According to the issued price list, advertising fees during World Cup broadcast time on VTV are built according to each stage of the tournament. Group stage matches have the lowest prices, while matches in the semi-finals and finals record the highest prices.
In the group stage, 10-second advertisements have prices ranging from tens of millions of VND to nearly 200 million VND, depending on the match and broadcast location. 15-second TVCs range from about 60 to more than 225 million VND, while 20-second advertisements can be up to about 281 million VND. For 30-second TVCs, the price ranges from 100 to more than 375 million VND.
Positions that are rated as having the highest audience reach, such as Golden Spot, always have superior prices. In the group stage, a 30-second TVC in this position costs millions of VND.
When the World Cup enters the knockout round, the price list increases significantly. In the round of 16, 10-second advertisements in beautiful positions cost up to hundreds of millions of VND. 15-second and 20-second TVCs range from about 210 to more than 450 million VND. 30-second advertisements in the Golden Spot position alone cost about 600 million VND.
In the quarterfinals, TVC 30 seconds in the gold position approached the 900 million VND mark. 10-second, 15-second and 20-second packages also increased correspondingly.
In the semi-finals and the third-place match, the cost for 10-second TVCs was listed at several hundred million VND, while 15-second and 20-second advertisements have approached or exceeded the 1 billion VND mark in some broadcast locations.
The most notable is the 2026 World Cup final. According to the price list, 30-second advertisements in the best position are priced up to 2.25 billion VND. Even shorter TVCs have high prices.
In addition to live matches, VTV also deploys many advertising packages accompanying companion programs before, during and after the World Cup.
This is an important source of revenue to help the station exploit the commercial value from the tournament, and at the same time gradually compensate for the huge cost of purchasing broadcasting rights.
The 2026 World Cup will be the first World Cup in history to have 48 participating teams. The total number of matches has also been increased to 104 matches, significantly more than the 64 matches of the 2022 World Cup.
Expanding scale is forecast to lead to a sharp increase in television audiences, thereby creating greater commercial value for copyright holders and advertising businesses.
