The document provides media spending data and recommendations for an Indonesian restaurant client. Ad spending in Indonesia has continued growing in recent years across all media. Television sees the highest growth. The summary recommends print magazines and tabloids, digital media, cinema advertising, and radio based on the target audience being professionals and young families in Jakarta aged 20-35. It provides a proposed media schedule and budget allocation for December focused on these channels.

1. MEDIA RECOMMENDATION
FOR RESTO

2. Case Study for

3. Indonesian Media Spends Contribute…
Ad Spends in mio IDR
Source : Nielsen Adquest Millenium, 2013
#1 #2 #9
Ad spending continued to growth with 20% in 2012
and 17% in 2013 YTD compare to 2012 same period.
58,305,546
70,963,103
85,480,652
77,852,856
90,710,837
2010 2011 2012 2012 (Jan-Nov) 2013 (Jan-Nov)
22% 20% 17%
Toiletries
14,8% SOE, with
35,6% growth
compare to 2011
Beverages
12,5% SOE, 24,5%
growth compare to
2011
Services
3.4% SOE, 11%
growth compare
to 2011
All medium increased, TV gain the highest growth
2010 2011 2012 2012 (Jan-Aug) 2013 (Jan-Aug)
TV 37,362,167,038 45,639,766,601 56,752,448,753 51,807,924,883 63,345,123,870
NPP 19,161,343,216 23,366,537,837 26,634,699,432 24,162,050,309 25,631,463,114
MAGZ + TAB 1,782,035,321 1,956,798,965 2,093,503,720 1,882,880,575 1,734,249,868
70%66%
66%
64%
64%
28%31%
31%33%33% With 70% in TV placement 28% in Npp and 2% in
Mgz/Tabloids.
Toiletries in first rank with 14% SOE followed
by Beverages with 12% SOE.

4. In Services-Trans’t-travel-recreation, Hotel-Bar-Restaurant, took the biggest
spend with 60% SOE, followed by Tourism, recreation, a musement-c, travell
with 26% SOE and airlines 17% SOE.
921,102,517
810,434,406
910,431,196
2,603,232,702
1,893,398,612
2,056,868,418
2,755,435,112
2,912,947,937
2,929,820,942
2,321,816,070
3,122,083,491
3,793,550,654
4,902,678,680
6,043,649,318
6,426,739,302
8,226,209,012
9,518,003,472
10,708,620,632
12,623,629,432
952,509,483
986,186,497
1,060,549,384
1,514,037,528
1,871,734,025
2,153,661,781
2,331,732,546
2,582,973,466
2,710,825,076
2,764,121,492
2,927,922,197
3,840,614,513
5,547,280,080
5,858,230,739
6,402,055,004
9,822,870,502
10,832,456,135
12,041,393,093
14,509,683,311
G APPAREL/PERSONAL ACCESSORIES
D BABY & MATERNITY PRODUCTS
L INDUSTRIAL PRODUCTS
R SERVICES - PERSONAL SERVICES
T SERVICES - EDUCATION
Q SERVICES - PROPERTY
J HOUSEHOLD EQUIPMENT & APPLIANCES
N SERVICES - FINANCIAL
U SERVICES - RETAIL
C SMOKING & ACCESSORIES
P SERVICES - TRANS'T, TRAVEL, RECREATION
H HOUSEHOLD PRODUCTS/SUPPLIES
E MEDICINES/PHARMACEUTICALS
K AUTOMOTIVE & ACCESSORIES
M OFFICE EQP'T, COMPUTER, COMMUNICATIONS
V SERVICES - CORPORATE & PUBLIC SERV ADV
A FOOD
B BEVERAGES
F TOILETRIES & COSMETICS
2013 YTD 2012
Source : Nielsen Adquest Millenium, 2013
In IDR. (‘000)
39,280,410
24,113,850
63,914,564
98,742,925
84,653,728
157,460,635
557,075,953
704,624,330
1,392,217,096
25,539,450
31,119,250
42,686,590
88,552,869
106,890,685
166,916,166
568,580,601
696,986,592
1,200,649,994
P9 RECORDING
P7 MUSIC PROMO
P3 FREIGHT FORW',MOVERS,COURIER-S,PARCEL
P1 TRANSPORTATION, SHIPPING
P8 CINEMA PROMO
P6 ENTERTAINMENT,FASHION SHOW,ORGANIZER
P2 AIRLINES
P4 TOURISM,RECREATION,AMUSEMENT-C,TRAVEL
P5 HOTEL, BAR, RESTAURANT, DIS
2013 YTD 2012

5. 80294620
22519232
16780595
28239061
33751386
34431784
96659044
277,455,908
769,942,065
60449164
12400280
16163980
30895796
34857288
40332220
66038075
267808406
671704785
OTHERS
DISCOTHEQUE
PUB
CLUB
RESORT
HALL
CAFE
RESTAURANT
HOTEL
2013 YTD 2012
Source : Nielsen Adquest Millenium, 2013
In IDR. (‘000)
1570520
1621125
1956240
2962900
2512330
1509624
3676725
48600
287160
7307500
1080600
806400
4787750
7254340
6281500
1970100
1982870
2004120
2290200
2410275
2463200
2719764
2770911
2884000
2891700
2894250
3065880
3365175
4162200
4492550
4716140
4996250
5049850
5839825
6065550
PASIR PUTIH RESORT BENGKULU
DAPUR GALUH RESTO BANJARMASIN
FU YUAN SURABAYA
IGA BAKAR MAS GIRI BANDUNG
PEACH GARDEN
BUMBU DESA PONTIANAK
WAROENG PONDOK BAHARI BJM
SEDERHANA LINTAU PALEMBANG
BAKSO MONAS KUPANG
WISATA BAHARI MAKASSAR
PANTAI SEAFOOD SURABAYA
RICE
THE BANDAR MANADO
BISTRO GODIVA BATAM
RUMAH MAKAN MINAHASA BARU MANADO
AYAM BAKAR WONG SOLO BANDUNG
GADENO BATAM
SATE HOUSE SRIWIJAYA SEMARANG
CLUB DELUXE
D'LUX SAMARINDA
2013 YTD 2012
In Hotel-Bar-Restaurant, Hotel took the biggest spend with the number of
56% SOE, followed by Restaurant with the number of 22% SOE (D’lux
Samarinda is dominant)

6. Campaign Seasonality
69,254
64,584 65,169
67,224
69,343
66,224
80,602
72,890
60,410 61,757
48,213
51,462
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Rp.(inMio) MGZ NPP TV
Source : Nielsen Adquest Millenium, 2013
Most dominant Spending is in Newspaper with 64,761,040 average value. It took 94% share of expenditure

7. (000s) Vert% Index
GENDER
MALE 175 35.64 71
FEMALE 317 64.56 130
AGE
10-14 YEARS 20 4.07 38
15-19 YEARS 69 14.05 146
20-24 YEARS 81 16.50 140
25-29 YEARS 109 22.20 200
30-34 YEARS 90 18.33 198
35-39 YEARS 48 9.78 195
40-44 YEARS 39 7.94 137
45-49 YEARS 15 3.05 43
50-54 YEARS 6 1.22 22
55+ YEARS 14 2.85 26
SES
A 3000 & OVER 299 60.9 422
B 2000 – 3000 112 22.81 79
C1 1500 – 2000 54 11 39
C2 1000 – 1500 16 3.26 17
D 700 – 1000 7 1.43 20
E 700 & BELOW 4 0.81 39
Identifying Target Audience
Hobby - Eat at Restaurant
Source: IMS Clear Decision, Pop 50.412.000
MF, 25-39, AB
Primary Target:

8. 102 102
202
146
119
126
150
196
209
103
113
181
141 138 143
182 185 190
0
50
100
150
200
250
0
1000
2000
3000
4000
5000
6000
7000
8000
TV RADIO CINEMA INTERNET SEE STATIC
OUTDOOR
PUBLIC
TRANSPORTATION
NEWSPAPER TABLOID MAGAZINE
Index
Viewer(‘000)
Media
(000s) MF 25-39 AB (000s) MF 25-39 AB JKT INDEX MF 25-39 AB INDEX MF 25-39 AB JKT
Media Penetration
Source: IMS Clear Decision, Pop: 47,123,000

9. Media Selection
• Media Print (Magazine & Tabloid)
• Digital Media
• Cinema
• Radio (based on brief)

10. circulation : 12.500
INFO GADING, circulation : 22.000
INFO SERPONG, circulation : 22.000
INFO GADING SERPONG, circulation : 10.000
INFO TANGCITY, circulation : 10:000
INFO PLUIT KAPUK, circulation: 15.000
circulation : 100.000
circulation : 50.000
Culinary Lifestyle
Sector Community
Media Print
(Magazine & Tabloid)
COVER &
ADVETORIAL
circulation : 20.000
Smart spend in only culinary, lifestyle and sector community type of magazine
Tabloids and magazines are very good for explaining the details of the product and
better image quality than the newspaper

11. Utilizing web network placement,
To gain more website, in many channel
With lowest cost per click/impression
DIGITAL
MEDIA

12. #nihaorestaurant
#nihao
#food
#indonesia
#enak
#lezat
#iphonesia
#android
DIGITAL
MEDIA
Create trending topic, a word of mouth for those whose been to restaurant
Log in to microsite
Upload pictures
Using hastag
Share to social media
Tag as many as friendsWin gadget / cash
& Voucher

13. MF 20-35 Years ABC (Profesional, Keluarga Muda, Umum)
Program Siaran
Acara Utama (Umbrella) : "Elshinta News and Talk",
Setiap hari 24 Jam Nonstop
Sub Acara : "Diskusi Interaktif",
Setiap hari, pkl. 23.00-01.00 WIB
"Komentar Opini dan Solusi (Komisi) Anda",
Setiap hari, pkl. 01.00-05.00 WIB
"BBC Siaran Indonesia",
Setiap hari, pkl. 05.00-06.00, 18.00-18.15 WIB,
dan 20.00-20.30 WIB
RADIO
ADLIBS

14. Cinema
60” Slide Show
CIBUBUR JAKARTA
GADING JAKARTA
ARTHA GADING JAKARTA
LA PIAZZA JAKARTA
LOTTE BINTARO TANGERANG
ALAM SUTRA TANGERANG
BINTARO TANGERANG

15. Summary Media Schedule
SUMMARY MEDIA SCHEDULE
NI HAO (Fine and Dinning Restaurant) - DEC 2013
Des 2013
Media DEC TOTAL GROSS TOTAL NETT %
Print (9 majalah) 940.500.000 752.400.000 75%
Cinema 48.132.500 38.506.000 4%
Digital Media 148.235.294 133.411.765 13%
Radio (2 Radio Network ) 80.300.000 72.270.000 7%
TOTAL COST NETT ( belum termasuk ASF & PPN 10%) 1.217.167.794 996.587.765 100%
ASF 3,5% on NETT 34.880.572
Sub Total 1.031.468.336
PPN 10,0% 103.146.834
Grand Total 1.134.615.170
Budget Allocation for 1 month or based on client brief