"Objectives: To examine the association between exposure to breastfeeding television spots and exclusive breastfeeding (EBF). Methods: We performed face-to-face interviews with 11 722 mothers of infants younger than 6 months using 5 cross-sectional surveys 6 or more months apart between 2011 and 2014 in Vietnam. Sample sizes were 2065 to 2593, and approximately 50% of participants lived in areas with (Alive & Thrive [A&T]-intensive [I]) and approximately 50% without (A&T-nonintensive [NI]) facilities offering counseling services. We analyzed data at individual and commune levels separately for A&T-I and A&T-NI areas. Results: Exposure to television spots was associated with higher EBF in A&T-I and A&T-NI areas. In A&T-I areas, mothers who could recall at least 1 message were more likely to report EBF. In A&T-NI areas, only recall of at least 3 messages was associated with higher EBF. In communes, 1 message recalled corresponded to 17 percentage points higher EBF prevalence in A&T-I and A&T-NI communes, respectively. Conclusions: Mass media should be part of comprehensive programs to promote EBF." (Abstract)