Television Advertising Spending for the 2010-2014 World Cup Broadcasts

During the 2010 World Cup broadcast, television advertising spending reached Rp 695 billion with 10,541 ad spots. This major global football event, broadcast by two television stations, boosted advertising spending to Rp 3.1 trillion in June and July 2010, compared to Rp 2.7 trillion the previous month.

However, advertising spending for the 2014 World Cup, also broadcast by the same two stations, dropped to only Rp 316 billion with 4,279 ad spots. Despite this, the event increased national television advertising spending to Rp 7.2 trillion in June and Rp 7.9 trillion in July 2014, compared to the usual Rp 5.1-6.8 trillion.

Hellen Khaterina, Executive Director of Nielsen Indonesia, explained that World Cup broadcasts increase national television advertising spending and attract approximately 70% of television viewers. Higher advertising spending during the 2010 World Cup was due to matches airing during prime time, unlike the 2014 World Cup matches, which were broadcast in the early morning hours. The 2018 World Cup in Russia will have only a four-hour time difference with Indonesia, falling within prime time. "Therefore, the pattern will be similar to 2010," said Hellen.