ramadan in pandemic period triggers change in media consumption trend and advertisers’ creativity

  • TV Viewers Increased 4-Times More During Ramadan
  • Kids and Teens viewers Increased by 45%
  • Online Services and Syrup categories are the categories with the highest ad spend

Jakarta, 12 Mei 2020 – COVID-19 pandemic has caused changes in consumer behavior, including in terms of media consumption. Since the implementation of Work From Home (WFH) and Large Scale Social Distancing (PSBB), TV viewers increased with an average of 12% higher than the normal period, where viewership in the upper class segment has increased by 14% with the duration of watching TV also increased to 5 hours 46 minutes.

In Ramadhan this year, TV viewing shows a higher trend, triggered by several things, including an increase in the number of viewers reaching 4 times more (+ 372%) from Sahoor time until early morning (02: 00-05: 59). The increase also occurred in all age segments, with the highest (+ 45%) being in the Kids and Teens segment (10-14 years). In 11 cities surveyed by Nielsen, TV viewing also showed an upward trend. The highest increase occurred in Jakarta (+ 29%), Yogyakarta (+ 29%), Palembang (+ 38%), Banjarmasin (+ 20%).

In terms of the program categories, there are changes in patterns that occur during WFH and Ramadan. TV viewers watch more serial and news programs since the WFH period, while during Ramadhan, not only they watch more seriesl, but also entertainment, religious and educational programs.

Advertising spending throughout January-March showed a positive trend. Despite the weakening in April especially for TV and print media, it strengthened again in May 2020 on TV. The behavior shift  and needs of consumers during WFH period also drive some brands to take this opportunity to advertise more. Among them are Telkomsel and Tokopedia who see the increasing need for internet data and online shopping, Nutella taking advantage of the increasing breakfast activities at home, Indomie  that is triggered by the increasing consumer demand for instant food stocks, and Vidio, which, through its advertisements offers in-home entertainment needs that is being seek by consumers.

In terms of product categories, some of the top 10 advertiser categories increase their advertising budget by more than 20% on various media platforms. Online services, Communication, Hair Care, Food / Instant Noodles, Coffee / Tea, Milk for Growth, Vitamins / Supplement choose to increase their advertising budget in TV and digital media. Meanwhile, the Juices category and the Government & Political Organization allocate more advertising budget to digital media.

On the other hand, Ramadan at home without the traditions such as traveling to hometown and family gatherings make several categories that are no longer relevant, seem to reduce ad spending; among them are beauty and fashion, cigarettes and traveling.

“Even though in this Ramadan period consumers do more “stay at home” activities, brands can take advantage of the behavior shifting to keep communicating with their consumers; by of course balancing the brand goals and maintaining creativity to gain consumer trust, as well as to prepare for for the new normal in the future. “said Hellen Katherina, Executive Director, Nielsen Media, Indonesia.

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ABOUT NIELSEN AD INTEL

Ad spending information is taken from Ad Intel data that monitors Indonesian advertising activities. In 2018, ad monitoring includes 15 national TV stations, 98 newspapers and 65 magazines and tabloids and 200 websites. Ad spending figures are based on the gross rate card, without calculating discounts, bonuses, promos, package prices, etc.

ABOUT NIELSEN TAM

Nielsen TAM in Indonesia measured viewings of all national television on more than 8,000 people aged 5 years and over in 11 cities in Indonesia (Jakarta, Bandung, Yogyakarta, Semarang, Surakarta, Surabaya, Denpasar, Medan, Palembang, Makassar and Banjarmasin). The measurement results are stated in rating, share and index values.

About Nielsen

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Contact

Nielsen Company Indonesia

Mila Lubis

miladinne.lubis@nielsen.com

+62 855 108 2304