There is a paradox that the program "Tao Quan" is increasingly criticized for being bland and lacking depth, but the advertising price for this program is sky high every year.
Let's "check" the advertising price list in the program Kitchen God Over the years, we have seen the appeal of this once-a-year hit TV show.
"Tao Quan 2024": One minute of advertising costs nearly 1.3 billion VND
Before Tao Quan 2024 On air, the Television Advertising and Services Center (TVAd) under Vietnam Television announced the advertising price list for the program. Accordingly, the advertising duration is set as follows: 10 seconds for 322,750 million VND; 15 seconds for 378,300 million VND; 20 seconds for 484,125 million VND and 30 seconds for 645,500 million VND.
So, which brand wants to appear for about 1 minute on the show? Tao Quan 2024 will have to spend nearly 1.3 billion VND. The above price does not include value added tax (VAT).
After the program Tao Quan 2024 On air, according to an advertising agency, no brand uses 10-second or 20-second commercials. Instead, they focus on choosing 5-second, 15-second and 30-second commercials.
According to the above company, it is likely that the Television Advertising and Services Center (TVAd) will maintain this stable price for Tao Quan 2025.
Tao Quan 2024 will have the participation of many new faces for the first time. Actress Tu Oanh will play Tao Van The, Meritorious Artist Ba Anh will play Tao Giao Thong, Meritorious Artist Quoc Quan will play Tao Kinh Te, 9x actor Do Duy Nam will play Nam Tao... Only Meritorious Artist Quoc Khanh will continue to play the role of Ngoc Hoang as many years ago.
Although the artists and production crew tried their best, Tao Quan 2024 The program is still considered unattractive, with a bland script and rambling content. In addition, the program is also criticized for incorporating too many advertisements, being tactless and forced.
"Tao Quan 2023": More than 600 million VND for 30 seconds of advertising
According to the advertising price list Tao Quan 2023 According to TVAd, brands wishing to appear in a 10-second broadcast will have to pay VND322,750,000; VND387,300,000 for 15 seconds; VND484,125,000 for 20 seconds and VND645,500,000 for 30 seconds, the same price as in 2024.
Tao Quan 2023 marking 20 years of accompanying the audience on New Year's Eve. The program was staged according to the scenario of a beauty contest, gathering artists who have been with the group for nearly 2 decades such as: Meritorious Artist Quoc Khanh, Meritorious Artist Xuan Bac, People's Artist Tu Long, Meritorious Artist Chi Trung, Meritorious Artist Quang Thang and artist Van Dung... People's Artist Cong Ly, although not yet recovered from a serious illness, still tried to appear on stage.
Although still carrying a message criticizing negative, prominent issues in society through satirical laughter, Tao Quan 2023 not highly appreciated. Many people commented that the program is weak in terms of content, no longer creative, new, many comedy scenes are bland and boring. Some even said that it is time to stop producing this program.
Advertisement in "Tao Quan 2022": More than 650 million VND for 30 seconds
In 2022, brands want to appear on the broadcast Kitchen God have to pay 650 million VND for 30-second advertisement, 487.5 million for 20 seconds, 390 million for 15 seconds and 325 million VND for 10 seconds advertisement.
New point of Tao Quan 2022 is the appearance of the new Nam Tao - Bac Dau played by Duy Nam and Trung Ruoi. The program made great efforts to mention many prominent issues of people's lives that year such as: COVID-19 prevention, nose picking, PCR test, social distancing, blockade, quarantine, travel papers, American bread is not an essential food, online learning, the problem of virtual life of young people, transparency and statements, internet trash, odd-even market vouchers, holding land and giving up deposits, F0 stock market, three on the spot...
However, many viewers still rate Tao Quan 2022 quite bland. Many people said they felt the scriptwriter and director were trying to stuff the actors' mouths with clichés without any valuable tricks. The actors followed familiar ways of acting, failed to create new features and ran out of tricks to create interesting laughter.
Another point that annoys the audience Tao Quan 2022 is a program with too many advertisements. The continuous advertisements interrupt the viewer's emotions.
"Tao Quan 2021": 10 seconds of advertising costs 325 million VND
The show returned after a year of production suspension (2020), so many viewers were looking forward to it. TVAd announced the advertising price list, according to which a 30-second time slot costs 650 million VND. If it appears for a shorter time of 10, 15 to 20 seconds, the corresponding amount that the brand has to pay is 325 million, 390 million and 487.5 million VND respectively.
Tao Quan 2021 revolves around the story of the whole society working together to prevent the COVID-19 epidemic, mentioning prominent issues such as medical equipment price hikes, patient number 17, textbook scandals, widespread fake news...
The program is considered relatively attractive but not really excellent, not giving the audience the refreshing laughter as expected.
"Tao Quan 2019": Price 530 million VND for 30 seconds
In 2019, the cost of brand exposure Kitchen God are 265 million (10 seconds), 318 million (15 seconds), 397 million (20 seconds) and 530 million VND (30 seconds).
This is probably one of the most heavily criticized Tao Quan programs because of its quality. In addition, many viewers were upset when Tao Quan 2019 referring to Mr. Dang Le Nguyen Vu. They said that the story of the “coffee king” is personal, not an event that has an impact on the country and should not be exploited in such an offensive way.
Sharing with VTC News reporter, screenwriter Chu Thom harshly said: "Mr. Dang Le Nguyen Vu is not only the owner of a big coffee brand, famous not only domestically but also internationally. It is not an exaggeration to say that he is also one of the prides of the Vietnamese people.
Currently, Mr. Vu is facing many problems. Using an individual's personal problems to mock, amuse, and humiliate is cruel. Moreover, those problems are all Mr. Vu's personal matters. They do not have much or bad influence on society, so why would Tao Quan 2019 use him for fun?".
The commercials were also heavily criticized. Some viewers reported that every 30 minutes of airtime, there were 5 minutes of commercials. Throughout the show, the Tao cast kept mentioning the names of brands. Some viewers bitterly said that they did not know they were watching a show. Kitchen God constantly being bothered by ads, or watching a program with ads inserted The Kitchen God.
Kitchen God is a big program of VTV, associated with Tet in the memories of many people. In recent years, the program has always been heavily criticized for its artistic quality. However, this is still the TV show with the highest advertising price, far surpassing other shows.
The reason is that the program lasts until the 30th of Tet, and is broadcast on all VTV channels. During the transition from the old year to the new year, every family and every person gathers to watch. The Kitchen God. Therefore, despite having to pay a high price, many brands still want to appear in the program.
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