Television Remains the Top Choice for Advertising Producers

Television remains the primary choice for producers to introduce their products to the public. Despite its high cost, advertising on television is considered more targeted than other media. The emergence of social media and online media has not been able to replace television as the main promotional tool for producers. Meanwhile, advertising spending in print media, including newspapers, magazines, and tabloids, has shown a decline.

Nielsen advertising services data shows that television advertising spending in 2016 grew by 22 percent to Rp 103.8 trillion. In contrast, newspaper advertising spending in 2016 fell by 4.6 percent to Rp 29.4 trillion from the previous year. Similarly, advertising spending on magazines and tabloids also decreased by 15.8 percent to Rp 1.6 trillion from the previous year. Total advertising spending on television, newspapers, magazines, and tabloids in 2016 grew by 14 percent to Rp 134.8 trillion. Approximately 77 percent of this was television advertising spending.

Nielsen's advertising spending monitoring covers 15 national television stations, 99 newspapers, and 123 magazines and tabloids. Advertising spending figures are based on gross rate cards, without accounting for discounts, promotions, bonuses, and other similar factors.