“By the second episode, ratings had jumped to 5.6, a three-fold leap. As word-of-mouth spreads, we expect the ratings to continue their upward climb,” said Nicole Vooijs, MD of MindShare Vietnam. However, according to a local media manager, the show’s popularity is stifled by its limited broadcasts. “Vietnam Idol cannot be aired across national channel VTV3, which owns a local talent contest called Sao Mai Diem Hen.”
The show runs on a handful of local channels such as HTV9 and HN6. Vietnam Idol is sponsored by Unilever brand Clear, while Lowe-produced ads promote the show on-ground.
