Page 40 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

SECTION 01
INTRODUCTION
MEDIA SPENDING
DIGITAL WINNING LARGER SLICE OF GROWING MEDIA PIE
Television has always been the media
darling of Indonesian advertisers,
consistently accounting for about 65
percent of total budgets. But it’s digital
media that is enjoying the strongest
growth in this rising market. Digital
media spending is forecast to rise by
39.7 percent in 2015, giving digital 8
percent of the total advertising market
– still well behind the share enjoyed by television and newspapers, but ahead used.
of magazines, radio, outdoor and cinema. Investment in digital has been rising at rates of up to 200 percent a year over the past decade, as internet penetration intensifies and as more people upgrade to smartphones. More than 62 million Indonesian consumers are on Facebook, and local social networking site Kaskus, Twitter and LinkedIn are also widely
While the growth of digital has come, to some extent, at the expense of magazines and outdoor, which
have seen declines in their share of the advertising pie, the amount of investment in all media has still been rising every year, thanks to double- digit growth in the overall ad market. Total media investment is forecast to grow by 13.5 percent in 2015, reaching 31.8 billion Rupiah (US$2.6 billion).
TV 65.5%
Radio 2.4%
Newspapers 17.8%
Magazines 2.9%
Cinema 0.4%
Ad spending by media 2005
% shares of media
1.1% 2%
2015
TV
68.9%
Radio 2.1%
Newspapers 20.6%
Magazines 4.1%
Cinema 1%
Outdoor 2.9%
Internet 0.5%
Outdoor 3%
Internet 8%
fff10.6%
4%
2014
254,000
5%
2015 Estimated
36%
(000s)
2012
249,000
Adult population
59,600
Adult internet users
Internet Penetration Smartphone penetration Tablet penetration
17%
29%
24%
33%
24% 2013
252,000
Adult population
72,700
Adult internet users
29%
Adult population
83,600
256,000
Adult population
Adult internet users
93,400 (000s) Adult internet users
3 HOURS AND 54 MINUTES
Average time spent on social media per day
Source: GroupM
40 BrandZTM Top 50 Most Valuable Indonesian Brands 2015