Indonesia adspend spikes

Indonesia is experiencing a surge in adspend on the back of specialist sports events, according to a report from The Nielsen Company.

A 23% rise in adspend saw the Indonesian market post $6.7bn overall, which represents a rise of $1.3bn. Nielsen is attributing the growth, which represents the largest increase since 2006, to a large number of major sporting events over the last year including the FIFA World Cup and AFF Suzuki Cup.

Traditional media has provided the most popular channel for advertisers with TV leading the way after accounting for more than 60% of all adspend after growing by 26%. Newspapers (+19%) and magazines (+10%) followed in second and third receiving 34% and 3% of overall spend, respectively.

The telecoms sector represented the biggest spender on advertising with seven of the top 10 spenders across all media from the sector following a 43% increase in spend.

Overall viewing time across TV also increased with Indonesian viewers averaging four hours and 22 minutes each day, five minutes more than in 2009. Sports programming was the biggest benefactor with average viewing time over the year per household growing by nine hours from 33 to 42, compared with 2009. Soap Operas suffered by comparison with overall viewing time declining from 204 hours to 139 hours.

Irawati Pratignyo, managing director, audience measurement, Nielsen Indonesia said: “The end of the year saw a number of events that boosted TV viewing. Natural disasters in Mentawai and Merapi occurred in October and November, President Obama visited Indonesia in November and of course, the live broadcast of the AFF Suzuki Cup at the end of the year all drew in more viewers.”

http://www.mandmglobal.com/news/10-02-11/indonesia-adspend-spikes.aspx