Covid-19 dan dampaknya terhadap tren konsumsi media

• Jumlah pemirsa TV untuk program berita naik 25%

• Penonton anak-anak mencapai rating tertinggi dengan 16,2 persen

• Vitamin and Supplement products contribute more than IDR20 Billion of total digital ad spending

Jakarta, 23 March 2020 – COVID-19 pandemic has caused change in consumer behavior, including in terms of media consumption.  When President Joko Widodo announced the first case of COVID-19 on March 2, no significant change was seen in the media consumption pattern. News became more intense, people began to closely monitor every developments related to COVID-19 through various media channels including TV. As a result,  Nielsen Television Audience Measurement (TAM) in 11 cities showed an increase in TV viewership over the past week, from an average TV rating of 12 percent on March 11 to 13.8 percent on March 18 or equals to an increase of about 1 Million TV viewers.

TV viewing duration also showed a surge of more than 40 minutes, from an average of 4 hours 48 minutes on March 11 to 5 hours 29 minutes on March 18. Viewers from the Upper Class showed a tendency to stay longer in front of TV since March 14 and the number continued to increase. It was shown by  and increase from the average rating of 11.2 percent on March 11 to 13.7 percent on March 18.

The rise of COVID-19 related news on TV stations during the period of 1-18 March contributed to the increase of viewership for News programs.  The viewership towards news programs increased significantly (+25%), mainly among Upper Class viewers. Viewing increase was also seen in Kid’s programs and Series.

The implementation of stay at home policy to prevent the spread of  COVID-19 since mid of March also impacted the TV viewership. Kid segment (aged 5-9 years old) viewership increased significantly, from an average rating of 12 percent to 15.8 percent on 18 March.  In Jakarta, this young viewer segment even reached the highest rating at 16.2 percent.

Pandemi COVID-19 juga telah menyebabkan masalah kesehatan dan kebersihan menjadi perhatian utama. Laporan Nielsen Advertising IntelligenceAd Intel menunjukkan bahwa, sepanjang bulan Maret, iklan TV menunjukkan peningkatan frekuensi yang signifikan untuk beberapa produk, yaitu produk pencegahan penyakit seperti vitamin dan suplemen, dan pengobatan penyakit seperti obat batuk.

“In line with the increase of COVID-19 cases, health issues are becoming the major concern of the public. This drives industry players especially related to vitamins and medicines to catch the opportunity to increase sales of their product, by increasing advertising spots and budgets both in electronic media such as TV,and digital media. “said Hellen Katherina, Executive Director of Media, Nielsen Indonesia.

Pada awal Maret, kategori Vitamin menayangkan 300 spot iklan per hari, sedangkan pada 18 Maret kategori ini menayangkan 601 spot iklan per hari dengan total belanja iklan mencapai Rp15,3 Miliar per hari. Hal serupa juga terjadi pada kategori Obat Batuk yang menayangkan kurang dari 50 spot iklan pada awal Maret, dan meningkat menjadi 180 spot pada 18 Maret dengan total belanja iklan sebesar Rp5,6 Miliar.

Apart from on TV, Vitamin and Supplement categories also increased their ad spending on digital media. Based on Nielsen’s monitoring on the Top 200 local websites, both categories poured a total ad expenditure of more than IDR20 Billion in the second week of March, a significant increase compared to only IDR6 Billion in the second week of February.

Read in Bahasa Indonesia

Pesan untuk Jurnalis dan Editor:

• Nielsen sangat menyarankan para jurnalis dan editor untuk menyertakan penjelasan singkat mengenai metodologi Nielsen ke dalam artikel, setiap kali merujuk pada data Nielsen sebagai sumber informasi.

• Untuk menghindari ketidakakuratan dalam menggunakan data Nielsen sebagai referensi, jangan ragu untuk menghubungi pihak di atas untuk mendapatkan klarifikasi.

• Nielsen memiliki Hak Jawab atas ketidakakuratan penggunaan data Nielsen dalam artikel tersebut.

TENTANG NIELSEN AD INTEL

Informasi belanja iklan diambil dari data Ad Intel yang memantau aktivitas periklanan di Indonesia. Pada tahun 2018, pemantauan iklan mencakup 15 stasiun TV nasional, 98 surat kabar dan 65 majalah dan tabloid, serta 200 situs web. 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.