Political adspend helps major Asian market

01 May 2009

JAKARTA: Indonesia saw a 19% increase in advertising expenditure in the first three months of 2009, with the country's national elections lifting this figure as many advertisers cut back, research from The Nielsen Company reveals.

Based on an analysis of over 260 print titles and 19 TV stations, Nielsen found that Indonesian advertising expenditure reached 10.36 trillion rupiahs ($963m; €729m; £652m) in Q1, but would have increased by just 8% in the absence of the elections.

Some 14% of the overall total, or 1.06 trillion rupiahs, was spent by political and government bodies, with newspapers taking 63% of campaign ads, a figure falling to 36% for TV spots.

Maika Andini, senior manager of media business development at The Nielsen Company, argued that press prospered at the expense of broadcast "because print media offered more space and was lower cost than the more expensive TV stations."

Elections for the Indonesian legislature took place in April, with the presidential ballot is set for July.

Data sourced from The Jakarta Post; additional content by WARC staff