: 1,511 internet users.

65 SOURCE: Vietnam Global Web Index (GWI) Market Report Q2 2017
THERE IS A STRONG UPTAKE OF SMART PHONES IN ONLINE

SHOPPING (URBAN USERS)
Smartphone is the increasingly dominant device that online shoppers use most often for their purchases
(47% in 2015 to 71% in 2016)
% Device used to shop online most often
6 6
11
25
12
Tablet /iPad
22
Laptop
Desktop computer
71
Smartphone
47
3D 2015 3D 2016
QUESTION: MI13a – Which devices do you ever use most often to do online shopping?
Source: 3D 2015 N=483, 2016 N= 1454 urban adults age 15-49 Internet users ever shop online
66
ONLINE PURCHASE PLATFORMS

Majority of online shoppers go to E-commerce websites and also social network websites such as Facebook, Zalo… for
online purchase, according to an online survey by VECITA in 2015
76%
71%
68%
53% 2014
2015
35%
28% 27%
25%
16%
13%
4%
1%
E-commerce sales Social network Online promotion E-marketplaces Mobile applications Others
websites websites websites
Source: Vietnam E-Commerce and Information Technology Agency (VECITA), 2015 Ecommerce report, Apr 2016 (Online survey in 2015
TOP MOST POPULAR PRODUCTS FOR ONLINE PURCHASE

Clothing and cosmetics are on top the list of most popular According to Nielsen, fashion is on top the list of most popular
products for online purchase among Vietnamese online shopper, products for online purchase among Vietnamese online shopper.
also accordingly to the online survey in 2015 by VECITA
Clothing, footwear, comestic 64% Fashion 64%
Technology 56%
Books/Music/Stationary 51%
Home appliance 49%
Travel 47%
Book, stationery, flower, gift, 42%
Beauty and personal care… 40%
Train & Air ticket 34%
Food 33% Consumer electronics 40%
Movie, concert ticket,.. 22% IT and mobile 40%
Tour & Hotel booking 19%

Furniture, decoration, tools 29%
Professional services 7%
Event tickets 28%
Music/Video/Game 7%
Products for baby and… 26%
Spa & Beauty service 6%
Others 2% Restaurant deliveries or… 26%
Source: Vietnam E-Commerce and Information Technology Agency Source: Nielsen Global Survey Connected
(VECITA), 2015 Ecommerce report, Apr 2016 (Online survey in 2015 Commerce, Q1 2017
TOP 10 POPULAR PRODUCTS FOR ONLINE PURCHASE

According to GroupM’s 3D research, adult clothing and cosmetics are still on top the list of most popular products for online
purchase among Vietnamese urban online shoppers.
Items purchase online Items purchase online
in P12M 2015 in P3M 2016
Adult Clothing 48% Adult Clothing 26%
Cosmetics 28% Cosmetics 20%
Fragrances/Perfumes 20% Music 15%
Books 18% Mobile phone 14%
Mobile phone 11% Mobile applications (Apps) 10%
Computer games 9% MP3 player 9%
Music 7% Computer software (not… 8%
Computer software (not… 6% Computer games 8%
Mobile applications (Apps) 6% Fragrances/Perfumes 8%
MP3 player 4% Books 8%
QUESTION: MI14 - What have you purchased on the internet in P12M? QUESTION: MI14 - What have you purchased on the internet in P3M?
Source: 3D 2015 N= 437 urban adults aged 15-49Internet users shop Source: 3D 2016 N= 767 urban adults aged 15-49 Internet users
69 online in P12M shop online in P3M
TOP 10 RETAIL SITES IN VIETNAM, RANKED BY TOTAL UNIQUE VISITORS
May 2017 June 2017
Total Average
Total unique % Average Daily unique % Daily
Sites Sites
visitors (000) Reach Visitors (000) visitors Reach Visitors
(000) (000)
Lazada Sites 7,443 37.5 679 Lazada Sites 7,095 35.7 650
VATGIA.COM 2,568 12.9 147 VATGIA.COM 2,359 11.9 132
SENDO.VN 1,929 9.7 122 SENDO.VN 1,781 9.0 120
THEGIOIDIDONG.COM 1,916 9.6 128 THEGIOIDIDONG.COM 1,537 7.7 112
FPTSHOP.COM.VN 1,613 8.1 95 FPTSHOP.COM.VN 1,378 6.9 85
TIKI.VN 1,232 6.2 72 TIKI.VN 1,095 5.5 67
Samsung Group 1,043 5.3 44 Amazon Sites 1,041 5.2 76
Amazon Sites 955 4.8 68 WEBSOSANH.VN 936 4.7 49
VNREVIEW.VN 867 4.4 41 DIENMAYXANH.COM 833 4.2 42
WEBSOSANH.VN 866 4.4 40 Samsung Group 795 4.0 37
LEADING B2C ECOMMERCE SITES IN VIETNAM - MAY 2017
(BY MONTHLY PAGE VIEWS)
Monthly page views
(Million)
32.6
15.5
15.4
12.1
9.5
6.8
3.2
2.4
2.1
1.3
Source: SimilarWeb as cited by ecommerceIQ, Jul 2017

71
CASH ON DELIVERY IS STILL THE DOMINANT PAYMENT

METHOD WHEN SHOPPING ONLINE
Payment method 2015 (%) Payment method 2016 (%)

69 70
15 17
15
9 11 11
6 5 4 5 3 2
Cash on Bank Credit card Pay at With my Debit card I pay at an Cash on Bank Credit card Pay at With my Debit card I pay at an
delivery transaction online post office mobile online office delivery transaction online post office mobile online office
phone collection phone collection
credit point credit point
QUESTION: MI14b - How do you usually pay for the goods you purchase online? QUESTION: MI14b - How do you usually pay for the goods you purchase online?
Source: 3D 2015 N= 437 urban adults aged 15-49 Internet users shop online Source: 3D 2016 N= 767 urban adults aged 15-49 Internet
72 in P12M users shop online in P3M
PRINT
73
PRINT OVERVIEW
~107
Newspaper titles
(120 in 2015)
150
Online newspapers &
magazines
(105 in 2015)
~114
Magazines titles
(140 in 2015)
74 Source: Ministry of Information and Communication Report July 2017

PRINT ADEX – H1 2017 VS H1 2016
Print ADEX has decreased by 15% vs H1 2016.
Billion VND
764.5
648.6
H1 2016 H1 2017
Source: Kantar Media Vietnam

PRINT ADEX – H1 2017 VS H1 2016
• Real estate/Properties is the top category for Print, with no change in spending comparing to last year period. Watches/
Jewellery and Luxury High Street Clothing are the only two in top 10 products categories that have an increase in
spending, by 20% and 81% respectively
• Chanel (perfume) has increased by 206% in spending, skyrocketed to 1st top spending advertiser. Following by Saigon
Co.Op in the 2nd with 206% growth in spending as well.
Total industry 648.6
764.5 - 15%
BY TOP BY TOP
Growth Growth
CATEGORIES H1 2017 vs
ADVERTISERS H1 2017 vs
H1 2016 H1 2016
86.6
PROPERTY 86.7 0% CHANEL
9.0 +206%
3.0
26.3
WATCHES & JEWELLERY 21.9 +20% SAIGON CO.OP 8.1 +206%
2.6
25.5
SPECIALIZED DISTRIBUTION 33.0 -23% SAMSUNG VINA ELECTRONICS 7.5 -51%
CO., LTD. 15.3
HEALTH DRINK FOODS 22.6
48.1 -53% 6.5 -10%
HUNG THINH Corp. 7.2
TRADING FIRMS 21.5
26.3
-18% 6.3 -25%
NGUYEN KIM Pte. Ltd. 8.4
HOTELS & TOURIST RESORT 21.1
TOSHIBA VIETNAM CONSUMER 6.1
23.1
6.1
TOURIST OFFICES & SERVICES 18.8 PRODUCTS CO., LTD (TVCP)
5.7
23.7
THE GIOI DI DONG JS Co. 7.7
CAR 18.6
4.8
23.9
ROLEX S.A Co. 3.4
BANKING 17.1
4.3
18.3 VIETRAVEL
H1 2017 5.2 H1 2017
LUXURY HIGH ST CLOTHING 16.4
4.2
9.0 SAIGON TOURIST Co.
3.3 H1 2016
H1 2016
Unit: Billion VND Unit: Billion VND
PRINT ADEX – H1 2017 VS. H1 2016
• Spending on both Tuoi Tre and Thanh Nien have dropped in H1 2017 by 24% and 38% respectively. Tiep Thi & Gia Dinh
sees a big drop by 59%, falling out of the top 5 Titles comparing to last year period.
• Nguyen Kim still remains the 1st ranking in the top brand list, although with 25% drop in spend. Cocobay Danang and
Saigon Co.Op increase spend significantly by 321% and 361% respectively to join top 10 ranking.
BY TOP BRANDS Growth BY TOP TITLES Growth

H1 2017 vs H1 2017 vs
H1 2016 H1 2016
NGUYEN KIM Home Electric Appliances 6.3 TUOI TRE 109.2
8.4 -25% 143.8 -24%
Centre
4.7 THANH NIEN 73.4
ROLEX (Watches) 3.0 +58% 119.0 -38%
4.4 HERITAGE 49.8
CO.OPMART Supermarket System 1.7 +159% 45.2 +10%
4.3 -17% HERITAGE FASHION 41.1
VIETRAVEL 5.2 37.9 +8%
4.2 +40% NHIP CAU DAU TU 29.3
SAIGON TOURIST 3.0 27.0 +9%
SAMSUNG (Mobile Phone) 4.1 SAI GON TIEP THI 21.5
4.8 22.9
CHOLON Home Electric Appliances Center 4.0 19.8
5.6 ELLE #N/A
DIENMAYXANH.COM (Home Electric 3.9 19.2
4.3 SAI GON GIAI PHONG 20.3
Appliances Centre)
3.8 18.7
COCOBAY DA NANG 0.9 DAU TU 17.7
3.7 H1 2017 18.3 H1 2017
SAIGON CO.OP (Saigon Cooperative) 0.8 TIEP THI & GIA DINH 44.6
H1 2016 H1 2016

77 Source: Kantar Media Vietnam
PRINT ADEX – H1 2017 VS. H1 2016
• Spend on newspapers has decreased significantly across all titles, except for Dau Tu with a slight 6% growth.
• On magazine, ranking has changed as Heritage, Heritage Fashion and Nhip Cau Dau Tu seen a noticeable growth by
10%, 8%, and 9% respectively, while Tiep Thi & Gia Dinh dropped by 59% and fall to #5 from #1 in H1 2016 ranking.
BY NEWSPAPER BY MAGAZINE
Growth Growth
TITLE H1 2017 vs TITLE H1 2017 vs
H1 2016 H1 2016
109.2 49.8
TUOI TRE -24% HERITAGE 45.2 +10%
143.8
73.4 41.1
THANH NIEN -38% HERITAGE FASHION 37.9 +8%
119.0
21.5 NHIP CAU DAU TU 29.3
SAI GON TIEP THI 22.9 -6% 27.0 +9%
19.2 ELLE 19.8
SAI GON GIAI PHONG -6% #N/A #N/A
20.3
DAU TU 18.7 TIEP THI & GIA DINH 18.3

17.7 +6% 44.6 -59%
CONG AN THANH PHO HO CHI 15.6 L'OFFICIEL 14.0
MINH 16.8 #N/A
14.8 DEP 11.2

TIEN PHONG 17.4 13.3
PHONG CACH - HARPER' S 11.1
AN NINH THU DO 14.2
21.1 BAZAAR 11.9
14.0 THE GIOI PHU NU 10.5

LAO DONG 17.6 13.1
H1 2017 H1 2017
12.2 DOANH NHAN SAI GON CUOI 10.5
THOI BAO KINH TE VIET NAM H1 2016 13.8 H1 2016
15.2 TUAN

78 Source: Kantar Media Vietnam
TIME SPEND READING NEWSPAPERS (IN MINUTES)
105 109 107

Weekday 100 101
99 94
98
Average minutes 2015
44 45 44 46 48 48 43 42
Index 2016 (vs Total 2016)

Total 15-49 Male Female Age 15-19 Age 20-24 Age 15-24 Age 25-34 Age 35-49
Weekend
104 110 98
100 100 100 108 94
48 48 49 51 53 52 47
46

Source: GroupM 3D
QUESTION MN3/3a. On an average WEEKDAY (Mon-Fri)/ WEEKEND, how much time do you spend on reading newspapers?
79 Base: 2015 N= 1,928 ; 2016 N= 2,338 urban adults age 15-49 read or looked at newspaper in the last month (Online & offline)
TOP 10 POPULAR NEWSPAPERS – BY AGE GROUP
Total 15-19 20-24

% read % read % read
No. Title Title Index Title Index
P12M P12M P12M
1 Tuoi Tre 30.3 Tuoi Tre 22.1 73 Tuoi Tre 33.6 111
2 Thanh Nien 21.3 Thanh Nien 17.8 84 Thanh Nien 20.9 98
3 Tin Tuc 13.4 Tuoi Tre and Cuoc 17.5 162 Bong Da 12.2 95
Song Tin Tuc 11.3 84
4 Bong Da 12.9
Phap Luat Xa Hoi 12.0 111
5 Cong An TP HCM 12.4 Tuoi Tre and Cuoc 10.6 98
Bong Da 9.2 71 Song
Tuoi Tre and Cuoc
6 10.8 Tin Tuc 8.3 62 Cong An TP HCM 8.1 65
Song
7 Phap Luat Xa Hoi 10.8 The Thao & Van Hoa 7.6 181 Phap Luat Xa Hoi 8.0 74
8 An Ninh Thu Do 7.0 Saigon Tiep Thi 6.4 160 Nguoi Lao Dong 6.1 100
9 Phap Luat TP HCM 6.9 Phu Nu Vietnam 5.5 93 An Ninh Thu Do 5.2 74
10 Nguoi Lao Dong 6.1 The Thao Ngay Nay 5.2 208 Vietnam News 5.1 111

QUESTION MN9. Which of these DAILY newspapers have you read / looked into in the PAST 12 MONTHS?
80 Base: 2,338 urban adults age 15-49 read or looked at newspaper in the last month (Online & offline)
TOP 10 POPULAR NEWSPAPERS – BY AGE GROUP (CONT.)
25-34 35-49
No. Channel % watch P1M Index Channel % watch P1M Index
1 Tuoi Tre 30.2 100 Tuoi Tre 32.3 107

2 Thanh Nien 19.7 92 Thanh Nien 24.7 116
3 Tin Tuc 15.4 115 Cong An TP HCM 16.5 133
4 Cong An TP HCM 14.5 117 Bong Da 16.0 124
5 Bong Da 12.0 93 Tin Tuc 15.2 113
Tuoi Tre and Cuoc 11.2 104 Phap Luat Xa Hoi 12.1 112
6
Song Phap Luat TP HCM 9.7 141
7 Phap Luat Xa Hoi 10.8 100
An Ninh Thu Do 9.0 129
8 Phap Luat TP HCM 7.6 110
Cong An Nhan Dan 8.4 140
9 An Ninh Thu Do 7.3 104
Tuoi Tre and Cuoc
10 Nguoi Lao Dong 6.4 105 7.4 69
Song

81 Base: 2,338 urban adults age 15-49 read or looked at newspaper in the last month (Online & offline)
TOP 10 POPULAR NEWSPAPERS – 2016 VS 2015
2015 vs 2016
Total Total
% read
No. Title % read P12M No. Title
P12M
1 Tuoi Tre 33.0 1 Tuoi Tre 30.3
2 Thanh Nien 21.7 2 Thanh Nien 21.3
3 Bong Da 16.9 3 Tin Tuc 13.4

4 Bong Da 12.9
4 Cong An TP HCM 15.2
5 Cong An TP HCM 12.4
5 Tin Tuc 15.1
6 Phap Luat TP HCM 10.2 6 Tuoi Tre and Cuoc Song 10.8
7 Gia Dinh & Xa Hoi 9.5 7 Phap Luat Xa Hoi 10.8

8 Lao Dong 8.6 8 An Ninh Thu Do 7.0
9 Cong An Nhan Dan 8.4 9 Phap Luat TP HCM 6.9
10 The Thao 24h 8.4 10 Nguoi Lao Dong 6.1
Source: GroupM 3D
82 Base: 2015 N= 1,928 ; 2016 N=2,338 urban adults age 15-49 read or looked at newspaper in the last month (Online & offline)
2015 vs 2016 15-19
15-19
% read % read
Title Index Title Index
P12M P12M
Tuoi Tre 22.1 73
Tuoi Tre 28.1 85
Thanh Nien 17.8 84
Thanh Nien 16.3 75
Tuoi Tre and Cuoc Song 17.5 162
Bong Da 14 83
Tin Tuc 11.7 78 Phap Luat Xa Hoi 12.0 111
Cong An TP HCM 8.8 58 Bong Da 9.2 71
Tuoi Tre and Cuoc Song 8.6 131 Tin Tuc 8.3 62
Gia Dinh & Xa Hoi 7.2 76 The Thao & Van Hoa 7.6 181
Phu Nu TPHCM 6.9 130 Saigon Tiep Thi 6.4 160
Phu Nu Vietnam 6.8 106 Phu Nu Vietnam 5.5 93
The Thao 24h 6.3 76 The Thao Ngay Nay 5.2 208
Source: GroupM 3D
2015 vs 2016
20-24 20-24
Title % read P12M Index Title % read P12M Index
Tuoi Tre 33.5 102 Tuoi Tre 33.6 111

Thanh Nien 20.9 98
Thanh Nien 18.7 87
Bong Da 12.2 95
Tin Tuc 13.7 91
Tin Tuc 11.3 84
Bong Da 13.4 79
Tuoi Tre and Cuoc 10.6 98
Cong An TP HCM 12.6 83 Song
Phap Luat TP HCM 11.6 114 Cong An TP HCM 8.1 65
The Thao 24h 9.4 113 Phap Luat Xa Hoi 8.0 74
Gia Dinh & Xa Hoi 8.8 93 Nguoi Lao Dong 6.1 100
Nguoi Lao Dong 8.6 117 An Ninh Thu Do 5.2 74
Mua & Ban 8.5 144 Vietnam News 5.1 111
Source: GroupM 3D
2015 vs 2016
25-34 25-34
No. Channel % watch P1M Index No. Channel % watch P1M Index
1 Tuoi Tre 30.8 93 1 Tuoi Tre 30.2 100

2 Thanh Nien 20.3 94 2 Thanh Nien 19.7 92
3 Bong Da 18.2 108 3 Tin Tuc 15.4 115
4 Tin Tuc 14.2 94 4 Cong An TP HCM 14.5 117
5 Cong An TP HCM 13.1 86 5 Bong Da 12.0 93
Gia Dinh & Xa Tuoi Tre and 11.2 104
6 9.7 102 6
Hoi Cuoc Song
7 The Thao 24h 7.7 92 7 Phap Luat Xa Hoi 10.8 100
Phap Luat TP Phap Luat TP 7.6 110
8 7.2 70 8
HCM HCM
9 Lao Dong 7.1 83 9 An Ninh Thu Do 7.3 104
10 Nguoi Lao Dong 6.9 94 10 Nguoi Lao Dong 6.4 105
Source: GroupM 3D
2015 vs 2016
35-49 35-49
Channel % watch P1M Index Channel % watch P1M Index
Tuoi Tre 37.5 114 Tuoi Tre 32.3 107

Thanh Nien 27.7 128 Thanh Nien 24.7 116
Cong An TP HCM 16.5 133
Cong An TP HCM 22.4 147
Bong Da 16.0 124
Bong Da 19.4 115
Tin Tuc 15.2 113
Tin Tuc 18.6 124
Phap Luat Xa Hoi 12.1 112
Phap Luat TP HCM 15.2 149
Phap Luat TP HCM 9.7 141
Cong An Nhan Dan 12 144
Lao Dong 11.7 136
Cong An Nhan Dan 8.4 140
Tuoi Tre and Cuoc
Nhan Dan 11.3 169 7.4 69
Song
Source: GroupM 3D
ONLINE READING IS OVER-TAKING OFFLINE READING
People read newspaper online more than offline, and a majority of those who read newspapers online read them on apps
and on smartphone or iPad/tablet
66
Newspaper hard
42
copy
25
62 9
Newspaper Newspaper app on
66 42
website smartphone
71 34
2 2
Email bulletins On iPad or Tablet 8
2
from Newspaper 8
2
3
Links shared by
6 3D 2013
friends
8
3D 2015
3D 2016
QUESTION: MN4 – How do you usually read the news?

Source: GroupM 3D
87 BASE: Those who read or bought Newspaper during past month – 2013 N=2066, 2015 N=1920, 2015 N=2338
TIME SPEND READING MAGAZINES (MINUTES)
Weekday 100 101 109

107
102
104
98
91
40 39 41 42 44 43 41 Average minutes 2015

36

Weekend
102 117 107

102
100 93
98 90
48 43 Average minutes 2015

41 42 40 38 37 41

88
Source: GroupM 3D
QUESTION MZ3/3a. On an average WEEKDAY (Mon-Fri)/ WEEKEND, how much time do you spend on reading magazines?
Base: 2015 N= 814 ; 2016 N=1,580 urban adults age 15-49 read or looked at magazine in the last 3 months
TOP 10 WEEKLY MAGAZINE FOR FEMALE
Total Female Female 15-24 Female from 25-49

No. Weekly Title Weekly Title Index Weekly Title Index
P12M P12M P12M
1 Tiep Thi and Gia Dinh 23.3 2 Dep 22.0 180 Thoi Trang Tre 30.0 129
2 Suc Khoe & Doi Song 21.2 Thoi Trang Tre 20.6 141 2 Dep 24.6 116
3 Suc Khoe Gia Dinh 15.2 Suc Khoe & Doi Song 16.2 76 Suc Khoe & Doi Song 20.0 132
4 Thoi Trang Tre 14.6 Tiep Thi and Gia Dinh 13.3 57 Tiep Thi and Gia Dinh 14.5 115
The Gioi Phu Nu 12.6 Hoa Hoc Tro 1 12.9 222 The Gioi Phu Nu 10.5 72
5
(TPHCM) (TPHCM)
Muc Tim 12.1 198
6 2 Dep 12.2 Suc Khoe Gia Dinh 9.0 120
The Gioi Phu Nu 9.8 78
7 Hanh Phuc Gia Dinh 7.5 Hoa Hoc Tro 1 6.9 150
(TPHCM
8 The Gioi Dien Anh (f) 7.2 The Gioi Dien Anh (f) 9.4 131 Thuoc & Suc Khoe (f) 6.5 118
9 Thuoc & Suc Khoe (f) 6.3 Thuoc & Suc Khoe (f) 8.5 135 The Gioi Dien Anh (f) 5.7 47
10 Muc Tim 6.1 Suc Khoe Gia Dinh 7.9 52 Muc Tim 5.7 79

MZ10. Which of these WEEKLY magazines have you read / looked into in the PAST 12 MONTHS?
89 Base: 980 urban Females age 15-49 read or looked at magazine in the last 3 months
TOP 10 WEEKLY MAGAZINE FOR FEMALE 2016 VS 2015
2015 vs 2016
Total Total Female
% read % read
No. Weekly Title No. Weekly Title
P12M P12M
1 Tiep Thi and Gia Dinh 29.5 1 Tiep Thi and Gia Dinh 23.3
2 Suc Khoe & Doi Song 25.7 2 Suc Khoe & Doi Song 21.2
3 Hanh Phuc Gia Dinh 20.5 3 Suc Khoe Gia Dinh 15.2
4 Thoi Trang Tre 13.5 4 Thoi Trang Tre 14.6
5 Suc Khoe Gia Dinh 12.6 5 The Gioi Phu Nu (TPHCM) 12.6
6 The Gioi Dien Anh 12.4 6 2 Dep 12.2
7 Suc Khoe 11.9 7 Hanh Phuc Gia Dinh 7.5
8 The Gioi Phu Nu 11.3 8 The Gioi Dien Anh (f) 7.2
9 2 Dep 7.3 9 Thuoc & Suc Khoe (f) 6.3
10 Hoa Hoc Tro 1 6.2 10 Muc Tim 6.1
Source: GroupM 3D
90 Base: 2015 N=527; 2016 N=980 urban Females age 15-49 read or looked at magazine in the last 3 months
TOP 10 WEEKLY MAGAZINE FOR MALE
Total Male Male 15-24 Male from 25-49

No. Weekly Title Weekly Title Index Title Index
P12M P12M P12M
1 Suc Khoe & Doi Song 20.6 Suc Khoe & Doi Song 16.3 79 Suc Khoe & Doi Song 23.3 113
2 Suc Khoe Gia Dinh 13.0 The Gioi Dien Anh (f) 12.2 134 Suc Khoe Gia Dinh 14.8 114
3 Tiep Thi and Gia Dinh 10.7 Suc Khoe Gia Dinh 10.2 78 Tiep Thi and Gia Dinh 11.8 110
The Gioi Dien Anh (f) 7.2 79
4 The Gioi Dien Anh (f) 9.1 Tiep Thi and Gia Dinh 9.1 85
Thuoc & Suc Khoe (f) 6.0 92
5 Thuoc & Suc Khoe (f) 6.5 Thoi Trang Tre 7.7 133
Thoi Trang Tre 4.6 79
6 Thoi Trang Tre 5.8 Hoa Hoc Tro 1 7.5 250
Hanh Phuc Gia Dinh 4.6 107
7 Hanh Phuc Gia Dinh 4.3 Thuoc & Suc Khoe (f) 7.2 111
Doi Song Gia Dinh
8 Hoa Hoc Tro 2 3.4 Hoa Hoc Tro 2 7.2 212 4.1 158
(Phu Nu Thu Do)
9 Hoa Hoc Tro 1 3.0 Khan Quang Do 5.9 246 Dat Mui Cuoi Tuan 3.2 139
10 2 Dep 2.8 2 Dep 5.3 189 Muc Tim 1.6 62

91 Base: 600 urban Males age 15-49 read or looked at magazine in the last 3 months
TOP 10 WEEKLY MAGAZINE FOR MALE 2016 VS 2015
2015 vs 2016
Total Total Male
No. Weekly Title % read P12M No. Weekly Title % read P12M
1 Suc Khoe & Doi Song 22.8 1 Suc Khoe & Doi Song 20.6
2 Tiep Thi and Gia Dinh 20.5 2 Suc Khoe Gia Dinh 13.0
3 The Gioi Dien Anh (f) 13.1 3 Tiep Thi and Gia Dinh 10.7
4 Hanh Phuc Gia Dinh 11.3 4 The Gioi Dien Anh (f) 9.1
5 Thoi Trang Tre 9.7 5 Thuoc & Suc Khoe (f) 6.5
6 Suc Khoe 9.3 6 Thoi Trang Tre 5.8
7 Suc Khoe Gia Dinh 8.3 7 Hanh Phuc Gia Dinh 4.3
8 Muc Tim 6.0 8 Hoa Hoc Tro 2 3.4
9 Golf & Life 5.5 9 Hoa Hoc Tro 1 3.0
10 2 Dep 5.5 10 2 Dep 2.8
Source: GroupM 3D
92 Base: 2015 N=287; 2016 N=600 urban Males age 15-49 read or looked at magazine in the last 3 months
TOP 10 MONTHLY MAGAZINE FOR FEMALE
Total Female 15-24 Female from 25-49

No. Monthly Title Monthly Title Index Monthly Title Index
P12M P12M P12M
1 Dep 15.2 Dep 18.3 120 Phu Nu Ngay Nay 18.1 126
2 Phu Nu Ngay Nay 14.4 Phu Nu Ngay Nay 8.9 62 Dep 13.1 86
3 Me & Con 9.6 Mon Ngon Viet nam 8.0 110 Me & Con 11.9 124
(bi-monthly) Bac Si Gia Dinh 9.7
4 Bac Si Gia Dinh 8.1 120
Nguoi Dep Viet Nam 8.0 143
Mon Ngon Viet nam (bi- 7.3 (f) Me Yeu Be 9.2 128
5
monthly) Me & Con 6.1 64 Mon Ngon Viet nam 6.8
93
6 Me Yeu Be 7.2 (bi-monthly)
Bac Si Gia Dinh 5.6 69
Noi That 4.6 105
7 Nguoi Dep Viet Nam (f) 5.6 Tin Hoc & Doi Song 4.4 152
Kien Truc & Doi Song 4.4 122
8 Noi That 4.4 Me Yeu Be 4.2 58
Nguoi Dep Viet Nam 4.0
9 Kien Truc & Doi Song 3.6 Noi That 4.2 95 71
(f)
10 Nu Doanh Nhan 2.9 Her World (Vietnam) 3.5 219 Nu Doanh Nhan 3.2 110

QUESTION MZ13. Which of these MONTHLY magazines have you read / looked into in the PAST 12 MONTHS?
93 Base: 980 urban Females age 15-49 read or looked at magazine in the last 3 months
TOP 10 MONTHLY MAGAZINE FOR FEMALE 2016 VS 2015
2015 vs 2016
Total Total
% read % read
No. Monthly Title No. Monthly Title
P12M P12M
1 Dep 15.2
1 Phu Nu Ngay Nay 11.2
2 Phu Nu Ngay Nay 14.4
2 Oto Xe May 9.8
3 Me & Con 9.6
3 Dep 9
4 Bac Si Gia Dinh 8.1
4 Cha Me & Con 8.5
Mon Ngon Viet nam (bi-monthly) 7.3
5 Mon Ngon Viet nam 7.8 5
6 Bac Si Gia Dinh 7.3 6 Me Yeu Be 7.2

7 The Gioi Dan Ong 7.2 7 Nguoi Dep Viet Nam (f) 5.6
8 Dien Tu Tieu Dung 6.6 8 Noi That 4.4
9 The Thao Van Hoa & Dan Ong 6.5 9 Kien Truc & Doi Song 3.6
10 Gia Dinh & Tre Em 6.2 10 Nu Doanh Nhan 2.9

94 Base: 2015 N= 527 ; 2016 N=980 urban Females age 15-49 read or looked at magazine in the last 3 months
TOP 10 MONTHLY MAGAZINE FOR MALE
Total Male 15-24 Male from 25-49

No. Monthly Title Monthly Title Index Title Index
P12M P12M P12M
1 Oto Xe May 20.9 Oto Xe May 18.0 86 Oto Xe May 22.7 109
2 The Thao Van Hoa & Dan Ong 17.7 Xe & Doi Song 17.2 110 The Thao Van Hoa & Dan Ong 18.5 105
3 Xe & Doi Song 15.6 The Thao Van Hoa & Dan Ong 16.5 93 Xe & Doi Song 14.6 94
4 Tin Hoc & Doi Song 8.3 Tin Hoc & Doi Song 11.9 143 Doanh Nhan 9.6 133
5 The Gioi Dan Ong 7.8 The Gioi Oto 9.3 143 Kien Truc Nha Dep 8.0 107
6 Dien Tu Tieu Dung 7.8 The Gioi Dan Ong 7.7 99 The Gioi Dan Ong 7.9 101
7 Kien Truc Nha Dep 7.5 Dien Tu Tieu Dung 7.6 97 Dien Tu Tieu Dung 7.9 101
8 Doanh Nhan 7.2 Kien Truc Nha Dep 6.7 89 Bac Si Gia Dinh 7.7 115
9 Noi That 6.8 Noi That 6.1 90 Noi That 7.3 107
10 Bac Si Gia Dinh 6.7 Oto VN 5.3 133 Kien Truc & Doi Song 7.2 114
Source: Group M 3D 2016

95 Base: 600 urban Males age 15-49 read or looked at magazine in the last 3 months
TOP 10 MONTHLY MAGAZINE FOR MALE 2016 VS 2015
2015 vs 2016
Total Total
% read % read
No. Monthly Title No. Monthly Title
P12M P12M
1 Oto Xe May 18.7 1 Oto Xe May 20.9
2 The Gioi Dan Ong 14.3 2 The Thao Van Hoa & Dan Ong 17.7
3 The Thao Van Hoa & Dan Ong 11.6 3 Xe & Doi Song 15.6
4 Dien Tu Tieu Dung 10.2 4 Tin Hoc & Doi Song 8.3
5 Doanh Nhan 9.0 5 The Gioi Dan Ong 7.8
6 The Gioi Oto 8.3 6 Dien Tu Tieu Dung 7.8
7 Phong Cach Doanh Nhan 7.1 7 Kien Truc Nha Dep 7.5
8 Kien Truc & Doi Song 6.6 8 Doanh Nhan 7.2
9 Xe Hoi 6.4 9 Noi That 6.8
10 Bac Si Gia Dinh 6.3 10 Bac Si Gia Dinh 6.7
Source: Group M 3D
96 Base: 2015 N=287; 2016 N=600 urban Males age 15-49 read or looked at magazine in the last 3 months
CHANNEL OVERVIEW
RADIO
97
LIST OF MONITORED RADIO
No. Radio Channels (H1 2016) Radio Channels (H1 2017) Monitored Period
1 VOH - FM 99.9 VOH - FM 99.9
2 VOV3 – Xone FM VOV3 – Xone FM From June 2016
3 N/A RADIO: VOH-GTHCM ( 95,6MHZ ) From Jan 2017
4 N/A RADIO: VOV GT HCM - FM 91 From Jan 2017
5 N/A RADIO: VOV GT HN - FM 91 From Jan 2017
98
TOTAL RADIO ADEX H1 2017 VS H1 2016
4 more channels were added in 2017 monitoring list by Kantar, therefore caused a tremendous increase in radio ADEX.
Billion VND Radio ADEX H1’ 2017 vs. H1’ 2016

91.7
398.6
69.0 71.0
63.3
59.4
H1'2017
44.2
H1'2016
17.0
42.9 5.6 4.2 5.6 6.9
3.7
H1 2016 H1 2017 Jan Feb Mar Apr May Jun

Note: Adspend in 2016 based on 2 radio channel,
2017 based on 5 radio channels.

RADIO ADEX H1 2017 VS H1 2016 (1 CHANNEL – VOH FM WAVE)
In fact, there is a significant drop of 41% in H1 2017 Ad Spend for Channel VOH FM 99.9 comparing to H1 2016.
Billion VND Radio ADEX H1’ 2017 vs. H1’ 2016
7.5
6.9
33.4
5.6 5.6
4.2
19.4 3.7 H1'2017
4.5
H1'2016
3.2 3.0 3.1 3.2
2.3
H1 2016 H1 2017 Jan Feb Mar Apr May Jun

Note: Adspend in 2016 based on 1 radio channel – VOH FM Wave
2017 based on 1 radio channel – VOH FM Wave accordingly

TOTAL RADIO ADEX IN H1 2017
• Healthy drink and foods is the top category, followed by Properties/Real estates and Telecom operators.
• Vinaphone is the highest spending brand & Tan A Dai Thanh is the biggest advertiser on radio.
BY TOP BY TOP BY TOP BRANDS

CATEGORIES ADVERTISERS
HEALTH DRINK FOODS 50.1 TAN A DAI THANH Group 29.6 VINAPHONE 24.9
PROPERTY VINAPHONE
49.0 25.0 15.3
TAN A DAI THANH (Water
TELECOM OPERATOR - Filter)
MOBILE TELEPHONY 36.9 VIETTEL CORPORATION 12.0 11.8
TAN A DAI THANH Group
SPECIALIZED DISTRIBUTION 16.9 TRAPHACO JSC 11.9 10.6
SCJ TV Shopping
16.2 SCJ TV Shopping 10.6 10.1

HOUSEHOLD APPLIANCE VIETTEL
RANGE
15.7 SUNSTAR.,JSC 10.2 8.1
TRADITIONAL & HERBAL HUNG TUY Showroom
PHARMA VINGROUP 7.3
15.4 9.0
GIAI DOC GAN TUE LINH
SMALL HH APPLIANCES TUE LINH Co.
13.9 8.2 6.3
TRADING FIRMS TOTTRI
PICENZA VIETNAM JS
11.3 8.1 4.0
BANKING Co. HOA SEN
H1 2017
ROOFING 8.5 ECO Pharmacy JS Co. 7.8 VIETNAM AIRLINES 4.0
Unit: Billion VND

Note: Ad spend in 2016 based on 2 radio channel,
2017 based on 5 radio channels.
TOTAL RADIO ADEX IN Q2 2017 VS Q1 2017
• There are increases across all the products in top categories spending in Q2 2017. It is noticed that Trading firms
increase greatly by 440% in just one quarter.
• Vinaphone is the highest spending brand, despite a decline of 8%. Tan A Dai Thanh remains as #1 advertiser.
BY TOP BY TOP BY TOP BRANDS
CATEGORIES ADVERTISERS
31.7 15.0 12.0
PROPERTY
17.3 +83% TAN A DAI THANH Group 14.6 +3% VINAPHONE 12.9 -8%
HEALTH DRINK FOODS 26.3 12.1 10.6

+11% VINAPHONE -7% SCJ TV Shopping #N/A
23.8 13.0 #N/A
TELECOM OPERATOR - 19.9 10.6 TAN A DAI THANH 9.2 +50%
+17% SCJ TV Shopping #N/A (Water Filter)
MOBILE TELEPHONY 17.0 #N/A 6.1
11.8 SUNSTAR.,JSC 7.6 +189% 6.4 +69%

+440% VIETTEL
TRADING FIRMS 2.2 2.6 3.7
7.2 5.8 -3%
9.3 +22% VIETTEL CORPORATION +50% TAN A DAI THANH Group
SPECIALIZED DISTRIBUTION 7.6 4.8 6.0
(VIEN THONG QUAN DOI)
5.8 HUNG TUY Showroom 4.3
SMALL HH APPLIANCES 9.2
6.1 6.1 3.9
TRAPHACO JSC GIAI DOC GAN TUE LINH
TRADITIONAL & HERBAL 7.9 5.6 3.6
7.9 1.2 3.8
PHARMA SUN GROUP CORPORATION HOA SEN
7.8 5.6 3.1
HOUSEHOLD APPLIANCE 8.4 HOA SEN Group 1.8 0.9
CEBRATON
RANGE 4.3 2.7
7.0
4.3 TUE LINH Co. 3.9 #N/A
BANKING Q2 2017
5.9 4.3 THEGIOIDIDONG.COM 2.5
PICENZA VIETNAM JS Co. 3.9 0.3 Q1 2017
MATERIALS 1.8
Unit: Billion VND

AVERAGE MINUTES SPEND LISTENING TO RADIO (URBAN
USER)
2015 vs 2016
118
109
100 112 100 107
100 101
85 93
100
91
82 81 82
78
44 47
40 40 38 39
34 36 33 36 36
31 33 32 33
29
Total Male Female Age 15- Age 20- Age 15- Age 25- Age 35- Total Male Female Age Age Age Age Age
15-49 19 24 24 34 49 15-49 15-19 20-24 15-24 25-34 35-49
Average minutes Index Average minutes Index
Source: GroupM 3D
QUESTION MR1. On an average day, how many hours do you spend on listening to radio?
103 Base: 2015 n=557; 2016 N= 909 adults age 15-49 listened to Radio in the last month
RADIO LISTENERS PENETRATION BY CHANNEL
2015 vs 2016
44
VOV 1 - FM VOV 1 - FM
38
20
VOVGT - HCM - FM 13
VOVGT - TP.HCM - FM
16 12
VOVGT - Hanoi - FM VOV 1 - AM
16 9
VOH - FM VOV 3 - FM
13 9
VOV 3 - FM VOH - FM
13 9
VOV 2 - FM Radio Binh Duong - FM
12 9
VOV 1 - AM VOH - AM
11 8
Xone FM VOV 2 - FM
9 7 Total 15-49
Radio Binh Duong FM VOVGT - Ha Noi - FM
Male
9 5
Loudspeaker Xone FM Female
Source: GroupM 3D
QUESTION: MR9 – Which of these radio stations have you listened to in the last 1 MONTH / 4 WEEKS?
104 Base: 2015 N= 557 ; 2016 N=909 adults age 15-49 listened to Radio in the last month
RADIO LISTENERS IN 6 KEY POINTS CITIES (2016 VS 2015)
2015
VOV 1 - FM VOVGT - VOVGT - Ha VOH - FM VOV 3 - FM VOV 2 - FM VOV 1 - AM Xone FM Radio Binh Loudspeaker
TP.HCM - Noi - FM Duong - FM
FM
2016
VOV 1 - FM VOVGT - VOV 1 - AM VOH - FM VOV 3 - FM Radio Binh VOH - AM VOV 2 - FM VOVGT - Ha Xone FM
TP.HCM - Duong - FM Noi - FM
FM
Total HA NOI HCM HAI PHONG DA NANG NHA TRANG CAN THO
Source: GroupM 3D
QUESTION: MR9 – Which of these radio stations have you listened to in the last 1 MONTH / 4 WEEKS?
105 Base: 2015 N= 557 , 2016 N=909 adults age 15-49 listened to Radio in the last month
OOH & CINEMA
106
OOH MEDIA PENETRATION INCREASED IN 2016 VS 2015
% Seen OOH ads in P7D % Seen OOH ads in P1M
Total 80 Total 84
88 92
Male 84
Male 86
90 93
Female 77
Female 82
86 91
Age 15-24 81
Age 15-24 85
90 94
Age 25-34 80 83
87 Age 25-34 92
Age 35-49 80 84
86 Age 35-49 91
3D 2015 3D 2016 3D 2015 3D 2016
QUESTION: MQ7 – Have you seen any forms of outdoor advertising (e.g. bus QUESTION: MQ7 – Have you seen any forms of outdoor advertising (e.g. bus
shelters, billboards, street banners, supermarkets, airports etc.)…? shelters, billboards, street banners, supermarkets, airports etc.)…?
CINEMA GOING FREQUENCY INCREASE IN 2016 VS 2015
2015 vs 2016 67 66 66
11 10 10
47 46 46
16 14 15
8 9 9 39 40 39
34 31 36
30
27 14 9 9 8
8 17 16 11
8 10
7 10 9 10
11
12 14 40 42 41 9 16
9 12
25 22 5 5
20 21 21 22
12 13 11 4 17 5
9
5 6
Total Male Female Age Age Age Age Age Total Male Female Age Age Age Age Age
15-49 15-49 15-49 15-19 20-24 15-24 25-34 35-49 15-49 15-49 15-49 15-19 20-24 15-24 25-34 35-49
Less often than once a quarter (Light) Less often than once a quarter (Light)
Once every 2 or 3 months (Medium) Once every 2 or 3 months (Medium)
Once a month or more often (Heavy) Once a month or more often (Heavy)
TOTAL TOTAL
QUESTION: MC1 – On average, how often do you go to the cinema?

108
Source: GroupM 3D (BASE: Total Base –2015 N=2900, 2016 N=2900)
CINEMA OVERVIEW
Big 5 Cinema networks below account for 98% market share
Cinema Industry 2017

No. of theatre (by Locations and Screens)
End of End of End of End of Jul
of each 258
2014 2015 2016 2017
operator
No. of Screens
CGV 21 30 38 49 No. of Locations
133 No. of Cities
Lotte 16 22 29 31
Galaxy 5 5 7 7 40 43 45
29
12 19 9
BHD 2 5 7 7 7 4 7 2 2 2
Platinum 5 5 5 2
Total 49 67 86 96
109
Source: Moveek.com ; Wemedia.vn
KEY OOH FORMATS & NUMBERS
5259 Billboards
1744 Wet market
3921 Britelite
1435 Bus shelter
3300 LCDs at apartment

55 Large LEDs
2316 LCDs at office building
110 Source: Trinity Exchange – Landscape Overview Data – Sep 21, 2015
HOCHIMINH CITY STARTS TRIAL FOR ADVERTISING
ON BUS FROM APRIL 2016
• The Hochiminh City People’s Committee approved a proposal by
Department of Transport for a trial of eight months for advertisement
on local buses from April 2016. This is to aim to increase the bus
companies' profit and accordingly reduce their reliance on state
subsidies.
• Upon regulation, the billboards should not cover more than 50% of
the vehicle’s surface, and must be made of durable materials that
will survive all weather conditions. Contents of the ads must conform
to regulations instructed by the Department of Transport.
• Advertising agencies can bid for space on the buses subsidized by
the city and revenues from these will go into the city’s coffers. In
cases of non-subsidized buses, owners can fix the advertising price.
• The trial program started from April 2016 (piloted on 10 routes) and
now been expanded to all 3,000 buses in the city. 171 subsidized
buses brought the city VND 14.6 billion during the pilot period and
annual revenues are expected to reach VND 170 billion for 3,000
buses now in place.
111 Source: Vietnamnews, May 2017

THANK YOU !
Whilst every care and attention to detail has been taken to ensure reasonable accuracy, neither GroupM nor its employees
accept any responsibility or liability for any errors, omissions or unintentional mis-interpretation of data contained herein.
Any reproduction of this report or any of its contents and re-distribution is strictly forbidden without the written permission of GroupM Knowledge Vietnam.

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VIETNAM MEDIA

GLOBAL CONSUMER CONFIDENCE INDEX Q2 2017

points (to 86) vs Q4 2016. Conversely, the UK posted a 99

CONSUMER CONFIDENCE INDEX Q2 2017 – ASEAN

Global APAC Indonesia Malaysia Philippines Singapore Thailand Vietnam

6 SOURCE: Nielsen Global Consumer Confidence Survey, Q2 2017

+ 6% + 11% + 14% + 8% % Media Penetration

TIME SPENT ON INTERNET SURPASSED TV IN 2016

TV Newspapers Magazines Radio Internet

3D 2013 3D 2015 3D 2016

66% 15% 35%

Smartphone Ipad Tablet

85% 10% 10%

3D 2013 3D 2015 3D 2016

TV 20,405.43 19,295.04 96% 95%

Print 764.48 648.57 -15%

Radio 42.65 398.57 +834%(*)

Total 21,211.99 20,342.18 -4% 4% 3% 0% 2%

Unit: Billion VND TV Print Radio

12 Source : Kantar Media Vietnam

Total industry 20,342.18 -4% Unit: Billion VND

103 FTA TV channels

50 foreign channels localized as per MIC guidelines

15 Source: Ministry of Information and Communication Report Jul 2017

13.1 million pay-tv subscribers (82% are cable TV subscribers) 5%

(Viettel) Source: MediaPartners 2016 , K + Pay TV market analysis

Source: Ministry of Information and Communication Report Jul 2017, ICTnews.vn

PAY-TV SUBSCRIBERS (2010 – H1 2017)

2010 2011 2012 2013 2014 2015 2016 H1

17 SOURCE: Ministry of Information and Communications (MIC), Jul 2017

FROM ANALOGUE TO DIGITAL TV

BY TOP CATEGORIES BY TOP BRANDS BY TOP ADVERTISERS

BY TOP CHANNELS BY TOP CHANNELS

Unit: Billion VND

% Watched TV Yesterday % Watched TV in P1M

Age 15-24 83 Age 15-24 93

Age 25-34 86 Age 25-34 94

Age 35-49 93 Age 35-49 97

3D 2015 3D 2016 3D 2015 3D 2016

% Watched Pay TV Yesterday % Watched Pay-TV in P1M

3D 2015 3D 2016 3D 2015 3D 2016

22 Source: GroupM 3D (BASE: Total Base –2015 N=2900, 2016 N=2900)

Total 15-49 74% 16% 8%

Male 15-49 72% 16% 9%

Female 15-49 76% 15% 6%

Age 15-24 64% 22% 10%

Age 25-34 77% 13% 7%

Age 35-49 81% 12% 6%

QUESTION MT3: How often do you personally watch TV? TV channels)?

Average MINUTES spend watching TV Average MINUTES spend watching

126 126 127

Source: GroupM 3D 2016

1 Local News 54.2 133 Local News 67.0

Source: GroupM 3D 2016

Source: GroupM 3D 2016

1 Local News 56.7 138 Local News 64.5 157

Source: GroupM 3D 2016

2 Red River Delta Local News, Foreign TV Series, Local; TV Series

3 Hanoi Movies, Local News, Foreign TV Series