Media measurement in a Megacity

Philip Rich
A.C. Nielsen-SRI, Indonesia
and
Trevor Sharot
A.C. Nielsen-SRG, Singapore

INTRODUCTION

Indonesia is perhaps the 'smallest' big country in the world.

Indonesia is in fact the fourth largest country in the world, ranked by population: 198 million in 1996, behind China (1.2 bn), India (933 m) and the USA (266 m). In population terms, Indonesia is much larger than its perhaps more 'fashionable' neighbours, Thailand (3 times) or Malaysia (nearly 10 times).

TABLE 1: POPULATION AND PER CAPITA GDP OF SELECTED ASIAN COUNTRIES

  Population (M) Urban (%) Per capita GDP (nominal US$)
       
Indonesia 198.0 34 940
Vietnam 75.9 21 250
Philippines 68.9 46 1,130
Thailland 61.2 36 2,680
Malaysia 20.6 47 3,930
Singapore 3.1 100 26,400
Brunei 0.3 67 20,000