JAKARTA, 6 June (JDN.id) – Global information and measurement company Nielsen released a comprehensive report on how media consuming trend has changed in Indonesia during Muslim’s fasting month of Ramadan.
In its ‘Unboxing Ramadhan’ report, Nielsen said media habit, consumption of Indonesian consumers as well as advertisers’ response have changed significantly during Ramadan.
The report was powered by various Nielsen’s information and measurement tools.
Hellen Katherina, Executive Director of Media Business at Nielsen Indonesia presented the report to journalists in Jakarta on Wednesday.
Her presentation highlighted some findings, including the fact that people are more into TV especially at Suhoor, or the pre-dawn meal before undertaking fasting. The presentation also says family time at home is increased by watching TV together.
As expected, in the holy month for Muslims, religious content arise, but TV series is still the king. Nielsen said the number of TV viewers in 11 big cities surveyed jumped to 7 million per day from 5.9 million before Ramadan. The peak hours are during Suhoor, which is between 3 am and 4 am. Nielsen’s report also said that the average TV viewing time rose to 5 hours 19 minutes from 4 hours 53 minutes.
“The change in habit, like the increase of TV viewers, the higher TV co-viewing activities between adults and children and the change of the medium used to access information […] suggest that during Ramadhan people tend to spend more time at home,” Hellen Katherina of Nielsen Indonesia said.
The report also says there is an increase in the use of other media, including the radio, the Internet, and the cinema during Ramadan.
In relation to radio consumption, the report says cities that will host Asian Games 2018, Jakarta and Palembang, get the most incremental listeners. People are also seeking religious contents in the radio.
Online Shopping on the Rise
Nielsen said that Internet usage peaks after breaking fast, with features that saw the most increase is video content, and local or international news.
During the fasting month, consumers also appear to be indulging themselves by engaging in online shopping with buying foods, replacing old household appliances, buying clothes for Eid Al Fitr and “Mudik” (going to hometown) arrangements on the main list.
What did consumers buy and how did advertisers react?
Niesen also utilised its Advertising Intellegence (Ad Intel) to review Indonesian consumers’ consumption pattern during the Muslim’s holy month. It said the Ad Intel data showed that advertisers from specific categories found momentum to increase their ad spending in the media.
Divided based on the broadcast time, Nielsen said its Ad Intel data showed online services have enlarged their ad spending by 76 percent to Rp 223 billion during the first week of Ramadan. They spend their money on commercial breaks.
Other advertisers that increase their spending is from the category of juice and syrup products, with total ad spending recorded at Rp 101 billion (Up by 447 percent). Ready-to-drink products also saw their spending up by 110 percent to Rp 70 billion. As many people seek to improve the look of their house, building material advertisers ramped up their spending by 114 percent to Rp 66 billion.
There is also a sharp rise on in-program ads from the coffee and tea category. Telecommunication products, textile and garment, antacids also saw higher ad spending.
Nielsen said other products seeing increasing demand is instant noodle, due to preparation for breaking fast, which may also serve as the ‘life saver’ for people who have late Suhoor. For programs run during Suhoor, advertisers like to push antacids, or textile (sarong) ads. There is also an interesting finding that shows petroleum products increased their ad spending on radio, which Nielsen speculates “to get the Mudik vibes.”
Nielsen’s report also highlighted that as workers and employees receive their religious festivity allowance, known locally as THR, they are encouraged to buy new smart phones, or even upgrading their four-wheel vehicles.
Nielsen’s ‘Unboxing Ramadhan’ report was powered by various Nielsen’s information and measurement tools. They are:NIELSEN AD INTEL
Information of ad spending was taken from Ad Intel that monitors advertising activities in Indonesia. Last year, the Ad Intel service managed to monitor ads in 15 national television stations, 99 newspapers, and 120 magazines and tabloids. The figure that Ad Intel extracted was based on the gross rate card, which means it exclude discounts, bonus, promotional or bundling packages.NIELSEN CONSUMER AND MEDIA VIEW
The CMV Survey is a syndicated survey conducted by Nielsen towards more than 17,000 people with age 10 years above. The survey was taken in 11 major cities in Indonesia (Jakarta, Bandung, Jogjakarta, Semarang, Surakarta, Surabaya, Denpasar, Medan, Palembang, Makassar and Banjarmasin). Information extracted from this survey including demography, psychography, media usage to product usage.
NIELSEN RADIO CONSUMER VIEW
Radio Consumer View is also a syndicated survey towards more than 8,400 people with age of 10 years above also at the same 11 cities. The survey offers information about habit, preference of activities, use of products from radio listeners.
NIELSEN TV AUDIENCE MEASUREMENT
TV audience information was taken from monitoring activities over all national television stations that was taken from a review of more than 8,000 people with age of 5 years above. The data was extracted from ‘People Meter’ devices plugged in their home television. The survey was also taken in the 11 same cities.