- TV Viewers Increased 4-Times More During Ramadan
- Kids and Teens viewers Increased by 45%
- Online Services and Syrup categories are the categories with the highest ad spend
Jakarta, 12 Mei 2020 – COVID-19 pandemic has caused changes in consumer behavior, including in terms of media consumption. Since the implementation of Work From Home (WFH) and Large Scale Social Distancing (PSBB), TV viewers increased with an average of 12% higher than the normal period, where viewership in the upper class segment has increased by 14% with the duration of watching TV also increased to 5 hours 46 minutes.
In Ramadhan this year, TV viewing shows a higher trend, triggered by several things, including an increase in the number of viewers reaching 4 times more (+ 372%) from Sahoor time until early morning (02: 00-05: 59). The increase also occurred in all age segments, with the highest (+ 45%) being in the Kids and Teens segment (10-14 years). In 11 cities surveyed by Nielsen, TV viewing also showed an upward trend. The highest increase occurred in Jakarta (+ 29%), Yogyakarta (+ 29%), Palembang (+ 38%), Banjarmasin (+ 20%).
In terms of the program categories, there are changes in patterns that occur during WFH and Ramadan. TV viewers watch more serial and news programs since the WFH period, while during Ramadhan, not only they watch more seriesl, but also entertainment, religious and educational programs.
Advertising spending throughout January-March showed a positive trend. Despite the weakening in April especially for TV and print media, it strengthened again in May 2020 on TV. The behavior shift and needs of consumers during WFH period also drive some brands to take this opportunity to advertise more. Among them are Telkomsel and Tokopedia who see the increasing need for internet data and online shopping, Nutella taking advantage of the increasing breakfast activities at home, Indomie that is triggered by the increasing consumer demand for instant food stocks, and Vidio, which, through its advertisements offers in-home entertainment needs that is being seek by consumers.
In terms of product categories, some of the top 10 advertiser categories increase their advertising budget by more than 20% on various media platforms. Online services, Communication, Hair Care, Food / Instant Noodles, Coffee / Tea, Milk for Growth, Vitamins / Supplement choose to increase their advertising budget in TV and digital media. Meanwhile, the Juices category and the Government & Political Organization allocate more advertising budget to digital media.
On the other hand, Ramadan at home without the traditions such as traveling to hometown and family gatherings make several categories that are no longer relevant, seem to reduce ad spending; among them are beauty and fashion, cigarettes and traveling.
“Even though in this Ramadan period consumers do more “stay at home” activities, brands can take advantage of the behavior shifting to keep communicating with their consumers; by of course balancing the brand goals and maintaining creativity to gain consumer trust, as well as to prepare for for the new normal in the future. “said Hellen Katherina, Executive Director, Nielsen Media, Indonesia.
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닐슨 광고 인텔 소개
광고 지출 정보는 인도네시아 광고 활동을 모니터링하는 Ad Intel 데이터에서 가져온 것입니다. 2018년 광고 모니터링에는 15개의 전국 TV 방송국, 98개의 신문, 65개의 잡지 및 타블로이드, 200개의 웹사이트가 포함됩니다. 광고 지출 수치는 할인, 보너스, 프로모션, 패키지 가격 등을 계산하지 않은 총 요금 카드를 기준으로 합니다.
닐슨 탐 소개
인도네시아 닐슨 TAM은 인도네시아 11개 도시(자카르타, 반둥, 족자카르타, 세마랑, 수라카르타, 수라바야, 덴파사르, 메단, 팔렘방, 마카사르, 반자르마신)의 5세 이상 8,000여 명을 대상으로 모든 전국 텔레비전 시청률을 측정했습니다. 측정 결과는 등급, 점유율 및 지수 값으로 표시됩니다.
닐슨 소개
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