Nielsen Newsletter

EDITION 19 • July 29, 2011

Data Highlights
Viewers are Into Talent Search, Animation and
Religious TV Shows
TV viewing does not change much in the second quarter of 2011 as the
viewers number increased by 2% only from an average of 6.8 million
people (aged above 5 years old in 10 major cities) in the first quarter to 7
million people. However, children viewers (5-14 years old) increased the
highest during this period, which was by 7% to 1.4 million children, while
the number of 15+ viewers increased by 1% only.

Rating & Average Number of Viewers

Period: January - June 2011
Target Audience: 5-14 year old, Male 15+ and Female 15+
Market: Jakarta, Surabaya, Medan, Semarang, Bandung, Makassar, Yogyakarta,
Palembang, Denpasar, Banjarmasin

4,000
14.5 15.0
Avg number of viewer in thousand

14.3
13.5
nd 3,500 12.6 12.3
12.2
During the 2 quarter, viewers’ interest to watch 12.0
2,979 3,020
series (sinetron) seem to go down as they 3,000

Rating (%)
reduced their time spent watching on the sinetron 2,533 2,556 9.0

from 69 hours (27% of total watching time) in the 2,500

1st quarter to 63 hours (24%) in the 2nd quarter of 6.0
2,000
their total watching time. Contrarily, the time
spent watching of entertainment program, 1,500 1,350
1,442 3.0

especially music and game show, grew from a

total of 45 hours (18%) to 53 hours (20%) , time 1,000 0.0
5-14 MALE 15+ FEMALE 15+
spent watching of children program expanded
from a total of 17 hours (7%) to 23 hours (9%), Q1 2011 Q2 2011 Q1 2011 Q2 2011
while time spent watching of religious programs
increased from a total of 3 hours (1%) to 5 hours (2%).

Along with the increase of time spent watching, children and religious programs also reached more viewers. The
average number of religious program viewers rose by 41% from an average of 215 thousand to 303 thousand people,
while the average number of children program viewers went up by 36% from an average of 545 thousand people to 743
thousand people.

Talent Search Show Draws More Viewers

Though the time spent watching of music and game shows increased, the highest increase in terms of number of
audience is the talent search program. Compared to other entertainment programs (e.g. music, game show, talk show,
reality show, comedy, etc.), number of talent search viewers enlarged by 50% from an average of 800 thousand (1.5

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 Nielsen Newsletter – Edition 19 | July 29, 2011

rating points) to 1.2 million (2.3 rating points). The significant growth of audience was particularly seen since April which
was conducted by Tarung Dangdut and Master Chef.
nd
Talent search program that attracted the most viewers during the 2 quarter of 2011 is Master Chef with an average of
nearly 2 million people watched it.

Top 5 Talent Search Program

Period: April - June 2011
Target audience: Age 5 years and above (TV population: 52,213,275 individuals)
Market: Jakarta, Surabaya, Medan, Semarang, Bandung, Makassar, Yogyakarta, Palembang, Denpasar, Banjarmasin
Average number Rating
Program Share (%)
of audience (%)

MASTER CHEF INDONESIA 1,980,000 3.8 21.1

SIRKU[S]PEKTA INDONESIA 1,300,000 2.5 18.1

TARUNG DANGDUT 1,276,000 2.4 10.6
MASTER CHEF INDONESIA(R) 1,173,000 2.2 18.4
DANCING WITH THE STARS INDONES 786,000 1.5 8.0

The biggest advertisers in talent search programs were Clove Cigarettes (553 spots or about Rp 15,3 billion),
Telecommunications (485 spots or Rp 11 billion) and Hair Care (460 spots or Rp 10.4 billion).

More Children Watch TV in Holiday Season

nd
In the 2 quarter of 2011, children spent 16 minutes longer to watch TV to an average of nearly 4.5 hours per day.
Similar to talent search program, the number of children viewers started moving up in April and peaked in school holiday
in June.

In terms of number of audience, children viewer particularly increased by 41% to 265 thousand viewers (2.5 rating
points) in series animation program. Some animation programs that were significantly watched by more children were
Shaun the Sheep, Ooglies and Ikhlas dari Hati.

Children program that managed to attract the most children viewers was Ikhlas dari Hati, a series of Ipin & Upin, with an
average of 612 thousand children viewers (5.7 rating points).

Top 5 Children Programs

Period: April - June 2011
Target audience: Age 5-14 year old (TV population: 10,698,988 individuals)
Market: Jakarta, Surabaya, Medan, Semarang, Bandung, Makassar, Yogyakarta, Palembang, Denpasar, Banjarmasin
Average number Rating
Program Share (%)
of audience (%)

IKHLAS DARI HATI 612 5.7 19.8

OSCAR'S OASIS 603 5.6 18.7

TERSENTUH HATI 593 5.5 19.2

POWER OF 10 CENT 574 5.4 19.4
SHAUN THE SHEEP 555 5.2 18.1
In children program category, the largest advertisers were Snacks & Biscuits (9634 spots or Rp 74.5 billion), Growing Up
Milk (5669 spots or Rp 73.5 billion) and Canned/processed Food (3407 spots or Rp 48.8 billion) .

Religious Program Has Attracted Viewers Before Ramadhan

Though the fasting month has not arrived yet, religious program began to attract viewers’ attention. The average number

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 Nielsen Newsletter – Edition 19 | July 29, 2011
nd st
of religious program viewers in the 2 quarter is 41% bigger than the 1 quarter, with 303 thousand people. It has been
increasing since April. The increase was primarily contributed by the religious speech program category, which viewers
increased by 45% to 312 thousand people.

As some religious programs broadcast in prime time (6 to 10 pm), the number of religious program viewers increased
five-fold to an average of 854 thousand people. Meanwhile, the increment was also quite large in the morning (5 to 9
am). The number was nearly double to 633 thousand people. In general, religious program that gained the biggest
number of viewers was Taman Hati, a one off program that was aired in prime time, amounting to 1.2 million people.

Top 5 Religious Program

Period: April - June 2011
Target audience: Aged 5 years and above (TV population: 52,213,275 individuals)
Market: Jakarta, Surabaya, Medan, Semarang, Bandung, Makassar, Yogyakarta, Palembang, Denpasar, Banjarmasin
Average number
Program Program Type Rating (%) Share (%)
of audience

TAMAN HATI Preach/Dialog 1,205 2.3 10.4

ISLAM ITU INDAH Preach/Dialog 1,191 2.3 21.2

INDAHNYA SORE Preach/Dialog 704 1.3 10.3
U2 UJE & UDIN Variety Show 653 1.3 9.6
BAITUL GAUL Preach/Dialog 540 1.0 8.7

The biggest ad spending on religious program was contributed by Government & Politic Organization Category (582
spots or Rp 6.4 billion), Hair Care (586 spots or Rp 4.9 billion) and Telecommunication (411 spots or Rp 4.3 billion).

Note: the above advertising expenditure information is based on gross rate card issued by TV stations, regardless of
discounts, bonuses and other sales packages.

Data Highlights
How’s the newspaper?
Though the use of Internet, including reading e-newspaper, is increasingly
popular, print media has not abandoned completely. In choosing newspapers,
55.8% of consumer choose newspaper for its trusted news, 28.2% prefer
newspaper for its sport news. Meanwhile, 20.8% interested in reading newspapers
because of the crime news, and 19,4% for its political news. Newspaper readers
are generally males aged 20-29 years old from upper class (whose monthly
household expenditure is above Rp 2.000.000, -).

Newspaper readers spend about 32-33 minutes to read newspaper (yesterday).

Apparently, not many newspaper readers are subscriber. Most of them (27.8%)
buy newspaper without subscribing, 26.3% read newspaper in the office, school or
library, 20.6% borrow newspaper from friends, and only 9.2% who subscribe for
newspapers.

In general, newspapers readership increase from 13.4% in early 2011 to 13.7% in

the mid-year. Some cities that shows positive growth in the readership are
Palembang (from 25.1% to 26.8%), Greater Yogyakarta (from 23.6% to 25.2% ),
Greater Bandung (from 6.7% to 7%), and Greater Jakarta (from 11.3% to 11.8%).

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 Nielsen Newsletter – Edition 19 | July 29, 2011

Penetration by cities
Period: Oct-Dec 2010 vs. Jan-Mar 2011
Market: 9 cities

* Survey for newspaper readership is

conducted in 9 major cities in Indonesia:
Greater Jakarta (including Bogor, Depok,
Tangerang, Bekasi), Greater Bandung
(Lembang, Padalarang, Cimahi,
Soreang, Majalaya, Cicalengka), Greater
Surabaya (Gresik , Jakarta, Mojokerto,
Tasikmalaya, Lamongan), Greater
Semarang (Kendal, Ambarawa, Demak),
Medan, Makassar, Greater Yogyakarta
(Sleman, Bantul), Denpasar, and
Palembang.

Data Highlights
Advertising Insight: Targeted Advertising Strategy
When industry needs not only the figure of advertising spending to measure the success of a campaign, Advertising
Insight answers the needs. As already informed in previous edition, Advertising Insight provides information on
promotional spending across competitors, identifying opportunities to optimize media mix and creative messaging,
evaluating co-op strategies and marketing investment, as well as integrating creative messaging with survey to correlate
advertising’s impact on consumer behavior.

In Telecommunications category, for example, Advertising Insight discovers changes in advertising strategy in terms of
the creative types and the target (consumer). Based on the creative types, telecom ads focused on mobile/wireless
provider, or also known as SIM card, in the last three months (April-June 2011). Compared to April, ads on
mobile/wireless provider increased by 10% in June to 52%.

In addition, telecom ads on bundled service, 5% 4% 2%

2%
which combine the handset with SIM card, also 3% 3%
OTHER
increased in June; from only 15% to 24%. There
was also a slight increase of telecom ads
featuring broadband services, from 3% in April to 42% RETAILER
47% 52%
6% in June.
MOBILE/WIRELESS
Meanwhile, the percentage of telecom ads that
promoted device manufacturer, such as Nokia,
DEVICE MANUFACTURER
Sony Ericsson, Samsung, etc., decreased from 21% 15%
33%
33% in April to just 15% in June.
BUNDLED SERVICE
24%
Advertising Insight by Creative Type 20%
15%
Communication equipment and services category BROADBAND
5% 6%
only, in all media type; 3%
Period: April-June 2011 APRIL MAY JUNE

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 Nielsen Newsletter – Edition 19 | July 29, 2011

Based on the consumer segment targeted by the advertisers, the majority of telecom ads are aimed to general
consumer (94%). Some others target the family, women, youth and business. However, in the last three months, there
was a shift in the ads target. Ads those aimed to the general segment lessened from 94% in April to 83% in June. So did
telecom ads targeted for women and business segments. Contrarily, more telecom ads target young people. The portion
of ads that were intended for this segment increased from only 3% in April to 17% in June.
Advertising Insight by Target
Communication equipment and services category only, in all media type
Period: April-June 2011

3% 4%
1% 17%
YOUTH

WOMEN

94% 95% GENERAL CONSUMER

83%

GENERAL BUSINESS

FAMILY
1%
1% 1% 1%
APRIL MAY JUNE

THE MOST WATCHED BRAND IN JULY 2011

NO. OF
PRODUCT GRP
SPOTS

MARJAN BOUDOIN - SYRUP 7,041 4,163

ABC - SYRUP 5,372 2,454
POND'S WHITE BEAUTY NATURALS - SKIN LIGH 3,170 1,739
INDOSAT MOBILE KARTU INDOSAT - SIMCARD 3,156 1,925
MOLTO ULTRA - FABRIC SOFTENER 3,150 2,325
1-28 July 2011, All people 5+, Commercial TV, GRP (Gross Rating Points) in %, all commercial products only

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