- A audiência de TV para programas de notícias está aumentando em 25%
- A audiência do público infantil atinge o maior índice, 16,2%
- 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.
A pandemia de COVID-19 também fez com que as questões de saúde e higiene fossem motivo de grande preocupação. O relatório da Nielsen Advertising Intelligence (Ad Intel) mostrou que, durante todo o mês de março, os anúncios de TV apresentaram um aumento significativo na frequência de vários produtos, ou seja, produtos de prevenção de doenças, como vitaminas e suplementos, e de tratamento de doenças, como remédios para tosse.
“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.
No início de março, a categoria Vitaminas exibiu 300 anúncios por dia, enquanto em 18 de março a categoria exibiu 601 anúncios por dia, com o total de gastos com publicidade chegando a IDR 15,3 bilhões por dia. Algo semelhante também aconteceu com a categoria Remédio para tosse, que exibiu menos de 50 anúncios no início de março e aumentou para 180 anúncios em 18 de março, com um gasto total de IDR5,6 bilhões.
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.
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SOBRE A NIELSEN AD INTEL
As informações sobre gastos com anúncios são obtidas dos dados da Ad Intel, que monitora as atividades de publicidade na Indonésia. Em 2018, o monitoramento de anúncios inclui 15 estações de TV nacionais, 98 jornais, 65 revistas e tabloides e 200 sites. Os números de gastos com anúncios são baseados no cartão de taxa bruta, sem calcular descontos, bônus, promoções, preços de pacotes, etc.
SOBRE A NIELSEN TAM
A Nielsen TAM na Indonésia mediu a audiência de toda a televisão nacional em mais de 8.000 pessoas com 5 anos ou mais em 11 cidades da Indonésia (Jacarta, Bandung, Yogyakarta, Semarang, Surakarta, Surabaya, Denpasar, Medan, Palembang, Makassar e Banjarmasin). Os resultados da medição são apresentados em valores de classificação, participação e índice.
Sobre a 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. Nielsen is divided into two business units. Nielsen Global Media, the arbiter of truth for media markets, provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. Nielsen Global Connect provides consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and changing marketplace that companies need to innovate and grow. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
Contact
Nielsen Company Indonésia
Mila Lubis
miladinne.lubis@nielsen.com
+62 855 108 2304
