Media contact: Mila Lubis, Phone: +62 8551082304, Email: miladinne.lubis@nielsen.com
โ Television Still Dominates with Total Advertising Expenditures of Rp30.9 Trillion
โ Government Institutions and Political Organizations Contribute 12 Percent of Advertising Expenditures Throughout the 2019 Election Campaign Period
Jakarta, 30 April 2019 – Advertising spending in Q1 2019 was relatively stable at 4 percent compared to the same period last year. TV is still dominating with total expenditure of IDR30.9 Trillion, with 8 percent growth compared to the same quarter in 2018, according to the findings of the Nielsen Advertising Intelligence (Ad Intel) released today by Nielsen Indonesia.
Pemilihan presiden telah mempengaruhi tren iklan di beberapa media. Pada kuartal pertama tahun pemilu ini, porsi belanja iklan terbesar berasal dari kategori Pemerintah dan Organisasi Politik sebesar Rp2 Triliun (pertumbuhan 11%), diikuti oleh kategori Layanan Online dengan total belanja iklan sebesar Rp1,9 Triliun.
Pengiklan terbesar ketiga adalah kategori Perawatan Rambut dengan total belanja sebesar Rp1,8 Triliun. Kategori Rokok Kretek menghabiskan Rp1,7 Triliun dengan pertumbuhan 29 persen. Di peringkat kelima adalah kategori produk Makanan Instan yang tumbuh 37 persen dibandingkan periode yang sama di tahun sebelumnya, dengan total belanja iklan sebesar Rp1,5 Triliun.
Dari sisi merek, Mi Sedaap, Counterpain dan Gudang Garam Move merupakan merek yang masih mendominasi di TV. Untuk media cetak, kategori Pemerintah menjadi pengiklan terbesar, di antaranya adalah Pemerintah Daerah Sumatera Selatan, Pemerintah Daerah Riau, dan Pemerintah Daerah Lampung. Sementara itu, iklan di radio didominasi oleh Shell, Belimobilgue.co.id dan Gulates.
Pemerintah dan Organisasi Politik Ramaikan Tren Belanja Iklan
Throughout the election campaign period (March 24 – April 13, 2019), of the total advertising expenditure, Government and Political Organization contributed a substantial portion of 12 percent with a total advertising expenditure of IDR1.1Trillion. This number increased significantly compared to the election campaign period in 2018 with a total advertising expenditure of IDR429Billion. See Illustration 1
Of the total Government and Political Organization advertising expenditures during the election campaign period, the largest contributors were the President & Vice President Candidates with a total expenditure of IDR206.6Billion, followed by the General Election Commission (KPU) with total spending of IDR93.2Billion. The third largest advertiser in this category was Legislative Candidates whose total spending reached of IDR92Billion. In the fourth and fifth places there were Partai Persatuan Indonesia (Rp60.7Billion) and Partai Solidaritas Indonesia (Rp51.5Billion).
Pemilihan Umum Mendapat Respon Positif dari Pemirsa TV
The Presidential Election (Pilpres) Debate which was held 5 times by the General Elections Commission (KPU) gained more viewers than the debate aired on television in the previous 2014 Election period. Results of Nielsen TV Audience Measurement (TAM) revealed that in addition to more TV stations broadcasting Presidential Election Debate events in 2019, this year’s Presidential Election Debate also gained audience reach of 67.9 percent, which is bigger than the one in 2014 (62.9%).
Dari segi rating, kelima debat Pilpres 2019 memperoleh angka rating kolektif yang jauh lebih tinggi karena jumlah stasiun TV yang menyiarkan acara debat tahun ini lebih banyak dibandingkan tahun 2014. Rating tertinggi di tahun 2019 adalah pada debat kedua, yaitu Debat Capres Jokowi versus Prabowo dengan angka 18,8 persen. Bahkan, dalam kurun waktu 2 hari setelah Hari Pemilihan Umum pada 17 April 2019, program-program yang berkaitan dengan Pemilihan Umum masih mendapatkan rating yang cukup tinggi yaitu 13,2 persen di tanggal 18 April dan 13,8 di tanggal 19 April.
“Throughout the first quarter of 2019, Government and Political categoryโs ad contributed 5.5%, while in the election campaign period that is allowed by the KPU which was March 24 to April 13, 2019, political party ad reached 12% of total advertising spending. This shows that political parties still believe in the strength of mass media in building awareness and branding.” said Hellen Katherina, Executive Director Nielsen Media. “Besides, the high rating of the election related programs also showed that TV viewers in 11 cities are very enthusiastic about the Elections from the beginning of the process until post election day. We can say that this year people are more engaged with the General Election.”
Studi Nielsen TAM di 11 kota juga menemukan bahwa ada kecenderungan pemirsa menonton TV lebih lama pada hari Pemilu, yaitu rata-rata 5 jam 30 menit (+12% dibandingkan hari biasa). Kecenderungan ini juga didorong oleh program-program Quick Count yang disiarkan sepanjang hari pemilihan. Lihat Ilustrasi 2
Dalam hal profil pemirsa, pada Hari Pemilu, pemirsa dari kalangan pemilih juga meningkat di semua rentang usia dan kelas sosial ekonomi dibandingkan dengan hari-hari biasa. Dari sisi usia penonton, rating tertinggi berasal dari penonton berusia 50+ tahun (17,7%), sedangkan penonton dari kelas menengah adalah yang tertinggi dengan rating 14,3 persen.
Illustration 1 Top 10 Advertiser for Government & Political Organization Category
Source: Nielsen Ad Intel Q1 2018-2019 Commercial product ad spending on national TV based on gross rate card (doesnโt calculate discount, promo, bonus, etc.), in Billion
Ilustrasi 2 Pemirsa Televisi pada Hari Pemilu 2019
Sumber: Pengukuran Pemirsa TV Nielsen 10 April 2019 vs pemirsa 17 April 2019
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TENTANG NIELSEN AD INTEL
Informasi belanja iklan diambil dari data Ad Intel yang memonitor aktivitas periklanan di Indonesia. Pada tahun 2018, pemantauan iklan mencakup 15 stasiun TV nasional, 98 surat kabar, serta 65 majalah dan tabloid. Angka belanja iklan didasarkan pada gross rate card, tanpa menghitung diskon, bonus, promo, harga paket, dll.
TENTANG NIELSEN TAM
Nielsen TAM di Indonesia mengukur penayangan seluruh televisi nasional pada lebih dari 8.000 orang berusia 5 tahun ke atas di 11 kota di Indonesia (Jakarta, Bandung, Yogyakarta, Semarang, Surakarta, Surabaya, Denpasar, Medan, Palembang, Makassar, dan Banjarmasin). Hasil pengukuran dinyatakan dalam nilai rating, share dan indeks.
ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand whatโs happening now, whatโs happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the worldโs population. For more information, visit www.nielsen.com.
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