radio habit in 9 big cities - ayo menulis fisip uajy ... · pdf fileradio habit in 9 big...
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April 13, 2006 2
Radio is definitely for youth
8780 81
62
7481
10-19 YRS 20-29 YRS 30-39 YRS 40+ YRS Male 10+ YRS Female 10+YRS
Sumber: Radio Audience Measurement 2005 wave 3
All people in 9 cities, in%
April 13, 2006 3
Within a week, radio reaches 84% each of Surabaya and Palembang population
63
84
6965
7769
84
6772
82
JKT BDG SBY SMG MDN MKS YOG PLB DPS Ave Sumber: Radio Audience Measurement 2005 wave 3
All people in 9 cities, in%
April 13, 2006 4
20-29 years old group listens longer
2:37
3:17
2:362:55
2:38
3:07
10-19 YRS 20-29 YRS 30-39 YRS 40+ YRS Male 10+ YRS Female 10+YRS
Sumber: Radio Audience Measurement 2005 wave 3
All people in 9 cities, in hr:minute
April 13, 2006 5
2.46 2.47 2.412.24
2.53 2.472.32
2.5
3.16 3.25
JKT BDG SBY SMG MDN MKS YOG PLB DPS Ave Sumber: Radio Audience Measurement 2005 wave 3
Bandung & Denpasar people listen to radio the longest (in hr:mn)All people in 9 cities, in hr:minute
April 13, 2006 6
57%66% 68%
62%69%
57%71%
62%56%
6%
7% 6%7%
5%
6%
6%10%
5%
11%
10% 6% 13%9%
17%
5% 12%
13%
25%17% 20% 18% 17% 20% 18% 16%
26%
JKT BDG SBY SMG MDN MKS YOG DPS PLB
Other
Car
Work
Home
Sumber: Radio Audience Measurement 2005 wave 3
Yogya people more ‘homey’ listeners …while Makasar like on wheels…
All people in 9 cities, in%
April 13, 2006 7
Radio Listeners Profile in Greater JakartaPeople aged 10+, all day part, all place of listening, in %
GENDER AGE SES
52%
48%
Female
Male
12%
6%8%
9%
10%
12%
16%
15%
11% 10-14 yrs
15-19 yrs
20-24 yrs
25-29 yrs
30-34 yrs
35-39 yrs
40-44 yrs
45-49 yrs
50+ yrs6%
14%
20%
26%
19%
7%7%
SES A1
SES A2
SES B
SES C1
SES C2
SES D
SES E
Source : NMR Radio Survey Wave III 2005
April 13, 2006 8
People aged 10+, all day part, all place of listening, in %
Education Occupation
2%2%
26%
21%
31%
18% Below Elementary
Elementary Finished
Secondary School
High School
Academy
University 13%
20%
20%
8%
33%
6%White Collar
Blue Collar
Entrepreneur
Housewives
Students
Others
Radio Listeners Profile in Greater Jakarta
Source : NMR Radio Survey Wave III 2005
April 13, 2006 9
Top 10 Radio in Greater JakartaPeople aged 10+, all day part, all place of listening
RADIO CUME (‘000)
Source : NMR Radio Survey Wave III 2005
1,311SONORA101,525RKM91,580SPFM81,700MEGASWARA71,715MERSI61,934ELSHINTA52,114RIA42,154I-RADIO32,312ELGANGA24,225BENS1
April 13, 2006 10
People aged 10+, all day part, all place of listening
MALE FEMALE
RADIO CUME (‘000) RADIO CUME (‘000)
Top 10 Radio in Greater Jakarta by Gender
698SONORA10
714RKM9
831MEGASWARA8
897SPFM7
992MERSI6
1,043I-RADIO5
1,104RIA4
1,135ELSHINTA3
1,218ELGANGA2
2,199BENS1
613SONORA10
683SPFM9
723MERSI8
799ELSHINTA7
812RKM6
868MEGASWARA5
1,010RIA4
1,094ELGANGA3
1,111I-RADIO2
2,025BENS1
Source : NMR Radio Survey Wave III 2005
April 13, 2006 11
People aged 10+, all day part, all place of listening
SES A1 SES A2
RADIO CUME (‘000) RADIO CUME (‘000)
Top 10 Radio in Greater Jakarta by SES
81SPFM10
97HRFM9
141CAMAJAYA8
156RKM7
182MUSTANG6
190PRAMBORS5
208TRAX FM4
212SONORA3
284ELSHINTA2
297I-RADIO1
103PRAMBORS10
118SONORA9
119MERSI8
123ALAIKASLM7
127TRAX FM6
140ELGANGA5
150RKM4
198I-RADIO3
217BENS2
218ELSHINTA1
Source : NMR Radio Survey Wave III 2005
April 13, 2006 12
Radio has ‘earlier’ prime time than TV
0
2000
4000
6000
8000
10000
12000
14000
16000
0500-0515
0615-0630
0730-0745
0845-0900
1000-1015
1115-1130
1230-1245
1345-1400
1500-1515
1615-1630
1730-1745
1845-1900
2000-2015
2115-2130
2230-2245
2345-2400
0
100
200
300
400
500
600
700
800TV Weekday
TV Weekend
Radio Week Day
Radio Week End
Source: Radio Audience Measurement 2005 wave 2
April 13, 2006 13
People aged 10+, all day part, all place of listening, ave (‘000) ¼ hour
Listening Pattern in Greater Jakarta
0
700
1400
2100
2800
3500
0500
-051
5
0545
-060
0
0630
-064
5
0715
-073
0
0800
-081
5
0845
-090
0
0930
-094
5
1015
-103
0
1100
-111
5
1145
-120
0
1230
-124
5
1315
-133
0
1400
-141
5
1445
-150
0
1530
-154
5
1615
-163
0
1700
-171
5
1745
-180
0
1830
-184
5
1915
-193
0
2000
-201
5
2045
-210
0
2130
-214
5
2215
-223
0
2300
-231
5
2345
-240
0
Time (1/4 hour)
Weekday Weekend
Source : NMR Radio Survey Wave III 2005
April 13, 2006 14
People aged 10+, all day part, all place of listening, ave (‘000) ¼ hour
TARP Chart of Top 30 Radios (Weekday)
0
100
200
0500-0È15 0630-0645 0800-0815 0930-0945 1100-1115 1230-1245 1400-1415 1530-1545 1700-1715 1830-1845 2000-2015 2130-2145 2300-2315
Time (1/4 hour)
I-RADIO ELSHINTA SPFM RKM SONORA PRAMBORS
CAMAJAYA TRAX FM MUSTANG HRFM
Source : NMR Radio Survey Wave III 2005
April 13, 2006 16
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?
April 13, 2006 17
Coverage• Monitored advertisement in 209 print (128 magazine/tabloid and 81
newspaper), number of media monitored will be updated 2 times a year.
• Monitored advertisement in 15 TV stations (11 national TV stations and 4 local ones)
• Does not monitor classified ad (iklan baris)
• Include Published Rate Card information
• Include estimate discount and promotion calculation
• Include information of advertisement volume, value and advertisement trend
April 13, 2006 18
Advertising Expenditure increased H1 2004 vs H1 2005All Media, Jan-Jun 2004/2005, in Rp. 000.000, Gross Rate Card
H1 2004 H1 2005 IncreaseTV 7,254 8,256 14%NEWSPAPERS 2,725 3,021 11%MAGAZINES 501 550 10%Total 10,481 11,827 13%
Source: Advertising Information Services
No. of print monitored by Nielsen Media Research :
• Year 2004 : 136 mag & tab and 72 npp
• Year 2005 : 128 mag & tab and 81 npp
April 13, 2006 19
Advertising expenditure in Newspaper is upward increasing
389435
503
610
359
456516
381485
529552
532
Jan Feb Mar Apr May Jun
2004 2005
NEWSPAPER, Jan-Jun 2004/2005, in Rp. 000.000, Gross Rate Card
15%14%17%-2%14%8%Source: Advertising Information Services
April 13, 2006 20
Communication Equipment spent most
107
116
153
156
170
176
183
185
243
266
97
115
151
107
157
140
167
153
174
223
FORMAL EDUCATION
HOTEL, BAR, RESTAURANT, DISCO, CINEMA
CORPORATE ADS, SOCIAL SERVICES
REAL ESTATE, HOUSING, APARTMENT, FLAT
PRIVATE VEHICLES
MEDIA SELF PROMOTION
BANKING,FINANCIAL INSTITUTION,LEASING
MEDIA, AD AGENCY, PRODUCTION HOUSE
MOTORCYCLES, SCOOTERS, BIKES
COMMUNICATION EQUIPMENT, SERVICES
2004
2005
19%
39%
21%
9%
26%
8%
45%
1%
1%
11%
NEWSPAPER, Jan-Jun 2004/2005, in Rp. 000.000, Gross Rate Card
Source: Advertising Information Services
April 13, 2006 21
Candidate for Local Government Spent Advertising in certain number
19
22
23
24
27
27
31
32
35
52
16
25
16
0
24
14
18
20
16
57
SUZUKI SMASH - MOTORCYCLE
YAMAHA - ALL MOTORCYCLES
HONDA ASTREA SUPRA - MOTORCYCLE
CALON PEMERINTAH DAERAH
PARTYLINE
SUZUKI - ALL MOTORCYCLES
NOKIA - GSM HANDPHONE
SONY ERICSSON - GSM HANDPHONE
HONDA - ALL MOTORCYCLES
TABIB (PARANORMAL)
2004
2005
NEWSPAPER, Jan-Jun 2004/2005, in Rp. 000.000, Gross Rate Card
18%
-11%
46%
N/A
15%
96%
72%
61%
115%
-9%
Source: Advertising Information Services
April 13, 2006 22
Candidate for Local Government Spent Advertising in certain number
SONY ERICSSON
GRAMEDIA
BANK MANDIRI
INDOSAT
NOKIA
TELKOMSEL
YAMAHA
HONDA
JAWA POS GROUP
SUZUKI
2004
2005
NEWSPAPER, Jan-Jun 2004/2005, in Rp. 000.000, Gross Rate Card
Source: Advertising Information Services60%
-6%
-50%
19%
70%
24%
20%
44%
46%
53%