- Unilever memimpin pasar
- Minuman, ponsel pintar, dan makanan mendominasi pengeluaran kategori
- Sektor jasa melonjak, dengan iklan layanan pribadi dan properti meningkat lebih dari dua kali lipat
Jakarta - October 14, 2025 - Latest data from Nielsen Ad Intel shows Indonesia’s advertising landscape is being reshaped by both familiar FMCG giants and a wave of fast-growing service sectors.
Unilever mempertahankan posisinya sebagai pengiklan terbesar di Indonesia pada paruh pertama tahun 2025, diikuti oleh Wings dan Mayora. Pemain berbasis teknologi, seperti Goto (Gojek Tokopedia) dan Garena (Shopee) juga mengukuhkan posisi mereka di sepuluh besar, yang mencerminkan ekonomi konsumen Indonesia yang semakin digital.
Pembelanja besar lainnya termasuk Nestlé, Indofood, Ajinomoto Indonesia, Aqua, dan Tempo Scan Pacific, yang memperkuat kekuatan barang-barang konsumen yang bergerak cepat sebagai mesin penggerak pasar periklanan Indonesia.
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On a category level, beverages took the crown as Indonesia’s largest advertising category in H1 2025, followed by laptops & smartphones, then food.
These sectors continue to dominate ad spend across television, digital, and outdoor channels, driven by intense brand competition and high-frequency campaigns. Rounding out the top five categories were toiletries & cosmetics, followed by medicines & pharmaceuticals – both of which maintained solid investment levels as health and self-care remain front-of-mind for Indonesian consumers.
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Meskipun nama-nama besar FMCG terus mendominasi pengeluaran secara keseluruhan, data Nielsen menunjukkan bahwa pertumbuhan tercepat datang dari sektor yang berorientasi pada layanan.
Iklan di layanan pribadi meningkat lebih dari dua kali lipat (naik 108%) pada paruh pertama tahun 2025, sementara layanan properti juga melonjak 101%, menandakan kepercayaan konsumen yang baru dan pasar yang kompetitif untuk perumahan, rekreasi, dan pengalaman gaya hidup.
Transport, travel & recreation climbed 39.7%, highlighting Indonesia’s travel sector rebound post-pandemic. Meanwhile, apparel & personal accessories (up 21.3%) and smoking & accessories (up 17.1%) also recorded notable gains.
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Nielsen’s Managing Director Asia, Adrienne Wong, said: “Advertisers are increasingly recognising the value of real-time competitive visibility. In a market as diverse and fast-moving as Indonesia, the difference between leading and lagging often comes down to intelligence. Knowing how much your competitors are spending, and where they’re spending, leads to smarter media strategies, sharper negotiations, and stronger ROI. Nielsen Ad Intel provides that edge by giving marketers a complete view of the ad market across platforms.”
Nielsen’s Indonesia Director, Tejendar Singh, added: “Indonesia remains one of Southeast Asia’s most dynamic advertising economies, fuelled by a young, digital-savvy population and strong brand competition across both traditional and online media. Nielsen’s latest findings highlight a market balancing established FMCG dominance and emerging investment from service-led industries.”
About Nielsen Ad Intel
Ad Intel menyediakan sumber intelijen periklanan lintas platform terlengkap yang tersedia saat ini. Dengan perangkat lunak yang intuitif, tinjau dan bandingkan aktivitas iklan di seluruh media, perusahaan, kategori, atau merek, serta data historis.
Catatan: Nielsen memantau belanja iklan bruto di media besar dengan nilai kartu tarif yang dipublikasikan. Meskipun diskon tersedia dari beberapa pemilik media, tarif tidak tersedia secara terbuka. Harap diperhatikan juga bahwa angka-angka pengelompokan kategori dan merek/produk dikelompokkan berdasarkan kebijaksanaan Nielsen.
Tentang Nielsen
Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences – now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook dan Instagram).
Press Contact
Dan Chapman
dan.chapman@nielsen.com
+61 4040884
