Nielsen Newsletter - AGB Nielsen Media Research

Nielsen Newsletter EDITION 4 • April 30, 2010 Data Highlights

Comedy: Watch It, Laugh It, Love It If you think soap opera (sinetron) or reality show are still the typical programs most watched in television, you may now think again. Recently, comedy show nd) has been a new ‘must-watched’ TV show. In April 2010 (until the 22 , a comedy show titles Opera Van Java sits at the top position for the most watched program on television (among all age groups in 10 survey areas). It even beats the regular popular programs like Liga Djarum soccer match, sinetron and reality show.

“Recently, comedy show has been a new ‘must-watched’ TV show.” Broadcasters offer comedy as one of the entertainment program type. During April, the whole entertainment program is broadcast for 877 hours and comedy represents only 9% of it or around 105 hours. In term of broadcast hour, comedy program does not stand out from the crowd. The duration is much lesser than the dominate ones like music program (25% of total airtime), reality show (21%) and also smaller than talk show, variety show and quiz program. It has also lesser program titles broadcast (12 titles) than the same period last year, when 14 comedy program titles were broadcast for 149 hours. However, the average rating gained by comedy program among general audience (aged above 5 years) in this April is bigger (2.5) than last year’s (1.3). Entertainment Broadcast Hour Share, National TV Period: 1-22 April 2010

Talkshow 10%

Talent Traditional Search 1% Light Entert 6% 2% Music 25%

Comedy 9%

Reality Show 21%

Variety Show 10% Game Show 4%

As a result of lesser broadcast hour, the viewing hour for comedy show is also less than other entertainment programs. In total, general audience spends almost 19 hours of their watching time to watch entertainment program. They allocate most of their entertainment watching time to reality show (23%), music (18%) and comedy (15%). This April, they watch comedy for 2 hours 50 minutes, while only 2 hours 6 minutes on the same period last year. Who laughs at comedy show? If show time is lesser than others and consequently viewing time is also lesser than other, then when comedy program become one of the top most watched program during April, it must really mean something. Who are the viewers?

Quiz 12%

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Nielsen Newsletter – Edition 4 | April 30, 2010 Although comedy is a universal show which generally is not limited to certain age group, it is mostly watched by female, aged 10-14 years old from middle to lower socio economic class (whose household monthly routine expenditure is less than Rp 1,750,000). This particular audience spends almost 22 hours to watch entertainment program; three hours longer than general viewers. Their biggest watching time share is allocated to reality show (23%) and music (20%), while only 14% or around 3 hours 6 minutes for comedy. However, it is 38 minutes longer than the same period last year. Along with the increasing duration of watching, Opera Van Java, among the other comedy programs, is succeed in attracting the biggest number of audience from this particular segment (rating 6.8), followed by Studio 1 (4.2) and Sketsa (3.4). However, Studio 1 is more effective in reaching middle lower teen female audience than Opera Van Java. Its rating is 91% higher than general audience (shown by Index, 191), while rating gained by Opera Van Java among this age group is only 14% higher that general audience (Index 114). Top 5 Comedy Program Period: 1-22 April 2010 Target Audience: Female 10-14 CDE (TV Population: 1,906,539 individuals) Market: Jakarta, Surabaya, Medan, Semarang, Bandung, Makassar, Yogyakarta, Palembang, Denpasar, Banjarmasin Share (in %)

Index

6.8

19.5

114

TRANS

4.2

12.2

191

SKETSA

TRANS

3.4

22.3

182

SINDEN GOSIP

TRANS

3.0

9.7

103

PLESETAN MISTERI

TRANS7

2.8

11.1

184

Program

Channel

OPERA VAN JAVA

TRANS7

STUDIO 1

Rating (in %)

Nevertheless, middle lower teen female audience still adore local drama movie or reality show than comedy. The top most watched programs are Aturan Cinta Buat Poppy (7.4), followed by animation movie Upin dan Ipin dan Kawan-Kawan (7.3), and reality show Scary Job (7.1). Opera Van Java is in fourth position. Compared to those programs, Opera Van Java is less effective in reaching this group (its Index is the smallest). But comedy show has already set its own record that it is now able to mingle among the regular program type in the top watched programs. Top 5 Program Period: 1-22 April 2010 Target Audience: Female 10-14 CDE (TV Population: 1,906,539 individuals) Market: Jakarta, Surabaya, Medan, Semarang, Bandung, Makassar, Yogyakarta, Palembang, Denpasar, Banjarmasin Rating (in %)

Share (in %)

Program

Channel

Type

Index

ATURAN CINTA BUAT POPPY

SCTV

Drama Movie

7.4

34.2

297

UPIN & IPIN DAN KAWAN-KAWAN

TPI

Animation Movie

7.3

21.5

178

SCARY JOB

TRANS7

Reality Show

7.1

31.2

255

OPERA VAN JAVA

TRANS7

Comedy

6.8

19.5

114

CEWEK PENJUAL PULSA

SCTV

Drama Movie

6.5

27.1

218

And people laugh like they’ve never laughed before. Will audience keep laughing in the rest of this year?*



Nielsen Newsletter – Edition 4 | April 30, 2010 Data Highlights

TV Ad: To be watched or not? During the last four years (2006-2009), the total duration of television advertisement rises from 15,106 to 17,259 hours in 11 national TV stations, or about 18% of the total broadcast hours. Though experiencing a decline in the total duration of ad in 2007 into 14,129 hours, the total duration of the ad rose again in 2008 with 16,682 hours. Total Ad Duration (in hours), National TV Period: 2006-2009 Commercial product only

17,259 16,682 15,106 14,129

2006

2007

2008

2009

Ad placement along the day As practice in many years before, the TV advertisement are mostly placed in between 6 am to 10 pm with similar allocation to each day parts (morning, noon, afternoon, and evening) despite significant differences in terms of viewer numbers among the day parts. In 2009, the ad duration distribution of 6 am to 10 pm was between 19% and 22%, with the largest share was during prime time (6 to 10 pm), while the allocation at in the evening to midnight was only 13% and in early morning was around 6%. Ad allocation in the morning till afternoon is relatively constant in the last four years, in the range of 19% to 21%. In the meantime, ad allocation in prime time fell in the first three years from 22 to 20%, but again increased to 22% in the year 2009. Conversely, ad allocation in early morning increased from 4% in 2006 to 6% in 2009. Percentage of Ad Duration by Day Part towards Total Ad Duration, National TV Period: 2006-2009 Commercial product only 4

5

6

6

19

20

20

19

02:00 - 05:59

06:00 - 09:59 21

21

21

21

19

19

20

19

22

21

20

22

14

13

13

13

2006

2007

2008

2009


10:00 - 13:59

14:00 - 17:59 18:00 - 21:59

22:00 - 25:59


Nielsen Newsletter – Edition 4 | April 30, 2010 Ad Duration and Rating Declining The percentage of ad duration to overall broadcast time has increased from 16% in 2006 to 18% in 2009. However, a slight decline was found in 2007 (15%) along with the global economic crisis started during mid-year. Ad was cluttered between 6 am to 10 pm and even more cluttered in the past 2 years. The biggest portion was found in 2009 at 10 am to 2 pm and 6 to 10 pm (23%). This number is higher than 2008’s (20%). While in 2006-2007, ad duration in prime time was less than 20%. In the evening to midnight time slot (10 pm to 2 am), ad portion in program in 2009 (17%) was lower than the previous year (18%). Ad duration in early morning also decreased from 2008 into 6%, but higher than 2006-2007. In general, ad duration in 2008-2009 is longer than 2006-2007. During commercial break, it is commonly believed that most probably viewers also switch channels. The longer the break time, the more viewers will go and the smaller the rating achieved. Otherwise, the shorter the break time, the bigger the rating gained. This is true for most of the time as shown in below chart.

5

4

3

2 2009

10

2006 2007 2008

15

2009

2006 2007 2008

2009

2006 2007 2008

2009

2006 2007 2008

2006 2007

20

2009

2006 2007

2008

25

2008 2009

Ad Duration towards Program Broadcast Time (Percentage) and Rating, National TV Period: 2006-2009 Commercial product only

5

1

0

0 02:00 - 05:59

06:00 - 09:59

10:00 - 13:59

14:00 - 17:59

% Ad Duration

18:00 - 21:59

22:00 - 25:59

Gross Rating

The obvious pattern is seen in prime time (6 to 10 pm). While the ad percentage to program was increasing from year to year, the (gross) rating* was decreasing. Still in prime time, with 19% ad, program could gain 2.8 rating points in 2006, while with 23% ad, the rating decreased into 2.4 point in 2009. The declining tendency was also seen in most of other day parts, including in the early morning with the least ad portion (between 5% and 7%). Are the ads that drive our audiences away? May it be good to consider lessening ad duration to avoid ad cluttered? So it will not only be effective for the program to be watched, but also for the ads.** *Gross Rating = Program Rating + Commercial Break Rating



Nielsen Newsletter – Edition 4 | April 30, 2010

AGB Nielsen Media Research Announces Name Change AGB Nielsen Media Research, a world leader in television audience measurement, announces that as part of its on-going alignment with parent The Nielsen Company, all local country operations have been re-branded as Nielsen Audience Measurement or Nielsen Television Audience Measurement in-line with other Nielsen operations in the same territory. Thus, AGB Nielsen Media Research Indonesia changes to Nielsen Audience Measurement Indonesia. The Nielsen Company took 100% ownership of AGB Nielsen Media Research in November 2008. This name change consolidates the groups and strengthens the new corporate identity.*

THE MOST WATCHED BRAND IN APRIL 2010 PRODUCT

GRP

NO. OF SPOTS

EXCELCOMINDO XL - GSM CARD CLEAR ANTI KETOMBE SHAMPOO SUNSILK DAMAGED HAIR TREATMENT - HAIR CA TELKOMSEL - ALL SIM CARD

6,535

4006

3,770

2709

3,366

1866

3,322

2693

3,035

2005

SEDAAP - INSTANT NOODLE

1-28 April, All people 5+, Commercial TV, GRP (Gross Rating Points) in %, all commercial products only

