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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.
A eleiรงรฃo presidencial afetou a tendรชncia de publicidade em vรกrias mรญdias. No primeiro trimestre desse ano eleitoral, a maior parte dos gastos com publicidade veio da categoria Governo e organizaรงรตes polรญticas, com IDR2 trilhรตes (crescimento de 11%), seguida pela categoria Serviรงos on-line, com um total de gastos com publicidade de IDR1,9 trilhรฃo.
O terceiro maior anunciante รฉ a categoria Hair Care, com um gasto total de IDR1,8 trilhรฃo. A categoria de cigarros de cravo gastou IDR1,7 trilhรฃo, com um crescimento de 29%. Em quinto lugar estรก a categoria de produtos Instant Food, que cresceu 37% em comparaรงรฃo com o mesmo perรญodo do ano anterior, com um gasto total em publicidade de IDR 1,5 trilhรฃo.
Em termos de marcas, Mi Sedaap, Counterpain e Gudang Garam Move sรฃo as marcas que ainda dominam na TV. Na mรญdia impressa, a categoria Governo tornou-se o maior anunciante, entre os quais estรฃo o Governo Regional de Sumatra do Sul, o Governo Regional de Riau e o Governo Regional de Lampung. Enquanto isso, os anรบncios de rรกdio sรฃo dominados por Shell, Belimobilgue.co.id e Gulates.
Organizaรงรตes governamentais e polรญticas animaram a tendรชncia de gastos com publicidade
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).
A eleiรงรฃo geral recebeu uma resposta positiva dos telespectadores
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%).
Em termos de classificaรงรฃo, os cinco debates da eleiรงรฃo presidencial de 2019 obtiveram um nรบmero de classificaรงรฃo coletiva muito maior porque houve um nรบmero maior de estaรงรตes de TV que transmitiram o programa de debates este ano em comparaรงรฃo com 2014. A classificaรงรฃo mais alta em 2019 foi no segundo debate, ou seja, o debate do candidato presidencial Jokowi versus Prabowo, com 18,8%. De fato, dois dias apรณs o dia da eleiรงรฃo, em 17 de abril de 2019, os programas relacionados ร eleiรงรฃo geral ainda obtiveram uma classificaรงรฃo bastante alta de 13,2% em 18 de abril e 13,8% em 19 de abril.
“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.”
Os estudos TAM da Nielsen em 11 cidades tambรฉm constataram que hรก uma tendรชncia de os telespectadores assistirem ร TV por mais tempo no dia da eleiรงรฃo, com uma mรฉdia de 5 horas e 30 minutos (+12% em relaรงรฃo aos dias normais). Essa tendรชncia tambรฉm รฉ impulsionada pelos programas de contagem rรกpida que sรฃo transmitidos durante o dia da eleiรงรฃo. Veja a Ilustraรงรฃo 2
Em termos de perfil do espectador, no dia da eleiรงรฃo, a audiรชncia dos eleitores tambรฉm aumentou em todas as faixas etรกrias e classes socioeconรดmicas em comparaรงรฃo com os dias normais. Em termos de idade do pรบblico, a classificaรงรฃo mais alta veio dos espectadores com mais de 50 anos (17,7%), enquanto os espectadores da classe mรฉdia foram os mais altos, com uma classificaรงรฃo de 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
Ilustraรงรฃo 2 Audiรชncia de televisรฃo no dia da eleiรงรฃo de 2019
Fonte: Mediรงรฃo de audiรชncia de TV da Nielsen 10 de abril de 2019 vs. 17 de abril de 2019
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SOBRE A NIELSEN AD INTEL
As informaรงรตes sobre gastos com anรบncios sรฃo obtidas dos dados da Ad Intel, que monitora as atividades de publicidade na Indonรฉsia. Em 2018, o monitoramento de anรบncios inclui 15 estaรงรตes de TV nacionais, 98 jornais e 65 revistas e tabloides. Os nรบmeros de gastos com anรบncios sรฃo baseados no cartรฃo de taxa bruta, sem calcular descontos, bรดnus, promoรงรตes, preรงos de pacotes, etc.
SOBRE A NIELSEN TAM
A Nielsen TAM na Indonรฉsia mediu a audiรชncia de toda a televisรฃo nacional em mais de 8.000 pessoas com 5 anos ou mais em 11 cidades da Indonรฉsia (Jacarta, Bandung, Yogyakarta, Semarang, Surakarta, Surabaya, Denpasar, Medan, Palembang, Makassar e Banjarmasin). Os resultados da mediรงรฃo sรฃo apresentados em valores de classificaรงรฃo, participaรงรฃo e รญndice.
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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