nielsen newsletter oct 2010-eng · copyright © 2007 the nielsen company. all rights reserved...

Copyright © 2007 The Nielsen Company. All rights reserved Nielsen and Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C.

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Nielsen Newsletter EDITION 10 • October 29, 2010

Data Highlights

Teenagers are attracted to special event Currently, teenager (15-19 years) is the largest internet consumer (32%) as well as adults aged 20-29 years. However, among the television viewers, their composition is 10% only. During October, most teenagers are mainly captured by SCTV (with an average of 134 thousand teenagers or 2.3 rating points), RCTI (104 thousand or 1.8), and TRANS (104 thousand or 1.8). Compared to last month, teenager’s viewing pattern increases especially on the weekend from 10 am to 10 pm. The highest increase occurs between 2 to 6 pm. It rises 10% to an average of 75 thousand teenagers. On the weekend, programs that successfully attract the most teenagers during the day part are entertainment programs (music, light entertainment and reality shows). Between 10 am to 2 pm, drama movie (FTV) dominates teenager’s viewing and at prime time (6 to 10 pm), most teenagers watch soap opera (sinetron), aside from talent search programs and reality show.

Average number of teen viewers, National TV Station

Period: 1-24 September vs. 1-24 October 2010 Target Audience: Teenager (15-19 years) – TV Population: 5,873,670 individuals

Market: Jakarta, Surabaya, Medan, Semarang, Bandung, Makassar, Yogyakarta, Palembang, Denpasar, Banjarmasin Though number of teenager increases in some day parts, apparently their time spent watching is 2 hours 36 minutes lesser than last month or 61 hours 24 minutes throughout October. Their time spent watching lessens in most of the day, except in the morning (6 to 10 am), which is 15 minutes longer to almost 10 hours, and during prime time, which in fact increases around 1 hour 6 minute to almost 23 hours along October. As broadcast hour of some programs rises, teenager’s time spent watching increases the most on special programs, from an average of 23 minutes to 47 minutes. Furthermore, their time spent watching sport programs also increases from 2 hours to 4 hours, while time spent watching educational programs is up from 3 minutes to 7 minutes. Special programs that attract most teenagers are Inbox Award 2010, with 324 thousand teenagers (rating 5.5) and Pemilihan Putri Indonesia 2010 with 77 thousand teenagers (1.3). Even the re-run programs still manage to draw

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September October

Nielsen Newsletter – Edition 10 | October 29, 2010

www.agbnielsen.co.id; www.nielsen.com 2 Copyright © 2007 The Nielsen Company. All rights reserved Nielsen and Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C.

teenagers. However, the most effective program in reaching teenagers is Inbox Awards 2010 (with Index 166 – in other words, its rating among teenagers is 66 per cent higher than all people above 5 years old). Top 5 Special Programs, National TV Stations Period: 1-24 October 2010 Target audience: Teenager (15-19 years) – TV Population: 5,901,352 individuals Market: Jakarta, Surabaya, Medan, Semarang, Bandung, Makassar, Yogyakarta, Palembang, Denpasar, Banjarmasin

Program Channel Average number of audience

Rating (%)

Share (%)

Index to all people

5+

INBOX AWARDS 2010 SCTV 324,000 5.5 33.3 166

INBOX AWARDS 2010(R) SCTV 191,000 3.2 31.7 124

PEMILIHAN PUTERI INDONESIA2010 INDOSIAR 77,000 1.3 6.8 66

20.10 2010 TPI 71,000 1.2 6.1 100

PEMILIHAN PUTERI INDONESIA10(R INDOSIAR 69,000 1.2 7.4 81

Besides special event show that is quite successful in reaching teenager, the most watched programs among teenagers seem to be more various. Last month, local drama movie (FTV) dominates the top program list. This month, besides FTV and special programs, sports programs, soap operas and entertainment are also successful in attracting teenager. Top 10 Programs, National TV Stations Period: 1-24 October 2010 Target Audience: Teenager (15-19 years) – TV Population: 5,901,352 individuals Market: Jakarta, Surabaya, Medan, Semarang, Bandung, Makassar, Yogyakarta, Palembang, Denpasar, Banjarmasin

Program Channel Program Type Average number of audience

Rating (%)

Share (%)

Index to all people 5+

DIARY RIRI UNTUK CHERI SCTV Movie:Drama 411,000 7.0 34.3 197

BIG MATCH:INDONESIA VS URUGU(L)

ANTV Sport:Match 413,000 6.9 25.5 108

IND MENCARI BAKAT BSM SUPERMI

TRANS Entertainment:Talent

Search 343,000 5.8 24.3 96

PERJAKA MANIS JATUH CINTA SCTV Movie:Drama 332,000 5.6 30.7 187

INBOX AWARDS 2010 SCTV Special:Special Event 324,000 5.5 33.3 166

CINTA FITRI SEASON 6 SCTV Series:Drama 320,000 5.4 24.2 99

PUTRI YANG DITUKAR RCTI Series:Drama 302,000 5.1 21.0 86

BIDADARI PENCURI HATI SCTV Movie:Drama 294,000 5.0 29.8 194

1000 KISAH SATU HATI UNGU SCTV Entertainment:Music 294,000 4.9 37.6 181

ALVIN AND THE CHIPMUNKS RCTI Movie:Drama 279,000 4.7 27.4 171



Data Highlights

TV broadcasts more on news talkshow In October, news talkshow program broadcast hour increases around three per cent to nearly 249 hours on national TV station compared to last month. Nevertheless, the increase of broadcast hour does not seem to attract more viewers who mostly are upper class men aged above 40 years old (whose routine monthly household expenditure above Rp 1,750,000). However, they do watch more news talkshow as their watching time are 13 minutes longer than last month or 4 hours 5 minutes throughout October. Among this specific segment audience, the most watched news talkshow programs which also effectively reach them are Jakarta Lawyers Club (rating 3.2/Index 248) which rating is 19% higher, Janji Wakil Rakyat (2.4/350) and Barometer (2.0/140) which ratings are one-third higher compared to previous month. The topics are ranging from train crash in Pemalang (Central Java), Commissioner General Timur Pradopo as National Police chief candidate, video of Papua torture allegedly committed by Indonesian Military (TNI) officers to legal injustice for common people. Top 10 News Talkshow Program, National TV Stations Period: 1-24 October 2010 Target audience: Upper class male above 40 years old (TV Population: 1,903,710 individuals) Market: Jakarta, Surabaya, Medan, Semarang, Bandung, Makassar, Yogyakarta, Palembang, Denpasar, Banjarmasin

Program Channel Rating (%) Index to all people

5+

JAKARTA LAWYERS CLUB TVONE 3.2 248

JANJI WAKIL RAKYAT TVONE 2.4 350

BAROMETER SCTV 2.0 140

TODAY'S DIALOGUE METRO 1.9 355

APA KABAR INDONESIA MALAM TVONE 1.8 243

HEADLINE NEWS METRO 1.7 476

SUARA ANDA METRO 1.5 291

EDITORIAL MEDIA INDONESIA METRO 1.3 595

ECONOMIC CHALLENGES METRO 1.1 363

APA KABAR INDONESIA TVONE 1.1 253

News talkshow programs are mostly broadcast by TV One (53%), TVRI (22%), Metro TV (22%), SCTV (2%), and ANTV (0.4%). In terms of time spent watching audience, the upper class men above 40 spend most of their news talkshow watching time on TVOne (52%), Metro TV (27%), SCTV (9%), TVRI (8%), and ANTV (4%).*



Event

Top Executive High Tea Gathering: Opportunity and Trends in Measuring Audience

On October 14, 2010, Nielsen Audience Measurement Indonesia organized Top Executive High Tea Gathering at Hotel Indonesia Kempinski, Jakarta. The event gathered top executive from TV stations, advertising agency, and production house to be updated with Nielsen Audience Measurement’s key activities in Indonesia, Asia and the world. This networking program brought in guest speaker from the global and regional top-management: Mr. Rolando Stalli (Global CEO of International Audience Measurement) and Mrs. Linda Chang (Managing Director of Asia Audience Measurement) to update clients with global audience trends. Mr. Stalli talked about the opportunity and challenges for measuring audience globally, which included global advertising investment trends, global viewing trends, and multi screens consumption case study from the U.S. He mentioned that TV

advertising spend will continue to dominate the media scene and is expected to increase by 6.5 per cent in 2010. Meanwhile Internet’s ad share is expected to grow from 12.7 per cent in 2009 to 17 per cent in 2010, he said. Mr. Stalli also shared about digital as the new TV environment. He said that digital has initiated new channels to offer thematic or specific program content, while generalist channels will initially be suffering from decrease of audience viewing, but new segmented channel offered which often belong to the same operators, will compensate the lost viewing. Mrs. Linda Chang shared information on the opportunity and trends in measuring audience in Asia. She presented how TV viewing trend including cable/satellite, internet usage and mobile phone ownership are growing across the Asia region. In her presentation, Mrs. Chang also shared several trend cases, i.e. on Taiwan’s Pay TV landscape changes, Screen Scope for signal measurement in Manila-Philippines, Live Rating to optimize program momentum and commercial rating in South Korea and Philippines, rapid digitalization in South Korea due to amazing infrastructure and cable/satellite panel launch in Thailand and Indonesia. Mrs. Irawati Pratignyo (Managing Director of Indonesia Audience Measurement) presented updates on Indonesia’s growing adspend, new media (Internet and mobile phone) penetration growth that changes the habits of media consumers and highlight findings from the new Pay TV Measurement in Jakarta which penetration has reached 10.1%. Aside from that the presentation also highlighted the CSR activities that focus on education. In closing, she also informed about what Nielsen’s product and service initiative plan for 2011 in Indonesia. In addition to Pay TV panel in Greater Jakarta and extended service for studies in viewing behavior, the imitative plans also cover some pilot projects on: Out of Home Measurement, Advertising Insight, Online Measurement and Multi-Media Reach & Frequency. These initiatives can only be delivered with the support of the clients according to their needs.*

THE MOST WATCHED BRAND IN OCTOBER 2010

1-26 October, All people 5+, Commercial TV, GRP (Gross Rating Points) in %, all commercial products only

PRODUCT GRP NO. OF SPOTS

TELKOMSEL SIMPATI - SIM CARD 5,787 4,458

EXCELCOMINDO XL - GSM CARD 3,747 2,730

SEDAAP - INSTANT NOODLE 2,562 1,583

SUNSILK CO-CREATIONS - ALL SHAMPOO 2,501 1,697

REJOICE 3-IN-1 ANTI KETOMBE - SHAMPOO 2,438 1,427

nielsen newsletter oct 2010-eng · copyright © 2007 the nielsen company. all rights reserved...

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