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RAMADHAN, THE DRIVER OF CHANGE IN CONSUMPTION AND ADVERTISING EXPENDITURE
● Consumption of Religious Content Increased in both TV and Radio
● Tendency of Upgrading Smartphone Device and Vehicle Appeared
Jakarta, 6 June 2018 – Ramadan impacts to change in consumer consumption pattern and brand owner strategy. The number of TV viewers in 11 major cities increases from an average of 5.9 million per day to 7 million per day, dominated by the increase of viewers at Sahur time. TV consumption increases along with the increase in viewing duration, whereby the normal average TV viewing of 4 hours 53 minutes now increases to 5 hours 19 minutes during Ramadan.
Ramadan also raises the tendency to watching TV together with the family as well. There is a 31% increase of co-viewing, for children 5-14 years old who are accompanied by 20 years old and above. The number of broadcasting hours for religious program increases, however series is still the most consumed program during Ramadan.
The increase in consumption not only happens for TV. During Ramadan, consumers who listens to the radio increases 13 percent, while those who surfs the internet and watches cinema increase 9 and 17 percent respectively. What’s quite interesting is the largest increase for radio listeners is found in Jakarta (+10%) and Palembang (+23%), two cities that hosts the 18th Asian Games. In both cities, consumers’ habit in listening to the radio also changes, whereby they listen more using radio tape than mobile phones; while in the previous period, they use mobile phones more than radio tape.
“The change in consumer habits, like the increase in TV viewership, increase of TV co-viewing and the change of mediums used to listen to the radio from personal devices (HP) to collective devices (radio tape), indicates that Ramadan makes people tend to spend more time at home.” said Hellen Katherina, Executive Director of Media Business, Nielsen Indonesia
Based on the average of 11 cities surveyed by Nielsen, during Ramadan the radio listeners who prefer to listen to religious content increases 11 percent. The highest increase was in Yogyakarta (+38%), Jakarta (+31%), Makassar (+27%) and Palembang (+25%).
Accessing the internet has become a lifestyle in the digital age today. According to Nielsen Consumer & Media View, consumers spend 3 hours 17 minutes to access the internet. The highest increase in internet use is after breaking fast time (at 19:00 to 21:59 WIB) by 12%. The most accessed are video, local and international news and online shopping.
Related to the online shopping behavior during Ramadan, consumers buy more food and beverage categories, home furnishings, clothing and products related to traveling before Festive (Hari Raya Eid al-Fitr).
The desire to look different at Hari Raya and Eid al-Fitr’s allowances (THR) encourage consumers to buy new smartphone devices or even upgrade their vehicles. During the month of Ramadan, there is an increase in smartphone ownership by 7%; meanwhile, there is a 4-times increase in the number of consumers who plan to buy a smartphone. On the other hand, car ownership increased 21 percent and the number of consumers who plan to buy cars increases 3.5 times.
The usefulness of some certain products such as mouth fresheners, sweetened condensed milk, tea bags, instant coffee and instant noodles in Ramadan makes these products categories appear in every consumer shopping list.
Meanwhile, Nielsen Advertising Intelligence (Ad Intel) data shows that consumer consumption and behavior patterns change along the month of Ramadan 2018, and it drives advertisers from certain product categories to catch the opportunities by increasing their advertising activities.
Some of the category of products which activities increases rapidly on commercial breaks during the first week of Ramadhan includes Online Services with advertising spending of IDR223 Billion (increases 76% compared to pre-Ramadan period). Other categories that increase are Juice and Syrup with total advertising spending of IDR101 Billion, growing very significntly to 447%. Ready-to-Drink beverage category is also an increasing category with total advertising expenditure of IDR70 Billion and a 110% increase. Building Material category also increases rapidly with total advertising expenditure of IDR66 Billion and a 114% growth.
For In-Program Ads placement, the number of ad impressions from Coffee and Tea category increases by 29%, Communication category increases by 77%, and Textiles & Garments (dominated by Sarong products) increases by 294%. Building Materials category also increases by 294% and Antacida Medicinal Product category increases up to 1563%.
Meanwhile, when it comes to radio ads in the period of Ramadhan 2017, the largest advertising spending came from the Online Services industry of IDR18.8 billion (46% increase compared to the period before Ramadan) and followed by petroleum category products such as vehicle oil and fuel with a high increase of 240%
“The categories that increase are usually those that are related to the habits of Ramadan or Eid al-Fitr, as advertisers’ response to take advantage of opportunities created in the market. Even some categories of products such as syrup or sarong only focus on advertising during the festive period throughout the year. “said Hellen.
ABOUT NIELSEN AD INTEL
Ad spending information is extracted from Ad Intel data monitoring Indonesian advertising activity. In 2017, ad monitoring includes 15 national TV stations, 99 newspapers and 120 magazines and tabloids. Ad spending rate is based on gross rate card, without calculating discount, bonus, promo, package price, etc.
ABOUT NIELSEN CONSUMER AND MEDIA VIEW
The CMV Survey is a Nielsen syndicated survey of + 17,000 of 10 year-old-above people and in 11 cities in Indonesia (Jakarta, Bandung, Jogjakarta, Semarang, Surakarta, Surabaya, Denpasar, Medan, Palembang, Makassar and Banjarmasin). The information includes demographic, psychographic, media usage, and product usage data.
ABOUT NIELSEN RADIO CONSUMER VIEW
The Radio Consumer View Survey is a Nielsen syndicated survey of + 8,400 of 10 year-old-above people in 11 cities in Indonesia (Jakarta, Bandung, Jogjakarta, Semarang, Surakarta, Surabaya, Denpasar, Medan, Palembang, Makassar and Banjarmasin). This survey provides information regarding the habits, preferences and uses of products from radio listeners.
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
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