FOCUS: INDONESIA - Television fuels media inflation

<p>Indonesia's adspend in the first six months of this year soared 75 </p><p>per cent on the back of surging spend in television, according to </p><p>figures from ACNielsen. </p><p><BR><BR> </p><p>Analysts said the steep increase was reflective of the fact that the </p><p>country's economy was back on an even keel. </p><p><BR><BR> </p><p>However, they also noted that the cost of TV advertising space was </p><p>increasing at a double digit rate because of steeper demand from both </p><p>local and multinational advertisers. </p><p><BR><BR> </p><p>Overall, adspend in the first six months of the year totalled Rp3,609 </p><p>billion (about US$417 million). The spend in TV leapt from </p><p>Rp1,434 billion to Rp2,645 billion. </p><p><BR><BR> </p><p>TV's share of the adspend pie, meanwhile, jumped from 70 per cent to 73 </p><p>per cent. Adspend for newspapers and magazines also rose but not as </p><p>markedly. </p><p><BR><BR> </p><p>Media inflation was fueled by the fact that Indonesia has for the first </p><p>time some semblance of political and economic stability compared with </p><p>the late 1990s, the analysts said. </p><p><BR><BR> </p><p>Hair-care products were the biggest-spending category, and, not </p><p>surprisingly, Clear Anti Ketombe Shampoo emerged as the biggest-spending </p><p>brand. </p><p><BR><BR> </p><p>Sunsilk and Head & Shoulders Anti-Dandruff shampoo also figured </p><p>prominently as big spending brands. </p><p><BR><BR> </p><p>Indonesia is expected to post another double digit growth in adspend </p><p>this year. Last year, it rose 40 per cent to US$813 million. </p><p><BR><BR> </p><p>TOP 10 TV PROGRAMMES </p><p> Channel Day of Week Estimate TVR Share </p><p> Viewers % % </p><p> ('000) </p><p>Misteri Gunung Merapi 2 IVM Sun 6,265 24 62 </p><p>Tersanjung IVM Fri 5,893 23 59 </p><p>Kultum (Kuliah 7 Menit) RCTI Fri 5,554 21 59 </p><p>Tersanjung 5 IVM Fri 5,406 21 53 </p><p>6N Ratu Buaya Putih SCTV Tue 5,371 21 49 </p><p>Tersayang SCTV Wed 5,193 20 52 </p><p>6N Nyai Ageng Ratu Pemikat SCTV Tue 5,063 20 48 </p><p>6N Telaga Angker SCTV Tue 4,934 19 53 </p><p>Jinny Oh Jinny RCTI Mon 4,825 19 45 </p><p>Doaku Harapanku 2 RCTI Fri 4,791 18 58 </p><p>Source: ACNielsen - Telescope coverage: Jakarta, Botabek, Surabaya, </p><p>Gerbangkertasila, Bandung, Semarang and Medan. </p><p>TOP 10 MAGAZINES 1999 </p><p> Type City Readership Share % </p><p> ('000) </p><p>Femina Weekly Jakarta 595 2 </p><p>Bobo Weekly Jakarta 531 2 </p><p>Tempo Weekly Jakarta 513 2 </p><p>Kawanku Weekly Jakarta 381 1 </p><p>Gatra Weekly Jakarta 358 1 </p><p>Forum Keadilan Weekly Jakarta 230 1 </p><p>Hai Weekly Jakarta 221 1 </p><p>Mistik Weekly Jakarta 114 g/t1 </p><p>Cempaka Minggu Weekly Semarang 102 g/t1 </p><p>Panji Masyarakat Weekly Jakarta 90 g/t1 </p><p>Source: ACNielsen Media International </p><p>Coverage: Jakarta, Botabek, Surabaya, Gerbangkertasila, Bandung, </p><p>Semarang, Medan, Palembang and Ujung Pandang. </p><p>TOP 10 DAILY NEWSPAPERS 1999 </p><p> City Readership ('000) Share% </p><p>Pos Kota Jakarta 2,633 10 </p><p>Kompas Jakarta 2,270 8 </p><p>Jawa Pos Surabaya 1,674 6 </p><p>Sinar Pagi Jakarta 625 2 </p><p>Suara Pembaruan Jakarta 618 2 </p><p>Media Indonesia Jakarta 557 2 </p><p>Pikiran Rakyat Bandung 550 2 </p><p>Republika Jakarta 519 2 </p><p>Surya Surabaya 477 2 </p><p>Memorandum Surabaya 455 2 </p><p>Source: ACNielsen Media International </p><p>Coverage: Jakarta, Botabek, Surabaya, Gerbangkertasila, Bandung, </p><p>Semarang, Medan, Palembang and Ujung Pandang. </p><p><BR><BR> </p>

by | 09/29/2000