- 联合利华引领市场
- 饮料、智能手机和食品类消费占主导地位
- 服务行业激增，个人服务和房地产广告翻了一番多
Jakarta - October 14, 2025 - Latest data from Nielsen Ad Intel shows Indonesia’s advertising landscape is being reshaped by both familiar FMCG giants and a wave of fast-growing service sectors.
联合利华（Unilever）长期保持着2025年上半年印尼最大广告主的地位，Wings和Mayora紧随其后。Goto（Gojek Tokopedia）和Garena（Shopee）等技术驱动型企业也巩固了前十名的位置，反映了印尼日益增长的数字消费经济。
其他主要支出方包括雀巢、Indofood、味之素印尼公司、Aqua 和 Tempo Scan Pacific，这进一步增强了快速消费品作为印尼广告市场引擎的实力。
前 20 名广告商
On a category level, beverages took the crown as Indonesia’s largest advertising category in H1 2025, followed by laptops & smartphones, then food.
These sectors continue to dominate ad spend across television, digital, and outdoor channels, driven by intense brand competition and high-frequency campaigns. Rounding out the top five categories were toiletries & cosmetics, followed by medicines & pharmaceuticals – both of which maintained solid investment levels as health and self-care remain front-of-mind for Indonesian consumers.
前 20 个类别
虽然大型快速消费品品牌继续主导着整体消费，但尼尔森的数据显示，增长最快的是以服务为导向的行业。
2025 年上半年，个人服务领域的广告增长了一倍多（108%），而房地产服务也激增了 101%，这表明消费者信心恢复，住房、休闲和生活方式体验市场竞争激烈。
Transport, travel & recreation climbed 39.7%, highlighting Indonesia’s travel sector rebound post-pandemic. Meanwhile, apparel & personal accessories (up 21.3%) and smoking & accessories (up 17.1%) also recorded notable gains.
5 大增长类别
Nielsen’s Managing Director Asia, Adrienne Wong, said: “Advertisers are increasingly recognising the value of real-time competitive visibility. In a market as diverse and fast-moving as Indonesia, the difference between leading and lagging often comes down to intelligence. Knowing how much your competitors are spending, and where they’re spending, leads to smarter media strategies, sharper negotiations, and stronger ROI. Nielsen Ad Intel provides that edge by giving marketers a complete view of the ad market across platforms.”
Nielsen’s Indonesia Director, Tejendar Singh, added: “Indonesia remains one of Southeast Asia’s most dynamic advertising economies, fuelled by a young, digital-savvy population and strong brand competition across both traditional and online media. Nielsen’s latest findings highlight a market balancing established FMCG dominance and emerging investment from service-led industries.”
关于尼尔森Ad Intel
Ad Intel 提供当今最全面的跨平台广告情报。通过直观的软件，可以审查和比较跨媒体、公司、类别或品牌的广告活动以及历史数据。
请注意： 尼尔森按公布的费率卡价值监测主要媒体的广告总支出。虽然某些媒体所有者会提供折扣，但费率并不公开。另请注意，类别和品牌/产品分组数字由尼尔森自行决定分组。
关于尼尔森
Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences – now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, 在 Facebook 上 和 Instagram).
新闻联系人
丹-查普曼
dan.chapman@nielsen.com
+61 4040884
