With a large audience, VOV channels are a reliable choice for businesses in their brand advertising campaigns. VOV advertising increasingly affirms the importance of a long-established media channel with a reputation and millions of listeners who are potential customers for enterprises.
1. Overview of the Voice of Vietnam (VOV)
The Voice of Vietnam (VOV) is the national radio broadcaster and is an agency under the Government, tasked with informing and propagating the Party’s guidelines, policies, and the laws of the State. It contributes to enhancing public knowledge and serving the spiritual needs of the people through radio programs, internet broadcasting, audiovisual broadcasting, and print journalism.
VOV operates under the management of the Ministry of Information and Communications regarding journalistic activities, frequencies, and transmission of radio broadcasts. Currently, VOV is one of the leading multimedia communication organizations in the country, encompassing all four types of journalism: radio, television, print, and online news.
2. The most prominent radio channels of the Voice of Vietnam (VOV)
2.1. VOV1 (News channel)
As the first radio channel of VOV, it has been broadcasting since September 7, 1945. From the beginning of 2004, VOV1 was officially named the Current Affairs – Politics – General Channel and broadcasts daily from 4:45 AM to 12:00 AM (simulcasting VOV3 from 12:00 AM to 4:45 AM) on shortwave, medium wave, and FM frequencies nationwide.
2.2. VOV2 (Cultural – Social Channel)
It has been broadcasting since September 7, 1991. From January 1, 2010, VOV2 broadcasts daily from 4:45 AM to 12:00 AM on shortwave, medium wave, and FM frequencies nationwide.
2.3. VOV3 (Music Channel)
It first broadcast at 7:00 AM on September 7, 1990, on the FM frequency of 100.0 MHz. In 1995, VOV3 switched to the FM frequency of 102.7 MHz in Hanoi. In 2006, VOV3 collaborated with Song Xuan to broadcast Xone FM, a music program for youth. On March 1, 2018, the channel began broadcasting The One Radio (most of The One Radio programs air from 6:00 AM to 9:00 AM, 5:00 PM to 9:00 PM, and 10:00 PM to 11:00 PM, while the rest is VOV3 content). VOV3 is broadcast nationwide on FM with 24-hour daily coverage.
2.4. VOV4 (Ethnic radio channel)
It has been broadcasting since October 1, 2004. Currently, VOV4 produces and broadcasts in 11 minority languages in the regions, including Mong, Dao, Thai (Midland and Northern Mountain), Co Tu (Central), E De, Gia Rai, Ba Na, Xo Dang, K’Ho, M’Nong (Central Highlands), Cham (Southeast), and Khmer (Mekong Delta), along with some programs in standard Vietnamese. VOV4 programs are broadcast on shortwave, medium wave, and FM frequencies.
2.5. VOV5 (External radio channel)
It first broadcast on September 7, 1995. Currently, VOV5 produces and broadcasts in 13 languages: Vietnamese (for Vietnamese expatriates), English, French, Russian, Spanish, Hindi, Japanese, Chinese, German, Lao, Thai, Khmer (Cambodia), Indonesian, and Korean. VOV5 radio programs are broadcast on shortwave and medium wave to Europe, North America, parts of Central America, Southeast Asia, Northeast Asia, and parts of Africa. All foreign language external broadcasts of VOV5 are also aired domestically on FM frequency 105.5 MHz in Hanoi, FM frequency 105.7 MHz in Ho Chi Minh City, and Quang Ninh Province.
2.6. VOV6 (Literature – Arts Channel)
Broadcasting from 1995 to 2008, VOV6 was the original name of the External Radio System (later known as the External Radio Channel – VOV5). Since 2018, VOV6 has been a specialized radio channel focusing on literature and the arts.
2.7. VOV National Traffic
* VOV Traffic Hanoi: This is the traffic information channel under the Voice of Vietnam, which began broadcasting on May 18, 2009, from 5:30 AM to 2:00 AM the next day. It broadcasts on FM frequency 91 MHz, covering Hanoi, the Red River Delta, and surrounding areas, up to 200 km from Hanoi.
* VOV Traffic Ho Chi Minh City (HCM): On January 2, 2010, VOV Traffic officially began broadcasting in Ho Chi Minh City, covering the Mekong Delta and Southeast regions, up to 300 km from Ho Chi Minh City. With over 20 hours of broadcasting each day and more than 30% of the airtime (7 hours) dedicated to live traffic information during peak hours (see VOV Traffic schedule), VOV Traffic is currently the leading practical radio channel in the two major cities of Hanoi and Ho Chi Minh City.
2.8. Mekong FM Channel
Broadcasting since June 25, 2017, on FM frequency 90 MHz, covering the provinces in the Mekong Delta with a broadcast duration of 19 hours (5:00 AM – 12:00 AM). The channel provides information about the lives of people in the riverine Mekong region.
* VOV Duyen Hai Channel: Launched in 2020 to serve the audience in the Central – Central Highlands region, providing information about life in the Central area.
2.9. VOV English Channel 24/7
Started experimental broadcasting in Hanoi from October 1, 2015, on FM frequency 104 MHz, officially broadcasting from the morning of November 6, 2015.
2.10. VOV FM 89 Channel (Health – Environment – Food Safety)
Began broadcasting on February 27, 2017, on FM frequency 89 MHz in Hanoi, Da Nang, Ho Chi Minh City, and Can Tho; replacing the FM Emotion channel. The broadcast duration is 17 hours a day (6:00 AM – 11:00 PM). The channel provides information on health, environment, and food safety. It is currently produced by Xone Radio (from 7:00 AM – 1:00 PM and from 5:00 PM – 10:00 PM), while other time slots feature VOV content.
3. Effectiveness of advertising on VOV for businesses
3.1. Advantages of advertising on VOV
According to TNS VietCycle data, as of 2008, 84% of the urban population and 33% of the rural population used mobile phones, 59% listened to music on mobile phones, and 25% listened to AM/FM radio on mobile phones. A survey by FTA in April 2007 showed that in Hanoi and Ho Chi Minh City, 16% of respondents used MP3 players, 3% used iPods, and 2% owned cars. These figures present significant opportunities for the development of radio media.
3.1.1. Radio is everywhere
Despite the rise of numerous new information channels, radio remains a media platform with a large audience and high reach. A UNESCO report for “World Radio Day” indicated that in 2016, the number of radio listeners surpassed the number of TV viewers and smartphone users.
Radio continues to be the most effective and safest information channel for the majority of the population, especially for rural residents who have limited access to technology. They can listen to the radio anytime, anywhere, while engaging in various activities such as driving, working, cooking… Therefore, advertising on radio has the potential to reach a vast number of consumers.
Advertising on VOV remains an effective and safe information channel for most of the population, particularly for rural residents who lack access to technology. They can listen to the radio anytime, anywhere while performing other tasks like driving, working, cooking…
3.1.2. Targeting the right audience
The content of radio channels is rich and diverse, with each channel and program attracting different audiences. Therefore, businesses can choose to air their advertisements on the radio channel that aligns with their target customers.
Additionally, they can select the broadcasting times when their target audience is most likely to listen. For instance, the time slot from 6:00 to 9:00 AM attracts working commuters who can listen to the radio while driving to work. The time from 5:00 to 7:00 PM is ideal for food and restaurant advertisements, as many people are preparing to go home and thinking about where to have dinner.
3.1.3. Low skipping rate
Along with cinema advertising, radio advertising has one of the lowest skip rates. For example, TV viewers may switch channels when commercials air, and internet users can use ad blockers. However, radio listeners typically do not skip ads; most listeners do not ignore radio advertisements.
Three companies—Nielsen, Coleman, and Media Monitor—studied 18 million radio advertising programs totaling 62 million advertising minutes over a 12-month period. The results showed that, on average, 93% of listeners remained tuned to the same channel during advertisements. This indicates that advertisements are listened to by consumers, providing an opportunity for businesses to reach new customers.
3.1.4. Cost-effectiveness
First, radio advertising has lower production costs; it does not require expenses for filming equipment, studios, …, as in TV advertising. Radio ads can be produced quickly in a studio within 1 to 2 days.
Moreover, the cost per advertising slot on radio is lower compared to other media channels. Therefore, businesses can increase the frequency of their broadcasts or combine radio advertising with other advertising forms that fit their budget.
3.2. Some considerations for advertising on VOV
3.2.1. Targeting the market
The audience on VOV is often divided into male and female listeners by age. When considering which station to use for your campaign, it’s crucial to remember who you are trying to reach. Don’t choose a station simply because it’s one you personally listen to. Instead, select a station that your target customers are likely to tune into.
3.2.2. Choosing the broadcast time
The time slots for your advertisements are typically divided into segments of 30 seconds, 60 seconds, or 120 seconds, depending on the station you choose.
Once the advertisement is completed, you’ll need to decide when you want it to air. Radio advertising specialists can help you schedule effective “flights.”
Be aware that pre-scheduled airtime can be more expensive depending on demand and availability. For example, peak times during VOV Giao thông always attract a large audience.
Local stations will provide analysis charts indicating the times when listeners in your target demographic are most prevalent.
The best approach is to identify 15-minute intervals during the day when your target customers are most likely listening. This ensures that your target audience has the opportunity to hear your advertisement. Additionally, consult with sales representatives at the station to advise you on the best times for your campaign.
3.2.3. Calculating advertising costs
This refers to the expenses incurred for producing the advertisement. Some stations may include production services as a value-added incentive to encourage advertisers to collaborate with them. However, it’s wise to check and compare advertising quotes before deciding to use a station’s production services.
Typically, the production team at the station is quite professional, as voice-over talent (often on-air personalities) and producers usually have experience working successfully with small businesses. Most local stations have such expertise since small businesses are often their most regular clients.
If you choose to work with a separate production company, be cautious as prices can vary significantly between major cities and rural areas, as well as among different advertising firms. However, consider that the value derived from effective advertising may well justify the cost. It might take several thousand dollars to create a high-quality advertisement that generates positive responses, rather than opting for a low-cost package that yields little benefit.
3.2.4. Minimizing words
As a basic rule, 100 to 125 words is the limit for a 30-second advertisement. However, this can vary based on whether you incorporate many sound effects. Also, keep in mind that a 60-second advertisement might be shortened to only 30 to 45 seconds; you will need the last 10 to 15 seconds for a call to action, including a phone number, address in the Yellow Pages, or website.
3.2.5. Supporting tools
Most people listen to the radio while doing other tasks, such as driving or gardening, so avoid cramming too much content into your advertisement. Focus on a specific context or a “big idea” that you want the customer to take away. The rule of thumb is “one focus, one ad”.
3.2.6. Incorporating sound
A standout feature of radio advertising is the use of melodies and sound effects integrated with the advertising message. Analyzing these elements can help us understand their effectiveness.
The advertisement text will be read by an appropriate voice-over. Always keep in mind who you want to impress and choose someone with a trustworthy voice that resonates with your target audience.
Sound effects are also an important component. They can help create an imaginative image for customers.
Overall, the accessibility of the selected target and the repetition of ads have made radio an extremely effective advertising medium. Indeed, some of the most successful advertising campaigns in history have been “radio-only” campaigns. Just be mindful of your goals and messaging to measure results after executing your campaign. Once you find the right combination of audience, message, and results, nothing can stop you from building a successful long-term radio campaign.
5. Why choose advertising on VOV with Tindi
Tindi Media Company Ltd. is a fast and professional VOV advertising agency, offering reasonable budget options for brands. Currently, Tindi is booking VOV advertisements for various brands and businesses nationwide.
- Advertising collaboration process with VOV:
• Receive advertising information
• Research and consultation, develop a specific advertising plan for the client
• Sign the contract
• Create the advertising script
• Produce the advertisement
• Submit for approval: send the ads to the broadcasting station
• Provide a report to the client when the ads is successfully aired
• Competitive pricing along with high-quality service for clients
For VOV advertising, Tindi focuses on exploiting and providing advertising services across the VOV Traffic system, VOV 1, 2, 3, 4, 5… and VOH. These are effective broadcasting channels with a stable and diverse audience, carefully researched to ensure optimal results for clients.
Refer to advertising quote on VOV
