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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.
Wybory prezydenckie wpลynฤลy na trendy reklamowe w kilku mediach. W pierwszym kwartale tego roku wyborczego najwiฤksza czฤลฤ wydatkรณw na reklamฤ pochodziลa z kategorii Rzฤ d i organizacje polityczne z 2 bilionami IDR (wzrost o 11%), a nastฤpnie z kategorii Usลugi online z caลkowitymi wydatkami na reklamฤ w wysokoลci 1,9 biliona IDR.
Trzecim najwiฤkszym reklamodawcฤ jest kategoria Hair Care z ลฤ cznymi wydatkami w wysokoลci 1,8 biliona IDR. Kategoria papierosรณw goลบdzikowych wydaลa 1,7 bln IDR, odnotowujฤ c 29-procentowy wzrost. Na piฤ tym miejscu znajduje siฤ kategoria produktรณw Instant Food, ktรณra wzrosลa o 37 procent w porรณwnaniu do tego samego okresu w poprzednim roku, z caลkowitymi wydatkami na reklamฤ w wysokoลci 1,5 biliona IDR.
Pod wzglฤdem marek, Mi Sedaap, Counterpain i Gudang Garam Move to marki, ktรณre nadal dominujฤ w telewizji. W przypadku mediรณw drukowanych, kategoria rzฤ dowa staลa siฤ najwiฤkszym reklamodawcฤ , wลrรณd ktรณrych znajdujฤ siฤ Rzฤ d Regionalny Poลudniowej Sumatry, Rzฤ d Regionalny Riau i Rzฤ d Regionalny Lampung. Tymczasem reklamy radiowe sฤ zdominowane przez Shell, Belimobilgue.co.id i Gulates.
Organizacje rzฤ dowe i polityczne oลผywiลy trend wydatkรณw reklamowych
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).
Wybory parlamentarne spotkaลy siฤ z pozytywnฤ reakcjฤ telewidzรณw
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%).
Pod wzglฤdem oceny, piฤฤ debat w wyborach prezydenckich w 2019 r. uzyskaลo znacznie wyลผszฤ ลฤ cznฤ liczbฤ ocen, poniewaลผ w tym roku byลo wiฤcej stacji telewizyjnych, ktรณre transmitowaลy program debaty w porรณwnaniu do 2014 roku. Najwyลผszฤ ocenฤ w 2019 r. uzyskaลa druga debata, tj. debata kandydatรณw na prezydenta Jokowi kontra Prabowo na poziomie 18,8%. W rzeczywistoลci w ciฤ gu 2 dni po dniu wyborรณw 17 kwietnia 2019 r. programy zwiฤ zane z wyborami powszechnymi nadal uzyskaลy doลฤ wysokฤ ocenฤ 13,2% w kwietniu 18 i 13,8 w kwietniu 19.
“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.”
Badania Nielsen TAM przeprowadzone w 11 miastach wykazaลy rรณwnieลผ, ลผe widzowie majฤ tendencjฤ do dลuลผszego oglฤ dania telewizji w dniu wyborรณw, co wynosi ลrednio 5 godzin i 30 minut (+12% w porรณwnaniu do zwykลych dni). Tendencja ta jest rรณwnieลผ napฤdzana przez programy Quick Count, ktรณre sฤ nadawane przez caลy dzieล wyborรณw. Patrz Ilustracja 2
Jeลli chodzi o profil widza, w dniu wyborรณw oglฤ dalnoลฤ wลrรณd wyborcรณw rรณwnieลผ wzrosลa we wszystkich przedziaลach wiekowych i klasach spoลeczno-ekonomicznych w porรณwnaniu do zwykลych dni. Jeลli chodzi o wiek widzรณw, najwyลผsza ocena pochodziลa od widzรณw w wieku 50+ (17,7%), podczas gdy widzowie z klasy ลredniej byli najwyลผsi z ocenฤ 14,3%.
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
Ilustracja 2 Widownia telewizyjna w dniu wyborรณw 2019 r.
ลนrรณdลo: Nielsen TV Audience Measurement 10 kwietnia 2019 r. vs 17 kwietnia 2019 r. oglฤ dalnoลฤ
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O NIELSEN AD INTEL
Informacje o wydatkach na reklamฤ pochodzฤ z danych Ad Intel , ktรณre monitorujฤ indonezyjskie dziaลania reklamowe. W 2018 r. monitorowanie reklam obejmuje 15 krajowych stacji telewizyjnych, 98 gazet oraz 65 magazynรณw i tabloidรณw. Dane dotyczฤ ce wydatkรณw na reklamฤ sฤ oparte na stawkach brutto, bez uwzglฤdniania rabatรณw, bonusรณw, promocji, cen pakietowych itp.
O NIELSEN TAM
Nielsen TAM w Indonezji zmierzyล oglฤ dalnoลฤ wszystkich krajowych programรณw telewizyjnych przez ponad 8 000 osรณb w wieku 5 lat i starszych w 11 miastach Indonezji (Dลผakarta, Bandung, Yogyakarta, Semarang, Surakarta, Surabaya, Denpasar, Medan, Palembang, Makassar i Banjarmasin). Wyniki pomiarรณw sฤ podawane w postaci ratingu, udziaลu i wartoลci indeksu.
O 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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