JAKARTA (TheInsiderStories) – Total of Indonesia television ads expenditures penetrates to the level of Rp100 trillion (US$6.89 billion), or grew 13.35 percent compared to 2017 amount Rp97.45 trillion, a report says on Friday (01/11).
According to the Television Adstensity monitor (TVC), this gross value statistic based on the recording of 13 national television stations, namely RCTI, SCTV, Indosiar, MNCTV, TransTV, Trans7, Global TV, MetroTV, TVOne, ANTV, KompasTV, Net TV and TVRI.
It said, this growth supported by a factor of solid momentum in Indonesia throughout 2018. For an example, regional head elections in 117 regions, 2018 World Cup Finals in Russia, 2018 Asian Games in Jakarta-Palembang, 2018 Asian Para Games in Jakarta, and the IMF-World Bank Group 2018 Annual Meeting in Bali.
The small growth in the value of TVC spending is also proportional to the number of TVC spots that were broadcast in 2018, which was recorded at 3,429,119 TVC spots compared to 2017. The number of TVC spots in 2018 actually increased by 3.21 percent from the previous year 3,322,418 TVC spots.
But, there are more advertising on online media and social media, which also indicates that there are alternative advertisements on media other than television.
The biggest contribution came from the Personal Care Product Industry with a contribution of 20.31 percent. Pantene is the brand with the largest advertising expenditure on TV at Rp1.31 trillion.
Then, Wardah and Clear that each spent Rp1.08 trillion. In the fourth position is Rexona with Rp 1.04 trillion and fifth position is Indonesia Ministry of Health by spending Rp 1.00 trillion.
Pantene as the brand with the largest amount has market share amounted 1.18 percent of the total TVC spending. Wardah and Clear with 0.98 percent making it second and third top, while Rexona and Health ministry with 0.94 percent and 0.91 percent, respectively.
For Top 10 Industries, brands of Personal Care product industry occupied the first position with TVC expenditures of Rp22.44 trillion. Second is the Refined Food industry with spending amounting to Rp11.69 trillion.
The third position is the Pharmaceutical industry with Rp8.25 trillion. The Dairy industry in fourth place is of Rp7.61 trillion. Meanwhile, for online industry, that is including Marketplace & Applications, in fifth position spending of Rp7.08 trillion.
The Personal Care industry which became the top industry has 725,142 TVC points, followed by Refined Food industry with 349,536 TVC spots. Then, the Pharmaceutical industry with 306,274 TVC points.
So far, the beverage and cigarette industries are ranked sixth and seventh with 5.33percent and 4.86 percent respectively. Then, the Household industry with 5.02 percent is ranked eighth. Meanwhile, Coffee industry is ranked ninth with 3.46 percent. In 10th positions occupied by Unrefined Food industry with 2.93 percent.
Furthermore, the TV stations revenues, ANTV occupied the top position in total media revenue amounted to Rp15.66 trillion (14.18 percent of total TVC). In addition to Global TV which is not far earning Rp13.78 trillion (12,47 percent).
The third position is INDOSIAR with Rp12.90 trillion (11,68 percent) and fourth Kompas TV of Rp 12.78 trillion (11.57 percent). In the fifth position is Metro TV with revenue of Rp12.30 trillion (11.57), and others TV of 11.14 percent.
Meanwhile, the market share of MNC Group (RCTI, Global TV and MNC TV), still controls the television advertising media with 28.26 percent. In the second level by the SCM Group (SCTV and INDOSIAR) with 18.67 percent, and Viva Group (ANTV & TV One) with 15.98 percent in 3th positions, and Trans Corp (Trans TV and Trans 7) with 6.83 percent remains.
The ANTV became the biggest TVC revenue caused by favorite place for brands to advertise on television. Evidenced from the acquisition of TVC spots, ANTV has 369,034 TVC spots beat other 12 national television stations. The second position is Global TV with 340,171 TVC spots. The INDOSIAR ranks third most TVC spots with 330,680 TVC spots in a year. Then, Kompas TV and Metro TV followed with respectively 326,642 and 317,008 TVC spots.
Written by Daniel Deha, Email: email@example.com