This material is designed for CWMC Participants at Bandung, Not for commercial just for educational purposes

1. MEDIA RESEARCH

2. AGENDA
• Understanding TV Rating
• Media & Consumers
• Advertising Expenditure Research

3. Understanding TV
RATING
Nielsen’s TV Audience Measurement
Presentation for Workshop

4. The TV industry: dynamic growth
PK TV
Lombok TV
Makassar TV
TV Manado
Gorontalo TV
Sri Junjungan TV
Batam TV
EMU TV
Jogja TV
Jakarta TV
JAKTV
Kendari TV
Palembang TV
Kutai TV
1962 1988 1989 1990 1991 1993 1995 1999 2000 2001 2002 2003 2004
Years (start broadcasting)

5. TAM Coverage Changes &
Growth
Denpasar
Denpasar
(live July)
(live July)
Bandung
Bandung
Gtr. Yogya & Palembang
Gtr. Yogya & Palembang
Medan
Medan Diary panel & Makassar
Semarang
Semarang Makassar
Meter panel
parallel
Gtr. Jakarta
Gtr. Jakarta
Gtr. Surabaya
Gtr. Surabaya
Jakarta
Jakarta
Surabaya
Surabaya
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004
Diary panel
Diary panel Meter panel live

6. The use of TAM
information by industry

7. The flow of Media Research usage
Manufacture/ Advertising “Providers/
Advertisers Agency Media
Suppliers”
•Category Product •Creative •Above the Line •Production Houses
•Brand •Planning (TV,Radio,Print,Internet) •Program Producers
•Media Control •Buying towards convergence •Content Providers
•Below the Line
(Outdoor,Events)
Research
Audience/ Consumer

8. Important things to know about the
Consumer/T arget Audience
• NOT ONLY:
– Demographic
– Psychographic
• MORE IMPORTANT ARE:
– How do they interact with the brand
– E.g. what do they think about the brand, how
& when do they use it, are they using
competitors’ brands?
– What is their relationship with the media?
Basic Knowledge in developing
Communication & media strategy

9. Elements of brand communication
QUANTITATIVE
Knowledge Concepts Brief
QUALITATIVE QUALITATIVE
Creative Post Analysis
Strategy Plan Execution
QUANTITATIVE

10. Putting rating into the right perspective
• Rating is a quantitative measure
• Rating identify quantity of the audience
who watch a program
• Rating does not indicate audience
preference, likes/dislikes towards TV
program/brand/creative
• Rating is one of the elements in post
evaluation, but not all there is
• Many factors may influence rating
figure
• Rating will be different by different
T arget Audience

11. Current Media Research use by the Industry
(comprehensive coverage towards convergence in web deliveries)
Media Type : PRINT AD TV AD TV RADIO
(+Product Data) EXPENDITURE EXPENDITURE
Rolling New TV & Print TV Peoplemeter
Monitoring Monitoring On-line & off line + Diary
Research Method : Media Index
(PC Base) (PC Base) Diary (ad hoc)
Study
Software SESAME, ADQUEST ADQUEST TV Advisor RADIO
Analysis Via : Roy Morgan, Millennium
Ad*Views
Millennium &
TV Pix
Report System ADVISOR
Planning Planning & Planning & Planning Planning
Usage : Evaluation Evaluation
(multi media)
Updated/Release : 4 X a Year Weekly & Weekly Daily & 4 X a year
(Quarterly) Monthly Weekly

12. Data Usage by Industry
• Media Owners (TV Stations):
– How to Reach Audience?
– Which programs attract more audience and which attracts
niche ones?
– How to maximize Ad Revenue from the TV Programs?
• Advertisers:
– Where (which channel/program/time) to put my Ad most
effectively for my Brand?
– Which target audience? When & where to reach them?
– How to maximize the Ad Budget?
– How to compete my competitors’ Ad?
• Advertising Agencies:
– Which medium can be used most effectively (deliver the
objective at an efficient budget)?
– So many medium to choose, so much work, with so little time

13. Information flow in Agency
The use of TV Research Data in a TV Station
for maximum benefit
STARTEGIC & TACTICAL Decision Making Cycle (weekly)
Media Planning
Communication Planning Media Objective
Objective &
Scheduling
Brand & Media Research. Program
Competition (Research) Performance
Nielsen’s Data Input
(audience & advertising)
Weekly or Daily

14. TAM Methodology &
Technology

15. NMRI TAM Panels in Asia Pacific
Over 19,000 Peoplemeter Homes
4000
3600
3454
3500
3000
2876
2500
2000 1800
1645 1550
1520
1500
1000
1000 670 600
470
500
0
CHI INDIA AUS T AI INDO KOR PHIL THAI MAL HK NZ
Australia Regional+Pay-TV Indonesia 6 cities Singapore National
China 11 cities Malaysia Peninsular Malaysia South Korea Seoul, Outer Seoul, Pusan,
Hong Kong National New Zealand National Kwangju, T aegu, T aejun
India 10 cities + 5 States Philippines Mega Manila+3 provinces Taiwan National
Thailand National

16. Populasi v.s. Sample

17. Panel Sizes
GTR GTR MDN BDG SMG MKS PLB DPS GTR YGY TOTAL
JKT SBY
Household
Panel 540 326 115 148 112 100 94 100 110 1,645
Universe* 5,746 1,919 442 601 360 250 260 153 587 10,318
Individu
Panel 2,283 1,364 566 675 468 490 433 411 420 7,110
Universe* 19,823 6,772 1,686 1,887 1,083 939 1,332 517 1,786 35,825
* Universe (‘000)
Average household members : 5 Source : Establishment Survey 2003

18. Examining the Validity of the Sample
A sample will be valid if it satisfies two conditions :
• Accurate (non bias) à stratification exists
all characteristics in a stratum has a proportion
eg: taking only SES A & B in the area that also
has other SES proportion will create bias
• Precision is high (Margin of Error < 5%)

19. Is the Sample Size Precise ?
(Margin of Error < 5%)
Example :
Greater Jakarta, sample size = 544 H/H (2,296 individuals)
Z 2 [ p (1 – p) ] ( 1. 96)
2
[0.5 (1-0.5)]
MoE = =
n2 (544) 2
= 0,18%
Where :
n = the sample size
z = value from the normal distribution tables corresponding to
the desire confidence level (95%);
p = the proportion being estimated; and
MOE = the desired precision or Margin of Error

20. Jumlah Sampel & Standard Error
12%
10%
100
Standard Error
200
8%
400
6% 800
1600
4% 5000
20000
2% 80000
0%
0.05 0.10 0.15 0.20 0.25 0.30 0.35 0.40 0.45 0.50
Probability

21. Sample Size Principle
Sampling Error
Sample Size

22. The Workflow Process ….
The Peoplemeter
& Handset
The Panel
Data collection :
OnLine, & OffLine Module
Establishment Program, Break & Client’s PC :Media Suite
Survey spot Database Analysis Software
Data Delivery :
Advertising Weekly by CD
Monitoring & TV
Production Rate Card

23. The Methodology
The Respondents :
• Household with TV(s) in good working condition
in the surveyed areas
• All household members age 5 and above
The Selection & Coverage :
• “Proportionate Stratified Random” sampling to
select the panel household
• 8 cities (Greater Jakarta, Greater Surabaya,
Medan, Semarang, Bandung, Makassar ,
Yogyakarta, Palembang)
• Future growth of survey coverage will be in line
with industry demand

24. The T echnology
Peoplemeter & Handset
HMI
ACN 6000
Module

25. The Handset
(infra red)
• 10 household members
• 2 helpers
• 1 baby
• guest and new guest
• time
• vacation
• yes
• no

26. The capabilities ...
(ACNielsen System 6000)
• Newest in the Industry, world-class quality
• Able to record up to 999 channel
• Using 3 different system for identification
– Frequency identification
– Picture Matching/Signal Injection
– Audio Video Correlation
• Prepared to receive digital signal

27. What is Ratings

28. ..the Does & Doesn’t ...
DOES DOESN’T
• TAM only produces estimates of • It doesn’t answer why people
viewers who watch TV by watch (reasons)
pressing the button on a minute • It doesn’t measure like & dislike
by minute base in the TV (preference of channels &
household programs)
• Results are purely quantitative • It doesn’t produce qualitative
• It does have the viewers output (of channels & programs)
demographic • It doesn’t measure out of home
• It does recognize the FTA viewing
channels • It doesn’t measure Cable &
• Program is combined at Satellite channels and VCD
processing stage (from the 24 viewing in details (all combined
hours monitoring system of all as viewing ‘others’ than FTA)
FTA channels) • It doesn’t report the TV NETT
• Ad Cost is combined at Advertising
processing stage from each TV
channel Rate Card
• It only reports TV Ad Spend on
GROSS

29. Ratings vs Share
TV Population 10.000
TV Ratings
TV1 20 %
TV 2
1000 TV2 10 %
TV3 10 %
TV 1
2000
Channel Share
TV 3 TV1 50 %
1000 TV2 25 %
TV3 25 %
Viewers: 4.000

30. Ratings & Index…
Index will provide strength/effectiveness towards a specific target audience
TVR Target Audience Station X
TVR All People TVR All people : 0.2
TVR Target Audience : 0.4
Index : 200
= 100 as the base
> 100 more effective
< 100 less effective

31. TAM / Rating Analysis
example

32. Program Trend Performance
Special Highlights : Children Program

33. Animation is dominating Children Programs.
Jan – Dec 2005, All TV Stations, 5-14, 8 cities, All Children Programs, All Times
% Share of Broadcast Time % Time Spent Watching
4.4 Children : Series 4.3
89.8 Children : Animation / Puppet Show 94.8
1.6 Children : Light Entertainment 0.0
1.5 Children : Music / Variety 0.3
0.9 Children : Quiz / Game Show 0.1
1.7 Children : Infotainment 0.6
Source: AGB NMR Television Audience Measurement

34. Significant increases found in broadcast hour and time spent watching for
Children Animation programs.
Jan – Dec 04/05, All TV Stations, 5-14 yrs, 9 Cities, All Children Programs & All Children Animation/Puppet, All Times
Jan - Dec 04 Jan - Dec 05
9000 8,541 + 24%
+ 19% 8,081
8000
7,176
6,922
7000 + 21% + 22% 6,519
5,951
6000 5,700
4,847
5000
4000
3000
2000
1000
0
Programs Duration Time Spent Watching Programs Duration Time Spent Watching
(hours) per person (minutes) (hours) per person (minutes)
ALL CHILDREN PROGRAMS ALL CHILDREN ANIMATION/PUPPET
Source: AGB NMR Television Audience Measurement

35. Significant increases found in broadcast hour and time spent watching for
Children Animation programs.
Jan – Dec 04/05, All TV Stations, 5-14 yrs, 9 Cities, All Children Programs & All Children Animation/Puppet, All Times
Jan - Dec 04 Jan - Dec 05
9000 8,541 + 24%
+ 19% 8,081
8000
7,176
6,922
7000 + 21% + 22% 6,519
5,951
6000 5,700
4,847
5000
4000
3000
2000
1000
0
Programs Duration Time Spent Watching Programs Duration Time Spent Watching
(hours) per person (minutes) (hours) per person (minutes)
ALL CHILDREN PROGRAMS ALL CHILDREN ANIMATION/PUPPET
Source: AGB NMR Television Audience Measurement

36. LATV is able to attract more children viewers by its every day’s
children programs.
Jan – Dec 2005, All TV Stations, 5-14 yrs, 9 Cities, All Children All Times
SHARE BROADCAST TIME SHARE VIEWING
3% 5% TVRI1
4% 9%
7% 2%
RCTI
2%
SCTV 2%
2%
TPI
ANTV 11%
IVM
15%
38% TRANS
JTV 7%
TV7 61%
2%
GTV
7%
LATV 4%
4%
BALI
2% 2% JOGJA
9%
Source: AGB NMR Television Audience Measurement

37. Though Power Rangers & Doraemon still gets the highest rating, LATV every day’s
animation is dominating the Top 10 animation programs.
2005, All TV Stations, 5-14 yrs, 9 Cities, Top 10 Children : Animation / Puppet Programs
No. Program Name (SRpt) Chn TVR SHARE Index
1 POWER RANGERS TIME FORCE IVM 6.8 29.7 203
2 DORAEMON RCTI 6.7 29.4 202
3 WHAT HAPPEN NEXT? LATV 6.5 36 234
4 POWER RANGERS WILD FORCE IVM 6.5 27.3 209
5 CINDERELLA LATV 6.4 27.9 224
6 FAIRYTALE ADVENTURE LATV 6 28.8 240
7 POWER RANGERS NINJA STORM IVM 5.7 25.3 193
8 P-MAN RCTI 5.6 24.4 189
9 EXTREME JOURNEY LATV 5.2 22.4 218
10 SPONGEBOB SQUAREPANTS LATV 5.2 27.5 224
Source: AGB NMR Television Audience Measurement

38. Sa
Sa 19:0
1 0
10
12
0
2
4
6
8
Sa 9:0 -1 9
1 5 :0
Sa 9:1 -1 9 0
0 :0
Sa 19:1 -1 9 5
1 5 :1
Sa 9:2 -1 9 0
0 :1
Sa 19:2 -1 9 5
1 5 :2
Sa 9:3 -1 9 0
1 0 :2
Sa 9:3 -1 9 5
5 :3
Sa 19:4 -1 9 0
1 0 :3
Sa 9:4 -1 9 5
1 5 :4
Sa 9:5 -1 9 0
0 :4
Sa 19:5 -1 9 5
2 5 :5
Sa 0:0 -1 9 0
0 :5
Sa 20:0 -2 0 5
2 5 :0
Sa 0:1 -2 0 0
2 0 :0
Sa 0:1 -2 0 5
5 :1
Sa 20:2 -2 0 0
2 0 :1
Sa 0:2 -2 0 5
2 5 :2
Sa 0:3 -2 0 0
0 :2
Indonesian Idol (Gr. Final)
Sa 20:3 -2 0 5
2 5 :3
Sa 0:4 -2 0 0
0 :3
Sa 20:4 -2 0 5
2 5 :4
Sa 0:5 -2 0 0
AFI 3
2 0 :4
Sa 0:5 -2 0 5
5 :5
Sa 21:0 -2 0 0
2 0 :5
Sa 1:0 -2 1 5
5 :0
Sa 21:1 -2 1 0
2 0 :0
Sa 1:1 -2 1 5
Influence to rating figure:
2 5 :1
Sa 1:2 -2 1 0
0 :1
Sa 21:2 -2 1 5
Strong Opposition programs
2 5 :2
Sa 1:3 -2 1 0
Indonesian Idol vs AFI 3 vs KDI
2 0 :2
Sa 1:3 -2 1 5
5 :3
Nonton Lagi KDI
Sa 21:4 -2 1 0
2 0 :3
Sa 1:4 -2 1 5
5 :4
Sa 21:5 -2 1 0
2 0 :4
Sa 1:5 -2 1 5
2 5 :5
Sa 2:0 -2 1 0
0 :5
Sa 22:0 -2 2 5
22 5-2 :00
:1 2:
0- 05
22
:1
0
Source: Nielsen Peoplemeter Telescope
Sumber : Nielsen Peoplemeter Telescope

39. i
t
g
a
n
R
10
15
20
25
30
35
40
45
0
5
Sun 02:00-02:14
Sun 03:15-03:29
Sun 04:30-04:44
15+
Sun 05:45-05:59
Sun 07:00-07:14
Sun 08:15-08:29
9 cities, All Channels By Target Audience,
Influence to rating figure:
Sun 09:30-09:44
Sun 10:45-10:59
Children (5-9)
Sun 12:00-12:14
Sun 13:15-13:29
Day Part
Sun 14:30-14:44
Female
Sun 15:45-15:59
Sun 17:00-17:14
Male
Sun 18:15-18:29
Sun 19:30-19:44
Sun 20:45-20:59
Sun 22:00-22:14
Sun 23:15-23:29
Sun 24:30-24:44
Sun 25:45-25:59
Different target audience have different viewing pattern
Source: Nielsen Peoplemeter Telescope

40. Optimum Level on TV
(WHH, CDE – Jakarta area)
area)
Maximum Level
Minimum Level Tarps = 4,600
Medium Level R1+ 69%
Tarps = 1,900
100% Tarps = 2.700 R2+ 66%
R1+ 67%
R1+ 68%
R3+ 60%
R3+ 63%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
100
300
500
700
900
1100
1300
1500
1700
1900
2100
2300
2500
2700
2900
3100
3300
3500
3700
3900
4100
4300
4500
4700
4900
5100
5300
5500
5700
Reach 1+ Reach 2+ Reach 3+

41. Influence to rating figure:
Different target audience watch different programs
All People Children Female Male
BAWANG MERAH BAWANG BAWANG MERAH BAWANG BAWANG MERAH BAWANG BAWANG MERAH BAWANG
1 PUTIH(SERI PUTIH(SERI PUTIH(SERI PUTIH(SERI
2 INIKAH RASANYA? BIDADARI 3 INIKAH RASANYA? INIKAH RASANYA?
3 MENUJU PUNCAK SI CECEP DIA BIDADARI 3
KDI (KONTES DANGDUT
4 KDI (KONTES DANGDUT TPI) CINTA SMU MENUJU PUNCAK TPI)
KDI (KONTES DANGDUT
5 BIDADARI 3 DIA TPI) JAKA TINGKIR 2
KONSER MELANGKAH
6 DIA INIKAH RASANYA? BERSAMA MENUJU PUNCAK
7 GENGSI GEDE-GEDEAN MENUJU PUNCAK BIDADARI 3 SI CECEP
8 CINTA SMU GENGSI GEDE-GEDEAN CINTA SMU MISTERI GUNUNG MERAPI 3
KONSER MELANGKAH
9 BERSAMA TANGISAN ANAK TIRI GENGSI GEDE-GEDEAN ANGLING DHARMA
KISAH SEDIH DIHARI
10 TERSANJUNG 6 DORAEMON MINGGU GENGSI GEDE-GEDEAN
Source: Nielsen Peoplemeter Telescope

42. Influence to rating figure:
The longer the prog.duration, the less audience would
stay
Target Audience: 15+ ABC “Involvement”
Date: 23 Aug 2004 (% min per person per program
duration)
Morning News A 90 22 24%
Afternoon News A 33 12 36%
Evening News A 37 15 41%
Program Duration (min) Average viewing (min)
Source: Telescope-TV Consumption

43. Index Analysis or Population
Index is ...
an analysis tool which measures
the effectiveness level of the
specific Target Audience
compared to All People.
Rating Target Audience
Index = -------------------------------- X 100
Rating All People

44. Example of Index Analysis for TV
9 cities, All Channels, 22 – 28 Agustus 2004
All People 20+
Program Name TVR ABC Index
BAWANG MERAH BAWANG
1 PUTIH(SERI 13 11.4 88
2 KDI (KONTES DANGDUT TPI) 9.3 9.7 104
3 INIKAH RASANYA? 10.4 9 87
4 DIA 9.3 8.7 94
5 INDONESIAN IDOL(GRAND FINAL) 7.3 8.6 118
6 JAKA TINGKIR 2 7.5 8.6 115
7 MENUJU PUNCAK 9.4 8.1 86
8 SI YOYO 7.6 8 105
9 BIDADARI 3 9.3 7.8 84
10 KONSER MELANGKAH BERSAMA 8.1 7.4 91
Source: Nielsen Peoplemeter Telescope

45. Can Quantitative Research provide
sufficient picture?
Qualitative Research:
• To measure the quality of the Advertisement
• To know Audience Perception & Expectation
• To “fine-tune” the creative of the Ad
•To assess the image built
•Etc.

46. Consumers and
Media Research

47. Media Index from Nielsen Media Research
National Study from Roy Morgan International

48. Consumers & Media Information
Media Index National Study
Source Nielsen Media Roy Morgan
Research International
Coverage 9 Main Cities with National by snapshot
robust sample sample
Media More reliable with
R&F
Consumers Full of consumers
proffiling
Lifestyle Limited More detail
Segmentatio 9 main Segment 8 main segment
n

49. What is Media Index?
• Carried out since 1976
• Detailed readership information
• Summary data on use of other media
• Detailed demographic and Socio-
Economic information
• Penetration of household durables
• Product usage & purchase
• Lifestyle

50. What is National Research – Roy
Morgan
• Since 2004
• Detailed consumers information
• Summary data on media diary
• Penetration of household durables
• Reason to use Product usage &
purchase
• Lifestyle

51. Media Index Methodology & Coverage
• Personal face-to-face interview
• Respondent: Male and female aged 10+
• T otal respondent: 13.300
• Rolling field-work through out the year
• 4 times reporting
• New software analysis : SESAME

52. Coverage Area of Media Index
• 2006 Coverage
– Jakarta
– Botabek
– Bandung
– Surabaya
– Gerbangkertasila
– Semarang
– Medan
– Makassar
– Greater Yogyakarta
– Palembang

53. Nielsen New Media Index output:
• Provide the most comprehensive analytical
tools for media planning and
understanding of the target audience:
– New Sesame software
– Multi-Media Reach & Frequency
– Segmentation Analysis
• Enhanced product and brand
information
– TGI Global alignment
– Access to data & information for over 50
countries

54. Examples of Media
Index analysis….

55. Media Consumption in urban area
All Peoples, 10 Urban Cities, %
89
44
29
24
19
15
9
TV Radio Newspaper Magazine Tabloid Internet Cinema
Source: Media Index 2003

56. Urban Male read newspaper , use Internet
and visit cinema more often than female
All Peoples, 10 Urban Cities, %
37 39
48 45
50 49 51
Female
Male
63 61
51 52 55
50 49
TV Radio Newspaper Magazine T abloid Internet Cinema
Source: Media Index

57. In Urban : TV and Radio are mass medium while
Internet is still upper-market
upper-
All Peoples, 10 Urban Cities, %
96 49
61 51 39
41
36
95 49
A1
95 52 44 35 A2
47
28 B
C1
94 46 24
42 35 28 C2
23 D
90 43 E
31 26 22 16
16
86 43 22 18 15
9 9
16 13 11 7
69 35 4
10 9 6 4 2
1
TV Radio Newspaper Magazine Tabloid Cinema Internet
Source: Media Index

58. White collar choose…
All White collar, All Cities, in ‘000 readers & %
Index
KOMPAS
301
JAWA POS
239
POS KOTA 173
LAMPU MERAH 144
MEDIA INDONESIA 333
REPUBLIKA 345
KORAN TEMPO 425
PIKIRAN RAKYAT
214
SUARA MERDEKA
270
163
KEDAULATAN RAKYAT
0 200 400 600 800 1000
No of readers Source: Media Index 2003

59. And blue collar choose…
All Blue collar, All Cities, in ‘000 readers & % Index
LAMPU MERAH 138
POS KOTA 88
KOMPAS 66
JAW A POS 76
BERITA KOTA 67
KEDAULATAN RAKYAT 100
MEMORANDUM 123
POS METRO MEDAN 127
PIKIRAN RAKYAT 79
POS METRO 91
0 100 200 300 400 500 600
No of readers Source: Media Index 2003

60. Data - Roy Morgan
An Application

61. Market Structure in X cities
WHH AB
322,475
WHH CDE
1,574,440
6,119,080
Female :3,059,540 Male
WHH CDE wc<5
644,951
Married Not married
62% 38%
1,896,915 1,162,625
Not have child Child < 5 yo Child > 5 yo 82%
18,970 1% 758,766
40% 1,555,470
15% having Children <5 AB
Women AB
AB : 0 8%
113,815 139,992
85%
CDE:18,970
Women having Children <5 CDE 91% CDE
644,951 1,415,477
Source : Roy Morgan 2005, BPS

62. Advertising point
In terms of consumer
Q: Where have you seen or heard any advertising in the last 7 days ?
Meeting point between
advertising and consumers :
0 20 40 60 80 100
Banten % 1. ATL
TV
100
100 1. Though TV has highest
penetration, local TV is very
Street banner
47
51.1
weak (0.1%). Using national
stations would result with too
Radio
25.2 much spill over
24.9 Urban Rural
2. Radio is seen as main medium
Poster
31.3
22.7
here with good spread
45.1
3. Newspaper is shows
Billboard
10.1 credibility.
In store
23.4 2. BTL:
12.6
1. In store, the use of posters,
Newspaper
6.6
17.8 billboards, activities near
pasars warung or toko’s.
Public 8.1
transportation 24.6 2. Public Transportation, street
banners and bus shelters
Bus shelter
10.9
28.3
Magazine
9
4.1
Source: Roy Morgan 2005, Banten & SumUt , WHH CDE

63. Daily activities and media
High Media used by daypart (mon - fri)
Insertion at
radio
Arisan
% 100 Ibu Ibu
90
80
70
60
50
40
TV
30
20 radio
10 npp
0
mgz
Breakfast Mid Lunch time Afternoon
% Dinner After
time morning dinner
Insertion at Event activation
Newspaper
at
pasar/penyuluhan
Source: Roy Morgan 2005, Mum CDE

64. Advertising Expenditure
Source :
Advertising Information

65. The calculation ….
• Based fully on Published Rate Card
• Does not monitor classified ads (iklan baris)
• Does not take into account volume discount &
promotions
• Monitors 198 print titles (126 magazines &
tabloids, 72 newspapers)
• Monitors 14 TV stations
• Measures only
– spots by Ad duration cost (TV)
– insertions by Ad size cost (Print)

66. Advertising Analysis helps to...
Identify & track advertising activity of
competitor
• How much they spend?
• Where they advertise?
• When they launch new brands/copyline?
• When they usually spend heavily?

67. Examples of Adex
Analysis

68. TV Adex increased highest
In billion Rupiah, All Media, Jan-Mar 2004, by published rate card only
59% 4,807
65%
3,331
3,019
2,061
57%
1,255
797
36%
162 221
TV NPP MGZ Total
Jan-Mar 2003 Jan Mar 2004
Source: Adquest, Exclude Non-Commercial Ad
Non-Commercial

69. T op 10 Category in Q1
In billion Rupiah, All Media, Jan-Mar 2003/2004
F1 HAIR CARE PRODUCTS 145
300
V2 GOVERNMENT, POLITIC 22
ORGANIZATION 243
H1 LAUNDRY CLEANSER & 126
CARE, FABRIC SOFT' 224
M5 COMMUNICATION 116
EQUIPMENT, SERVICES 219
C1 CLOVE CIGARETTES
131
215
V1 CORPORATE ADS, SOCIAL 90
SERVICES 179
F3 FACIAL CLEANSER LOTION 46
168
K4 MOTORCYCLES, 100
SCOOTERS, BIKES 153
S1 MEDIA, AD AGENCY , 108
PRODUCTION HOUSE 152
Jan-Mar2003
83
K2 PRIV A TE VEHICLES
138 Jan-Mar 2004
Source: Adquest, Exclude Non-Commercial Ad

70. High increase in 2005, All Players optimist to established Multivitamin Brand for Kids.
Especially in 2H 2005 has fascinating adspend growth.
128%
82% Key Players :
78,442
130,855 • Becombion
• Biolysin
• Cerebrofort
41%
• Cerebrovit Plus
33%
• Curcuma Plus
87% 71,667
• Fitkom
53,878 • Hufalysin
52,414
• Inzana
37,259
28,881 • Kiddi Pharmaton
• Vidoran
• Scott’s
2002 2003 2004 2005 1H2004 2H2004 1H2005 2H2005
ADSPEND - MULTIVITAMIN
Advertising Expenditure Trend
( 2002 – 2005YTD )

71. TV as Main Medium for their vehicle and most of the brand campaign at 2H 2005
YoY 82%
Key Players :
• Becombion
• Biolysin
• Cerebrofot
HoH 128% • Cerebrovit
• Curcuma Plus
120,804.0 • Fitkom
HoH 41% • Hufalysin
72,899.0 • Inzana
47,905.0 • Kiddi Pharmaton
34,294.0 • Vidoran
29,485.0
• Scott’s
2005 1H2004 1H 2005 2H 2004 2H 2005
TV Print MGZ
Advertising Expenditure Trend
( 2002 – 2005YTD )

72. Leading Brand Advertised Cerebrofort Plus & Gold, Biolysin Smart,
Cerebrovit Active & Scot Emulsion
60000
50000 Biolysin
Smart
Fitkom
40000
Cerebrofort
Gold
30000
Cerebrovit
Active
20000 Hufalysin
Scot
Emulsion
10000
Cerebrofort
Plus DHA
0
1H 2004 1 H 2005 2 h 2004 2 H 2005

73. Cerebrofort Plus leads GRP achievement supported by broaden national TV coverage
Becombion Plus is far below competition