News Center >

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

4 minute read | May 2020
  • 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.

Read in Bahasa Indonesia

A message for Journalists and Editors:

  • Nielsen highly recommends journalists and editors to include a brief explanation of Nielsen methodology into the article, whenever referring to Nielsen data as the source of information.
  • To avoid any possible inaccuracy in using Nielsen data as reference, please do not hesitate to contact the above person for clarification.
  • Nielsen has the Right of Reply for any inaccuracy of Nielsen data usage in the article.


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.


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

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. Nielsen is divided into two business units. Nielsen Global Media, the arbiter of truth for media markets, provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. Nielsen Global Connect provides consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and changing marketplace that companies need to innovate and grow. 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.

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


Nielsen Company Indonesia

Mila Lubis

+62 855 108 2304