Meikarta is The Largest Advertising Contributors worth Rp 145 Trillion in 2017
By : Ahmad Fadli And Aldi Firhand. A | Tuesday, February 06 2018 - 21:22 IWST
New City of Meikarta Cikarang
INDUSTRY.co.id - Jakarta - Nielsen Ad Intel data released by Nielsen Indonesia shows, the growth of advertising spending in 2017 increased 8% from the previous year with the value reached Rp145 trillion.
The growth of this value is called more driven by the increase in the price of gross rate advertising in each media. Ad Intel Nielsen data also shows, the advertising spending portion during 2017 is still dominated by the TV media by 80% of total ad spending which grew 12% over the previous year. Meanwhile, the portion of advertising spending in print media shows a downward trend in line with the reduced print media that operate.
For sectors in Quick Out Products (FMCG), all sectors recorded a positive growth in advertising spending. Advertising spending in the personal care category was the largest, reaching Rp24.9 trillion, up 21% over the previous period. Followed by beverages category with total advertising expenditure Rp21, 6 trillion, and the category of food with total advertising spending Rp19, 1 trillion, an increase of 12% compared to 2016.
Meanwhile, several sectors outside of the Non-FMCG products also showed positive trends. The most visible growth is from property sector (62%), telecommunication and digital (30%) with total advertising spending throughout 2017 reaching Rp4.1 trillion and Rp13.3 trillion, respectively.
Throughout 2017, the ranks of the product brands with the highest ad spend also showed positive growth. Meikarta is listed as the highest ad spending brand during 2017 with total advertising spend of more than Rp 1.5 trillion.
In second place, Traveloka with total advertising spending reached Rp1, 2 trillion, an increase of 65%. The third largest advertiser is Indomie with total advertising spending of Rp981.5 billion with 25% growth. While in fourth place is Vivo Smartphone that is active advertisement compared to 2016 with 577% increase to Rp823, 5 billion.
"For the property sector, advertising spending from Meikarta has never been seen before. In addition, the rise of digital business especially e-commerce is still happening, seen from the continuous increase of advertisement activity from e-commerce industry players in conventional media such as TV, "said Nielsen Indonesia Executive Director, Head of Media Business, Hellen Katherina in a press release on Monday (5/2/2018).
Furthermore, Nielsen called the World Cup big event this year will be awaited moment not only for the audience of football but also the business industry. Recalling the previous world cup moments, it turns out the world cup moments are quite influential on the trend of advertising spending.
Nielsen Ad Intel recorded in the 2010 World Cup, overall pushing the total advertising spending is higher than the months outside the implementation of 2010 World Cup impressions. Recorded in June 2010 and July 2010 total advertising spending reached Rp3, 1 trillion, relative higher than in other months throughout 2010.
Meanwhile the 2014 World Cup that took place in Brazil gave a slightly different story as it coincided with the fasting month that influenced TV viewing. Nielsen Ad Intel noted that during the 2014 World Cup moments and also Ramadan, total advertising spending reached more than Rp 7 trillion, a figure not seen in the other months of the year