Television Still Dominates with Total Advertising Expenditures of Rp30.9 Trillion
政府机构和政治组织的广告支出占整个 2019 年竞选期间广告支出的 12
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.
总统选举影响了多家媒体的广告趋势。在本选举年的第一季度，广告支出的最大部分来自政府和政治组织类，达 2 万亿印尼盾（增长 11%），其次是在线服务类，广告支出总额为 19 万亿印尼盾。
第三大广告客户是头发护理品类，总支出为 18 亿印尼盾。丁香香烟类的支出为 1.7 万亿印尼盾，增长了 29%。排名第五的是速溶食品类，与去年同期相比增长了 37%，广告支出总额为 1.5 万亿印尼盾。
在品牌方面，Mi Sedaap、Counterpain 和 Gudang Garam Move 仍是电视媒体的主导品牌。在平面媒体方面，政府类成为最大的广告主，其中包括南苏门答腊地区政府、廖内地区政府和楠榜地区政府。与此同时，壳牌（Shell）、Belimobilgue.co.id 和 Gulates 成为广播广告的主力。
政府和政治组织活跃了广告支出趋势
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).
电视观众对大选反应积极
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%)
从收视率来看，2019 年总统大选的五场辩论获得了更高的集体收视率，因为与 2014 年相比，今年播出辩论节目的电视台数量更多。2019 年收视率最高的是第二场辩论，即总统候选人佐科威对普拉博沃的辩论，收视率为 18.8%。事实上，在2019年4月17日选举日之后的两天内，与大选相关的节目仍然获得了相当高的收视率，4月18日为13.2%，4月19日为13.8%。
“Throughout the first quarter of 2019, Government and Political category’s 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.”
尼尔森在 11 个城市进行的 TAM 研究还发现，观众在选举日倾向于延长收看电视的时间，平均为 5 小时 30 分钟（与平日相比增加了 12%）。在整个选举日播放的 "快速计票 "节目也推动了这一趋势。参见插图 2
从观众情况来看，与平日相比，选举日当天各年龄段和社会经济阶层选民的收视率都有所上升。从观众年龄来看，50 岁以上观众的收视率最高（17.7%），而中产阶级观众的收视率最高，为 14.3%。
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Illustration 1 Top 10 Advertiser for Government & Political Organization Category
说明 2 2019 年选举日的电视观众
关于尼尔森广告智能
广告支出信息来自Ad Intel 公司监测印尼广告活动的数据。2018 年，广告监测包括 15 家国家电视台、98 家报纸以及 65 家杂志和小报。广告支出数据基于毛利率卡，不计算折扣、奖金、促销、套餐价格等。
关于 NIELSEN TAM
尼尔森印尼 TAM 对印尼 11 个城市（雅加达、万隆、日惹、三宝垄、泗水、泗水、登巴萨、棉兰、巴伦邦、望加锡和班加罗尔马新）的 8,000 多名 5 岁及以上观众收看的所有国家电视台节目进行了测量。测量结果以等级、份额和指数值表示。
对尼尔森Ad Intel 研究感兴趣的客户请联系当地的尼尔森代表。
Non-clients interested in Nielsen Ad Intel Study can send email to nielsen.indonesia@nielsen.com
