Hellen Katherina, executive director of media business at Nielsen Indonesia, speaking during a presentation in Jakarta on June 6. (Photo courtesy of Nielsen Indonesia)

More Leisure Time Sees Rise in Advertising Spending During Ramadan


JUNE 13, 2018

Jakarta. Advertising spending in Indonesia was 7 percent higher during Ramadan this year compared with the corresponding period last year, Nielsen Advertising Information Services said in a report released last week.

Meanwhile, the total number of people watching TV increased 18.6 percent to 7 million per day in the 11 biggest cities in the country between May 16 and May 21, compared with 5.9 million per day before Ramadan, or the period between April 1 and April 7.


The data was obtained from surveys carried out in Jakarta, Bandung (West Java), Yogyakarta, Semarang and Solo (Central Java), Surabaya (East Java), Denpasar (Bali), Medan (North Sumatra), Palembang (South Sumatra), Makassar (South Sulawesi) and Banjarmasin (South Kalimantan).

The average person watched TV for five hours and 19 minutes per day during Ramadan, compared with four hours and 53 minutes during other times.

"These trends indicate that during Ramadan, people have a tendency to spend more time at home," said Hellen Katerina, executive director for media business at Nielsen Indonesia.

The government and some private companies reduced their office hours during the fasting month, allowing workers to go home one hour earlier than usual.

According to the Nielsen report, advertisers responded to this by increasing their spending on TV adverts.

Advertising spending on online goods and services increased 76 percent to Rp 223 billion ($15.9 million), compared with the period before Ramadan. This was mainly driven by ads for clothing, food and beverages, household items and travel.

Advertising spending on coffee and tea products increased 54 percent from Rp 119 billion, while ad spending on juice and syrup products increased the most at 447 percent from Rp 101 billion. Ad spending on ready-to-drink products increased 110 percent to Rp 70 billion and 114 percent to Rp 66 billion for building materials.

Nielsen said consumers spent an average of three hours and 17 minutes surfing the web and shopping online during Ramadan, which was 12 percent more than in the period before the fasting month.

The company surveyed 15 national TV channels, 99 newspapers, 102 magazines and tabloids, and 104 radio stations.

To measure the size of TV audiences, Nielsen surveyed 2,418 households in 11 major cities with a combined population of 48.4 million.