Basic terminology

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Basic terminology

  1. 1. MEDIA RESEARCH
  2. 2. AGENDA • Understanding TV Rating • Media & Consumers • Advertising Expenditure Research
  3. 3. Understanding TV RATING Nielsen’s TV Audience Measurement Presentation for Workshop
  4. 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. 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. 6. The use of TAM information by industry
  7. 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. 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. 9. Elements of brand communication QUANTITATIVE Knowledge Concepts Brief QUALITATIVE QUALITATIVE Creative Post Analysis Strategy Plan Execution QUANTITATIVE
  10. 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. 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. 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. 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. 14. TAM Methodology & Technology
  15. 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. 16. Populasi v.s. Sample
  17. 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. 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. 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. 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. 21. Sample Size Principle Sampling Error Sample Size
  22. 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. 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. 24. The T echnology Peoplemeter & Handset HMI ACN 6000 Module
  25. 25. The Handset (infra red) • 10 household members • 2 helpers • 1 baby • guest and new guest • time • vacation • yes • no
  26. 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. 27. What is Ratings
  28. 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. 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. 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. 31. TAM / Rating Analysis example
  32. 32. Program Trend Performance Special Highlights : Children Program
  33. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 46. Consumers and Media Research
  47. 47. Media Index from Nielsen Media Research National Study from Roy Morgan International
  48. 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. 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. 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. 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. 52. Coverage Area of Media Index • 2006 Coverage – Jakarta – Botabek – Bandung – Surabaya – Gerbangkertasila – Semarang – Medan – Makassar – Greater Yogyakarta – Palembang
  53. 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. 54. Examples of Media Index analysis….
  55. 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. 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. 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. 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. 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. 60. Data - Roy Morgan An Application
  61. 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. 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. 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. 64. Advertising Expenditure Source : Advertising Information
  65. 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. 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. 67. Examples of Adex Analysis
  68. 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. 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. 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. 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. 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. 73. Cerebrofort Plus leads GRP achievement supported by broaden national TV coverage Becombion Plus is far below competition

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