With advertising rates reaching 645.5 million VND ($26,500) for a 30-second slot, Tao Quan 2025, airing on the night of January 28, continues to be a top revenue-generating program for Vietnam Television (VTV) during the Tet (Lunar New Year) holiday.

"Tao Quan" (Kitchen Gods) is a popular Vietnamese comedy show broadcast annually during Tet. This show humorously reflects on social, cultural, and political issues from the past year.

High advertising rates, unmatched reach

The Television Advertising and Service Center (TVAd) under VTV recently released the advertising rates for Gap Nhau Cuoi Nam (Year-End Gathering), also known as Tao Quan 2025. The program is scheduled to air at 8 PM on February 9, 2025, across all VTV channels.

The rates for this flagship program are:

10 seconds: 322.75 million VND ($13,270).

15 seconds: 378.3 million VND ($15,550).

20 seconds: 484.125 million VND ($19,900).

30 seconds: 645.5 million VND ($26,500).

This means a one-minute advertising slot costs an impressive 1.291 billion VND (nearly $53,000), placing Tao Quan among the most expensive television programs for advertisers.

For the program’s replay on January 29 at 9 AM on VTV3, the rates drop significantly. A 10-second spot costs 38.65 million VND ($1,590), while a 30-second slot is priced at 77.3 million VND ($3,180).

Despite the steep prices, Tao Quan remains a highly sought-after program for advertisers. Media experts highlight that the show’s unique appeal lies in its cultural significance and massive audience reach.

Aired on Lunar New Year’s Eve, a time when families gather to celebrate, the program holds an unparalleled position as a "spiritual feast" for millions of viewers.

The 2025 advertising rates are unchanged from 2024 but slightly lower than 2023 when a 30-second spot cost 650 million VND ($26,700).

Amid financial difficulties faced by the media industry, Tao Quan stands out as a "golden goose" for VTV. Many broadcasters struggle to fully utilize their daily advertising quotas, as permitted by the Advertising Law, which caps advertisements at 10% of total airtime per day (5% for paid TV channels).

Other high-revenue Tet programs

Besides Tao Quan, TVAd revealed that Gala Cuoi and 12 Con Giap are also popular choices for advertisers, with rates slightly lower than Tao Quan.

For these programs, advertising costs are:

10 seconds: 68.2 million VND ($2,800).

15 seconds: 81.4 million VND ($3,340).

20 seconds: 102.3 million VND ($4,200).

30 seconds: 136.4 million VND ($5,600).

Brands with smaller budgets can consider advertising on other Tet programs at more affordable rates. For example:

Don Tet Cung VTV (Welcoming Tet with VTV): A 30-second spot costs 110 million VND ($4,520).

Chieu Cuoi Nam (Year-End Afternoon): A 30-second spot costs 60 million VND ($2,460).

Giao Luu Cung Dien Vien Truyen Hinh (Meet the TV Stars): A 30-second spot costs 83.7 million VND ($3,440).

Tao Quan has long been a Tet tradition, offering a humorous and satirical review of the year’s events. Its ability to captivate audiences across all demographics ensures its status as a premier advertising platform.

For VTV, the program’s enduring popularity not only cements its cultural relevance but also provides a critical revenue stream, underscoring its role as both an entertainment and financial phenomenon during the Lunar New Year season.

Binh Minh