AGBNielsen Newsletter

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Colleen Ryan
6 years ago
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Seeing that it is the fourth largest group (16%) of TV population in 10 cities after the age group of 5-14, 20-29 and 30-39, the potential audience of elderly is the highest compared to other age

1 AGBNielsen Newsletter EDITION 3 March, 2010 Data Highlights The Control is at the Elderly s Hand As the age number increases, it seems that watching TV becomes a habit of spending leisure time. Compared to children and teenagers, the elderly (aged 50 years and above) seems to dominate TV viewing. Not only their proportion in population is quite big, but also their watching time is high. Seeing that it is the fourth largest group (16%) of TV population in 10 cities after the age group of 5-14, and 30-39, the potential audience of elderly is the highest compared to other age segments. As TV population is composed by 16% of elderly people, 14.6% of them watch television. Meanwhile 11.3% of teenagers who watch TV have made them the lowest potential audience group. Among those age groups, older people are considered to be more potential audience compared to younger people. As TV population is composed by 16% of elderly people, 14.6% of them watch television. Total Rating, All channels Period: 1-27 March 2010 Target Audience: All people above 5 years old Market: Jakarta, Surabaya, Medan, Semarang, Bandung, Makassar, Yogyakarta, Palembang, Denpasar, Banjarmasin Target Audience TV Population Profile Rating/Potential Audience Total Individuals Arianna Training Agenda About Viewing Behavior: Beginner 9.30 AM 12 PM Thu, April 1 & 29, 2010 About Post Evaluation: Beginner 9.30 AM 12 PM Thu, April 15, 2010 Please register to our Client Service In the meantime, the average time spent watching TV of the elderly is also the highest, i.e. 3 hours 14 minutes per day, whereas teenagers (15-19 years) spend the least time in watching TV, i.e. 2 hours 27 minutes per day

2 With the longest watching time, the older people allocate most of the time to watch entertainment programs (23% of their watching time or approximately an hour a day). They have high demand on reality show programs. Among entertainment programs, the largest watching portion (23%) is allocated to reality show, though the airing portion of reality show in all TV stations is only 12% of total broadcast hour. However, from the programming part, the most watched program among elderly women is soap operas (sinetron). Nevertheless, Breaking News on President s speech to the voting results of Bank Century case on March 4 is the most effective program that reaches this segment, which gains 6.3 point ratings or 80% (Index 180) higher than all people s rating. In the meantime, the most watched program among elderly men is sports, such as Djarum Indonesia Super League or World Boxing. World Boxing is the most effective program in reaching this segment, which gains 6.8 rating points or 155% (Index 255) higher than the total rating of all people. Top 10 Program Target audience: 50+ Female and 50+ Male; TV Population: 3,377,741 individuals (50+ Female), 3,416,407individuals (50+ Male) Market: Jakarta, Surabaya, Medan, Semarang, Bandung, Makassar, Yogyakarta, Palembang, Denpasar, Banjarmasin 50+ FEMALE Program Program Type Rating Share Index SAFA DAN MARWAH Series:Drama KEMILAU CINTA KAMILA Series:Drama TAKE CELEBRITY OUT 2010 Entertainment:Reality Show TH PANASONIC GOBEL AWARDS Special:Special Event BREAKING NEWS News:Special News CINTA FITRI SEASON 5 Series:Drama OPERA VAN JAVA Entertainment:Comedy AUDISI 2010 Entertainment:Talent Search TAKE ME/HIM OUT INDONESIA Entertainment:Reality Show ELIMINASI 2010 Entertainment:Talent Search MALE Program Program Type Rating Share Index DJARUM ISL:PERSIJA VS PERSIB(L Sport:Match SAFA DAN MARWAH Series:Drama DJARUM ISL:PERSIB VS AREMA(L) Sport:Match DJARUM ISL:PERSIB VS PERSEMA(L Sport:Match WORLD BOXING(L) Sport:Match DJARUM ISL:PERSIB VS BONTANG(L Sport:Match DJARUM ISL:PERSIK VS PRSIJAP(L Sport:Match DJARUM ISL:PERSIJA VS PSPURA(L Sport:Match BREAKING NEWS News:Special News DJARUM ISL:PELITA VS PERSIBA(L Sport:Match

3 Older adults may become an attractive market in TV audience since they have more potential audience and more time to spend. Could it be an opportunity to have them as marketing target as well?* Data Highlights Where do TV Viewers Go? Lesser viewers seem to watch TV for the last few years, though TV viewing pattern was similar, which is generally low at the beginning of the year and high towards the end of the year. Although generally lower in all time compared to 2006 and 2007, number of viewer in 2009 is higher than in 2008, in particular in the morning (6 to 9.30 am), at noon (11.30 am to 2 pm) and in the afternoon (3 to 5 pm). Viewing Pattern All channels, all time Period: Target audience: All people 5+ Market: Jakarta, Surabaya, Medan, Semarang, Bandung, Makassar, Yogyakarta, Palembang, Denpasar, Banjarmasin Rating am 9.30 am am 2 pm 3 pm 5 pm :00 2:30 3:00 3:30 4:00 4:30 5:00 5:30 6:00 6:30 7:00 7:30 8:00 8:30 9:00 9:30 10:00 10:30 11:00 11:30 12:00 12:30 13:00 13:30 14:00 14:30 15:00 15:30 16:00 16:30 17:00 17:30 18:00 18:30 19:00 19:30 20:00 20:30 21:00 21:30 22:00 22:30 23:00 23:30 24:00 24:30 25:00 25:30 Some programs that contribute to the increasing trend of viewers in 2009 in the morning are children movies and special boxing Kuku Bima Ener-G! Meanwhile, the growing number of audience during the day receives contributions from a number of local teen movies (FTV) and the evening is contributed by various programs, such as re-run program of reality show Take Me Out Indonesia, children talent contest Idola Cilik 2, and re-run of some special music programs, for example Dahsyatnya Awards, SCTV Music Awards, etc. In general, TV programs are most effective in reaching audiences aged 45 years and above, even though all age segments population increases every year. The effectiveness is particularly seen since 2007, in which the trend continues to raise significantly. Conversely, the effectiveness of TV programs in reaching children and adolescents (5-14) decreases. Adolescents (10-14 years), who were effectively reached by television in 2005 to 2008, show a decrease in

The decline of TV viewing may be caused by the viewers transition to other media, such as the Internet, pay TV, or other entertainment activities, such as going to the cinema, shopping malls, etc.

4 The decline of TV viewing may be caused by the viewers transition to other media, such as the Internet, pay TV, or other entertainment activities, such as going to the cinema, shopping malls, etc. The assumption is supported by the changes in the media landscape, which is no longer dominated by the conventional media, like television, radio, magazines, newspapers, tabloids, and billboards. For the last two years, consumption of print and radio has also continuously declined constantly as Internet usage grows in Indonesia. Internet usage increase in most Asian markets, with the highest penetration is in Hong Kong. Apparently, the penetration in Indonesia is lower compared to Singapore, Taiwan, Philippines, and Malaysia. However, it is slightly higher than Thailand. The main consumer of Internet is the young age of years, who shows decreasing trend in TV viewing. Seventy two percent of teenagers spend more than an hour for the Internet, while 47% of young adults (20-29 years) spend between one to two hours for the Internet. In the US, 57% of consumers watch TV and use the Internet simultaneously. In other words, consumers have more power to decide what they want to consume. Along with the development of Internet technology, the current media market is crowded with the presence of YouTube, Facebook, Twitter, etc., which can also be accessed via cell phone. Thus, the map of competition in the media market today includes conventional media, online-based media, cinema, mobile phone, etc. As mobile phone continues to be developed, it is no longer functioning as merely communication tool. More than that, as a more personal device, mobile phone has evolved into an image generator, a means of entertainment providers, and even a means to establish social networks. Until 2009, mobile phone usage rate among people aged over 10 years in 9 major cities in Indonesia is 49% or reach approximately 21.5 million people. The booming of mobile phone as a means of social networking has been seen obviously recently. Some telecommunication providers offer access facilities to Facebook, Twitter or messenger services through mobile phone at an affordable price. In Indonesia, the popularity of social networking like Facebook increases sharply in the last two years. Until 2009, 16 million Facebook users have made Indonesia as the third biggest Facebook user in the world. In addition, mobile phone usage in the US also increases, in particular in the Internet (34%), Video (36%), and MMS (32%). At the same time, cable satellite is also rising. The subscription is exceptionally high in Taiwan (86%) and growing in Hong Kong (60%), Singapore (48%), and Malaysia (36%), while Indonesia (8.9%) also grows 7 to 8 times since Taiwan shows the highest and the most stable penetration compared to other Asian markets. Poor programming and technical facilities in FTA has made people prefer pay TV in Taiwan. Overall, media landscape has been changing which makes the competition even tighter. Not only television broadcaster has to compete with other broadcasters, but also with the new kind of media, especially the growing online-based media. With lesser viewers who watch television, broadcasters may consider to integrate with other medium to attract them back. However, TV still rules since the TV (ownership) penetration is relatively constant and stills the highest among other media, which reaches 94% of the household population in 10 major cities. In 2009, the penetration of other media is less than 50%; cell phone (49%), Pay TV (8.9%) and Internet (17%) which especially has doubled from the year There goes without saying that yes consumer is start shifting to other media and yes the advertising budget may also start following the trend to advertise in online media, but yet, other media penetration s still way to go and so it makes TV still the king of all media, at least for another 5 years.* 4

5 It s News Time! News Catches More Viewers in March A number of national events which enlivened television at the beginning of March have increased the number of news viewers into 30 thousand on average. It was 20% higher compared to February. Parliament plenary session related to Century Bank case and the shooting of the suspected terrorists, Dulmatin are some of those who helped boost the viewing of news programs. Average number of news audience News channels Period: March 2010 Target audience: Male 40+ AB (TV population: 1,888,482 individuals) Market: Jakarta, Surabaya, Medan, Semarang, Bandung, Makassar, Yogyakarta, Palembang, Denpasar, Banjarmasin Date Events Average News Audience March 2 Parliament Plenary Session day 1 33,000 30,000 March 3 Parliament Plenary Session day 2 59,000 30,000 March 4 President s speech 43,000 30,000 March 9 Terrorist shooting 35,000 30,000 Average News Audience in March Parliament Plenary Session The number of news viewers (upper class 40+ male), especially on hardnews and special news programs, rose during the broadcasting of the Parliament Plenary Session on final decision about the Century Bank s bailout case on March 3. When TV news stations broadcast the final opinion of the nine fractions in the Parliament Plenary Session, in which five fractions considered that the bail-out of Century Bank was illegal, news viewing almost doubled compared to the average news audience in March. The amount of news viewers on that day was approximately 59 thousand people. Previous day, during the first day of the plenary session which was chaotic, the news audience on news channels was 10% higher than average or approximately reached 33 thousand people. While the day after, the President's speech responding to the conclusions and recommendations of the House of Representatives related to Century Bank case, also boosted the number of viewers. Although lower than the final result session on March 3, the number of news viewers reached 43 thousand people, which was 43% higher than average. Terrorist shooting The shooting of the alleged bomb-maker, Dulmatin, in an internet café in Pamulang, South Tangerang a week later (March 9) increased news viewing once more. Compared to previous day, the number of news viewers on TV news stations grew 75% to 35 thousand people. During the day, the highest news viewing in the news channels was found between 6 to 8 pm. As many as 74 thousand to 78 thousand people watched news channels which broadcast news on terrorist shooting in Pamulang, terrorist ambush in Aceh, and several other national news, including awards from the Australian government to the President.* Client s Update Get Updated Daily to be Ahead of Your Business with DARRA How is the performance of my new TV programs in reaching the audience yesterday? Was there any new program from my competitors? How many new TV shows they broadcasted yesterday? or What happened to my new brand ad on TV yesterday? Was the advertisement on? How many people have seen it? How about my competitor s new brands, did they also advertise yesterday? Has my new brand been viewed more than my competitor s? DARRA will help you providing the answer immediately after you post a new advertising campaign on TV or a new TV program is being aired. With DARRA, you can get the information faster and in a more convenient way

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); - whether your campaign has been broadcasted according to your planned schedule or not; - the daily GRP achieved (the number of people watched your ad); - your competitors campaign activities (how

6 DARRA for New Program Report DARRA provides All Campaigns, New Daily Ad or New Program information on the web. You can have report on new program, all campaigns or new campaigns only daily. On daily basis, you can track: - your program and your competitors program performance in relation to number of viewers (e.g. TVR, Share, Index, etc.); - whether your campaign has been broadcasted according to your planned schedule or not; - the daily GRP achieved (the number of people watched your ad); - your competitors campaign activities (how heavy is the advertisement, how much budget has been put, what the placement strategy is, what kind of creative broadcast, etc.). DARRA for New Commercial Report Included in the report is the short program and commercial clip of which you can play instantly or download for your further usage. How to subscribe DARRA? DARRA can be tailored according to your needs, whether you need to track new or all products/programs activities at all times or only certain products/programs for certain categories, at certain time period. Just let us know. Once it is set, the power of post TV broadcast information is now at your fingertips and at your convenience time.* 6

7 THE MOST WATCHED BRAND IN MARCH 2010 PRODUCT GRP NO. OF SPOTS TELKOMSEL KARTU AS - SIM CARD 6, CLEAR ANTI KETOMBE - SHAMPOO 3, INDOSAT-M3 - SIM CARD 2, SUNSILK DAMAGED HAIR TREATMENT - HAIR CA 2, ESIA 2, March, All people 5+, Commercial TV, GRP (Gross Rating Points) in %, all commercial products only 7

Data Highlights Children Viewing Increases 17%

Nielsen Newsletter Data Highlights Children Viewing Increases 17% EDITION 18 June 30, 2011 In the last six months, the number of children viewers (5-14 years old) increased 17%, in particular since February.