Newsletter April-Eng.pub - Nielsen Television Audience Measurement

NEWSLETTER
8th Edition, April 2007
This Edition:
Data Highlight
Data Highlight
It’s Prime Time! It’s Sinetron Time! Or Is It?
1
When Local Channels
Compete in Local Battle
Field
3
Client’s Update
A Simple Simulation in
Campaign Plan
4
Arianna Customer Experience Survey
5
Arianna Training Schedule
on Thursday, 09.30-12.00
Date
5-Apr
Subject
VB
Level
Beginner
12-Apr
PE
Beginner
19-Apr
VB
Beginner
26-Apr
PE
Beginner
Please contact our Client Service team for you participation.
We’re on the Web!
www.agbnielsen.co.id
It’s Prime Time! It’s Sinetron Time!
Or Is It?
TV program ranked by rating often posiSinetron is without question, the
tion sinetrons on the top list. Then, what’s
most important program for many TV staleft if we take out sinetrons?
tions and prime time is full of them.
Based on the same period of audiSome channels even still compete until
ence measurement, excluding sinetron
midnight with sinetrons. With various siand FTV, evidently music is being the
netron programs, viewers have many
most watched program. Generally, enterchoices. If they don’t like one story, then
tainment program has the biggest share
they can choose another. They can
on broadcast hour. This program includes
switch easily between two or more sinemusic, traditional entertainment, variety
trons at a time. Until now, apparently sishow, reality
netrons are still
show, light enthe most watched
tertainment,
program among
comedy, quiz,
other programs.
and game show.
Based on broadWith 2134
cast hour in
broadcast
March (March 1hours/month
24, 2007), even
(22% of total
though its share
program broadof broadcast hour
cast hour) for
is only 10%
entertainment
(about 925 hours/
program, viewmonth) of total
ers only spend
broadcast hour,
10 hours/month
sinetron’s audi(13% of time
ence share is the
spent watching).
biggest, which is
Among the en24%
tertainment
(approximately 19
Entertainment’s broadcast hour percentage - Period March 1-24, 2007
genre, music prohours/month/viewer)
gram gets the bigamong other progest number of audience. According to its
grams. It is one to 18 hours longer than
broadcast hour, the percentage of music
the time that viewers spend to watch
is 47% among other entertainment proother programs.
grams. The time spent watching music is
With the highest potential audience
also the longest among others, which is 4
and the tightest competition among sinetrons during prime time, undoubtedly top
hours 25 minutes/month.
NEWSLETTER
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8t h Ed it i o n, Ap r il 2007
NEWSLETTER
Data Highlight
March 1-24, 2007, all people, all cities, exclude sinetron and FTV
In this period, band collaboration of Ungu and Nidji
in Duet Superband Ungu-Nidji (RCTI) is the most
watched music program. Meanwhile, KDI (Kontes
Dangdut TPI) 4 has started to win viewer’s attention
since last December. Its variant, Gerbang, has also
been gliding up to the top list of the most watched program. Not to mention Perjalanan Cinta Sang Raja and
Radja di Raja (TPI) which are also the most watched
programs.
Besides music program, another program which
has also caught viewer’s attention is special world boxing championship, Fight Back WBA Weather Fight, between our famous Chris John and Jose Rojas from
Venezuela. An incident which involves national airline
also attracted quite a number of viewers. That special
news coverage is Garuda Terbakar (TRANS). Mean-
while international soccer program, Liga Italia Serie A:
Inter Milan vs Milan (Indosiar) is another sport program
that is selected by viewers.
Among the top program, we can also see the most
favorite talk show program hosted by Tukul Arwana, Empat Mata (TRANS7). It is followed by variety show Extravaganza (TRANS), which started a few years ago, but
is still waited by viewers up to now.
Indeed, television is a magic box which serves various entertainment and information to the viewers. Nevertheless, rather than information, the entertain role of television is still the most important to the viewers in this
country, at least. That is why without sinetron, entertainment program, especially music program either pop or
dangdut, gets the most viewers.*
TV TELEBUS SURVEY
Provide Quick Answers to:
What is it?
TV Telebus Surveys is a syndicated study
providing information about audience opinion in a quick and relatively low cost manner as clients share the setup and fieldwork cost. It avoids all the hassles of financing and organizing a full market research study.
How does it work?
Numbers of telephone interviews are conducted on a regular basis. Respondents are
aged 10 and above randomly recruited, in
home among all Socio - Economic Status
Group.
NEWSLETTER
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•
•
•
Questions of audience habit/preference
Understand audience reason for choosing a
program
Know the opinion/perception about certain program genres
Area Coverage:
Fieldwork is conducted in ten urban cities of Indonesia : Greater Jakarta, Bandung, Medan, Semarang,
Greater Surabaya, Makassar, Greater Yogyakarta,
Palembang, Denpasar, and Banjarmasin
For further information, please contact: Ardiansyah (193), Christina
(228), Hellen (193)
NEWSLETTER
8th Edition, April 2007
Data Highlight
When Local
Channels Compete
in Local
Battle Field
Since
early 2000, local TV stations with local
program content have brought some interesting changes
onto the Indonesian broadcast industry. After more than 10
years being dominated by some national private TV stations
and a public TV stations, viewers now have alternative programs to be watched on local TVs. Particularly in Jakarta and
Bandung, there are eight TV stations which operate locally.
Based on AGB Nielsen Media Research audience measurement, those channels are O-Channel, Jak TV, Space Toon,
and Cahaya Banten TV in Jakarta, and Bandung TV, Space
Toon, STV, City Channel, and Padjajaran TV in Bandung.
Similar to national TVs station’s viewing pattern which
tends to peak on prime time, the peak of potential audience
in Bandung is at 11 AM and between 5 PM to 10 PM. With
high potential audience on prime time, local TVs in Bandung
have the opportunity to compete with national TVs in stealing audience. Meanwhile, viewing pattern on local TVs in Jakarta tend to be flat with no meaningful additional viewers
throughout the day. From the viewing pattern, it seems that
Bandung’s local TVs have become viewer’s choice among
national TVs. On the contrary, the competition in Jakarta is
still dominated by national TVs.
Based on audience share, local TVs in Bandung have
stolen quite a big share. However this is into the case with
local TVs in Jakarta. In a very competitive situation among
national TVs, many local TVs have tried to take part in un-
Top program on local channels, Jakarta, March 1-24, 2007, all people
NEWSLETTER
Local channel share in Jakarta and Bandung, March 1-24, 2007, all people
usual niche. If national TVs compete tightly with sinetrons,
local TVs try to provide alternative programs by serving
non-sinetron programs. These programs could be imported
programs, but many of them are local programs which
contain traditional and local culture.
Top rated programs apart from sinetrons in Jakarta
are imported programs, such as documentary, movie, children animation, or sport journal. Meanwhile in Bandung,
the most watched programs are local programs. In March,
local sport journal, Persib on Bandung TV is the most
watched program among Bandung viewers. Although the
most watched programs in Bandung are quite various,
mostly are local Bandung content.
Local TVs have their own unique selling proposition to
win over the audience. The above table shows that Jakarta’s viewers tend to enjoy watching imported movies,
while Bandung’s viewers tend to watch local program related to Bandung. Nevertheless, the choice is on viewers’
hand as channel surfing is as easy as moving your finger to
the next button on the remote control. It will be interesting
to see on what is to come for these local stations.*
Top program on local channels, Bandung, March 1-24, 2007, all people
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P aEgW
N
e S4L E T T E R
8th Edition, April 2007
Client’s Update
A Simple Simulation in Campaign Plan
Simulation is a module that allows users to simulate campaigns by applying modifications on a previously aired advertising
campaign. It enables users to add (could be from other brands) or to delete spots from the campaign that they have ran. The
performance simulation of the resulting virtual campaign will be useful in order to optimize future campaigns and advertising
expenditure.
This analysis will help users in analyzing previous advertising campaign and use it as a reference for the next campaign.
For example, a new snack product, let’s say Snack X, is making a planning on its campaign. In order to get better result on its
future campaign, Snack X could simulate its campaign by referring to other brand — for example, its main competitor, Snack
Y — former campaign. The next table shows campaign performance simulation of Snack Y on three TV stations in a week period.
Snack Y Campaign
By the simulation numbers, user can appraisal the advertising expenditure and the result
that might be achieved from the future campaign.
This competitor’s campaign simulation enables Snack
X to create benchmarks in a different manner. For
example, to achieve 200 GRP (Gross Rating Point)
only, instead of buying 94 spots (642,6 million),
Snack X should buy 84 spots (553,8 million). In turn,
it will also save its expenses up to 88,8 million.
Snack X campaign will then be watched
1,07 times instead of 1,11 times if it is advertised for
94 spots. In cumulative, the percentage will be
46,83% which represents the percentage of persons
who will be exposed minimum once by the advertisement. By advertising for 84 spots, the cumulative
reach is lower than if it advertised for 94 spots
(48,52%). But if Snack X wants to get bigger cumu-
Based on all people 15+, in all dayparts
lative reach, it has to add its spots. It also means more expenditure. In turn, the campaign depends on its campaign objective,
whether GRP or reach.
Instead of referring to one competitor, Snack X could also refer to two or more competitors. By combining two or more
competitors, Snack X might get much better result. The table below is another example which adds two other competitors.
Snack W, Snack Y, and Snack Z Combination Campaign
Based on all people 15+, in all dayparts
By combining three
products campaign, Snack X will
achieve 200 GRP with 77 spots
(588,6 million) only on its future
campaign. Based on this combination campaign, with fewer
numbers of spot and more expenses, its cumulative reach is
higher.
Then again, which
simulation will be chosen for its
future campaign depends on
Snack X’s strategy and objective. With the same number of
GRP (200 for instance) to be
reached, Snack X can prefer a
campaign with bigger number of
spots, lower cost, and lower
reach percentage or a campaign
with smaller number of spots, higher cost, and higher reach percentage.*
NEWSLETTER
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NEWSLETTER
8th Edition, April 2007
Client’s Update
Arianna Customer
Experience Survey
As you are aware every time Arianna is installed or upgraded you will be asked if you would like to take part in the
“Customer Experience Survey”. Because the “Customer Experience Survey” provides us with very valuable feedback
information on Arianna usage statistics, we would be very
happy to have your participation in this on going survey.
Once collected the information will be fully analysed to provide us better statistics on Arianna usage. No personal information is collected and you do not need to do anything other
than click the participate (accept) button on install or upgrade.
The survey can also be turned on and off at any time
through the help drop down menu in the main framework.
Again for the continual improvement of Arianna, we encourage you to participate. Thank you.
NEWSLETTER
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