Total Food Ads In February 2010 All Channels

CHAPTER IV
DATA ANALYSIS
This chapter describes the result of the analysis that begins with general
analysis of total ads in all station television. And it is followed by analysis of
each station consist of:
1. Time analysis that consist of day and hour
2. Program rating analysis
3. Advertising rate analysis
4. Program category analysis
5. The analysis of relationship between the food product advertising trends
that occur at this time with television station’s segments
6. Analysis of food product advertiser in implementing media strategy
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Figure 4.1 Total Ads in February 2010
Total number of food ads in February 2010 for 10 television stations is 42.146.
The average number of food ads per day is 1505 ads, and 62 ads/hour. Based
on the chart in figure 4.1, Indosiar has the greatest number of ads by 6643
advertisements, followed by Global TV (6499 ads), Trans7 (5930 ads), RCTI
(4917 ads), TransTV (4124 ads), SCTV (3885 ads), TPI (3671 ads), ANTV (3414
ads), TVONE (1992 ads) and Metro TV (1071 ads).
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Figure 4.2 Total Ads in February 2010 (In Percent)
The total number of food ads in February 2010, in all television stations, in the
form of percentage can be seen from Figure 4.2. Indosiar was superior with
16%, followed Global TV (15%), Trans7 (14%), RCTI (12%), TransTV (10%),
SCTV and TPI (9%), ANTV (8%), TVONE (5%) and Metro TV (2%).
4.1 Relationship Between Time and Total Ads Number
4.1.1 Relationship Between Day and Total Ads Number
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Figure 4.3 Ads in February 2010 Based on Day of Week
From figure 4.3, it is shown that the highest number of Ads contained at the end
of the week, which is on Sunday (7758 ads) and Saturday (6315 ads). This shows
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the ad number very different between weekends and workday. On workday
the number of ads is about 5000 advertisements only, but on weekend almost
reached the number of 8000. Next, this research will analyzed more detail about
ads based on day of Week per television station.
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Figure 4.4 Total Food Ads in February 2010 All Channels
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Figure 4.5 Food Product Ads on ANTV based on Day of Week in February 2010
Figure 4.6 Food Product Ads on Global TV Based on Day of Week in February 2010
Figure 4.7 Food Product Ads on Indosiar Based on Day of Week in February 2010
Figure 4.8 Food Product Ads on MetroTV Based on Day of Week in February 2010
Figure 4.9 Food Product Ads on RCTI Based on Day of Week in February 2010
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Figure 4.10 Food Product Ads on SCTV Based on Day of Week in February 2010
Figure 4.11 Food Product Ads on TPI Based on Day of Week in February 2010
Figure 4.12 Food Product Ads on Trans 7 Based on Day of Week in February 2010
Figure 4.13 Food Product Ads on TV One Based on Day of Week in February 2010
Figure 4.14 Food Product Ads on Trans TV Based on Day of Week in February 2010
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Based on figure 4.4 until 4.14 above, it can be seen that most television station
has the greatest number of food ads on the weekend (Global TV, Indosiar,
Metro TV, RCTI, SCTV, TPI and Trans TV). Meanwhile, the highest number of
Trans 7, TV One and ANTV are on workday.
In Global TV the number of ads will increase at the end of the week (seen in
figure 4.6), starting from Friday until Sunday. From figure 4.6 also can be
calculated that the average number of ads in weekend is 1219 and 812.2 on
workday. This is show that Global TV’s advertisers prefer to make
advertisement on weekend than workday. The programs Global TV have on
Saturday and Sunday is almost same, like Amel Cemal Cemil, Ayahku Hebat,
Dora The Explorer, Naruto, Spongebob Squarepants, Berita Global, Rossy, and
Genie. This program shows all the circumstances that closely match the
segmentation of Global TV who has a target audience of young families.
Figure 4.8 shows that the amounts of advertising in Indosiar are fluctuating
each day and grow rapidly in Sunday. From this figure also already clearly
visible that the average number of ads on weekend in is more compared with
the number of ads on workday. This finding represent that Indosiar’s
advertisers prefer to make advertisement on weekend than workday. The
programs Indosiar have on weekend include Fokus Siang, Happy Song, Take
Me Out Indonesia, Bunga Untuk Andre, Bike to Nature, Cewek Penakluk and
Kids ‘n Song. All these programs describe Indosiar target viewer is female
above 30 years old and mission to popularized soap opera, themed love and
family, and reality shows that involve the audience emotionally.
As can be seen in Figure 4.7, the growths of advertising amount in Metro TV
tend to grow slowly on the first three-day (Monday until Wednesday) of the
workday and start to grow on the fourth day and grow rapidly on Sunday.
Programs Metro TV has on Sunday are 12 Pas, Democrazy, Headline News, Just
Alvin, Kick Andy, Mario Teguh Golden Ways, and Super Nany. All of these
programs very precise with Metro TV objective to bring values in
entertainment, news, current affairs, business and sports.
Based on chart in figure 4.9, the amount of advertising in RCTI has a very
significance difference between workday and weekend. Sunday is very
dominating with the total amount of 1159, nearly reached twice the weekday’s
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amount. Figure 4.9 also define the average number of ads in weekend is 979.5
and 591.6 ads only on workday. The programs RCTI has on Sunday are
Dahsyat, Doraemon, Kejora dan Bintang, Silet, Safa dan Marwah, Crayon
Sinchan, and Rapor Idola Cilik 3. These programs describe RCTI vision for
serving a wide range of entertainment programs, information and are packed
with interesting news.
It can be seen from figure 4.10 that the amount of ads in SCTV tends to increase
from the beginning (Monday) to the end of the week (Saturday), but decreased
slightly on Sunday. Figure 4.10 define the average number of ads in weekend is
647 and 518.2 ads on workday. Programs SCTV has on weekend are Inbox,
Cinta Fitri Season 5, Cinta Juga Kuya, Status Selebritis, Was Was, Uya Emang
Kuya, and Bayu Cinta Luna. These programs describe SCTV target first viewer
that is female above 30 years old.
From figure 4.11, it can be derived that the advertising’s amount on workday
(Monday until Friday) in TPI tends to stable (about 400 – 500 ads). TPI has a
large amount of ads on Saturday (607 ads) and Sunday (645 ads). The programs
TPI has on Saturday and Sunday are Dangdut, Santapan Nusantara, Kera Sakti,
Cerita, Lintas Pagi, Upin & Ipin dan Kawan-Kawan, Kisah Fantasi and Tom &
Jerry. All these programs describe TPI objectives to emphasizes polite programs
that can be enjoyed by the whole family, also TPI as a pioneer of television
music show (dangdut music).
Based on figure 4.12, it can be derived that the advertising’s amount on
workday (Monday until Friday) in Trans TV tends to stable (about 400 – 600
ads). This number will explode at the end of the week, Saturday (749 ads) and
Sunday (717 ads). Figure 4.12 also can define the average number of ads in
weekend is 733 and 531.6 ads on workday. Based on that calculation seen that
the average number of ads on weekend is more compared with the number of
ads on workday. the programs Trans TV has on weekend are Ala Chef,
Celebrity o Vacation, Griya Unik, Insert, Jika Aku menjadi, Termehek Mehek,
The Promotor , The Coffee Bean Show, and Harmoni. These programs describe
Trans TV target viewer that is housewife, professional and staff above 25 years
old.
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Moreover, it can be seen in Figure 4.5, 4.12 and 4.13 show that ANTV, Trans 7
and TV One has higher number of ads on workday than on weekend. It may be
cause of several reasons.
The programs ANTV has on workday are Espresso, Klik!, Super Family, Tawa
Sutra, Topik Petang, Topik Siang, Anak Pemberani, OMG Oh My God, and
Super Candy Kids. These programs describe ANTV, in line with their
segmentation, as a family entertainment television channel presents a variety of
courses to all circles of society, ranging from kids, teens to adult.
Trans 7 committed to present in the form of information and entertainment
shows. Trans 7 has segmented their programs to housewife, professional, staff
and student. The programs Trans 7 has on workday are Bukan Empat Mata, IGosip, Opera Van Java, Si Bolang Bocah Petualang, OKB, Inspirasi Dorce,
Laptop Si Unyil and Dunia Kartun.
TV One inspires Indonesian society aged 15 years above in order to think ahead
and make improvements for themselves and surrounding community through
its News and Sports. The programs TV One has on workday, like Apa Kabar
Indonesia, Kabar Kabar Petang, Kabar Siang, Kabar Terkini, Breaking News,
and Opinni Obrolan Penting Hari Ini, describe TV One viewer segmentation.
4.1.2 Relationship Between Hour and Total Ads Number
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Figure 4.15 shows that food category ads are advertised 24 hours. The highest
number of advertising all day is at 18:00 until 19:00. And the lowest amount of
ads contained at dawn. Below will be explained in more detail about the food
category ads based on daypart per television station.
Figure 4.16 Food Product Ads on ANTV Based on Dayparts in February 2010
Figure 4.17 Food Product Ads on Global TV Based on Dayparts in February 2010
Figure 4.18 Food Product Ads on Indosiar Based on Dayparts in February 2010
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Figure 4.19 Food Product Ads on Metro TV Based on Dayparts in February 2010
Figure 4.20 Food Product Ads on RCTI Based on Dayparts in February 2010
Figure 4.21 Food Product Ads on SCTV Based on Dayparts in February 2010
Figure 4.22 Food Product Ads on TPI Based on Dayparts in February 2010
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Figure 4.23 Food Product Ads on Trans 7 Based on Dayparts in February 2010
Figure 4.24 Food Product Ads on Trans TV Based on Dayparts in February 2010
Figure 4.25 Food Product Ads on TV One Based on Dayparts in February 2010
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Based on figure 4.15 until figure 4.25 it can be concluded that time with the
highest number of ads is different in every television station. ANTV, Global TV,
Indosiar and Trans 7 have the highest number of ads in the morning, TPI has
the highest number of ads in the afternoon, and in Metro TV, RCTI, SCTV,
Trans TV and TV One can be found in the night.
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4.1.2.1 ANTV
It can be seen from figure 4.16 that ANTV has the highest amount of food ads in
the morning, approximately about 06:00 until 08:00. The amount of ads tended
to decrease starting at 21:00. The minimum number of ads all day in ANTV is at
15:00 until 17:00. At 06:00 until 08.00 ANTV have some of programs for children
segmentation, such as Looney Tunes, Popaye and Son, Pororo the Little
Penguin and The Adventure of Little Carp. All these programs have
successfully brought ANTV reach the best performance.
4.1.2.2 Global TV
From figure 4.17, it is shown that Global TV has the highest number of food ads
in the morning, at 05:00 until 05:59 o'clock (922 ads). After that the number of
ads still tend be high until around 9:00. The lowest number of ads in Global TV
is around 13.00 to 14.00 o’clock (83 ads only). The programs Global TV have at
05:00 until 05:59 such as, Chalkzone, Dora The Explorer, Spongebob
Squarepants, Tak an The Power of Juju and The Backyardigans. All these
programs have successfully brought Global TV reach the best performance.
4.1.2.3 Indosiar
Figure 4.18 show that the number of ads in Indosiar tends to be high in the
morning starting at 8:00, with the highest peak there at 10:00 o'clock to 11:00
o'clock (693 ads). This amount tends to decrease starting at 17:00 and onwards.
The programs that have bought Indosiar to the best performance throughout
the day mostly are programs from drama series category such as, Legenda
Pangeran Ruhby, Tragedi Cinta, Trixa dan Piring Terbang, Cadas Pangeran dan
Lutung Sakti.
4.1.2.4 Trans 7
Figure 4.23 show that at around 05:00 to 05:59 Trans TV has the highest number
of ads. The difference is significant of the amount of another hour, with total of
1069 ads (two times or more than the number of ads at other hours). At 05:00
until 05:59 Trans 7 have some of programs for children segmentation, such as
Jalan Sesama, Buah Buahan, Dunia Kartun and GG Bond. All these programs
have successfully brought Trans 7 reach the best performance.
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4.1.2.5 TPI
Based on figure 4.22 shown that the maximum amounts of ads in TPI located at
several points. In the morning, the highest amount of ads found at 08:00 to 08:59
o’clock, by 327 ads. In the afternoon there is top of ads amount of the day at
12:00 to 12:59 (353 ads). And at night the number of ads is most at around 18:00
until around 19:59. At 12:00 until 12:59 TPI have some of programs, and most of
them is series drama such as 7 Bidadari, 1001 Cerita,, Suami Istri Tukang Tipu,
Supirku Kekasih Hatiku dan Kera Sakti. All these programs have successfully
brought TPI reach the best performance.
4.1.2.6 Metro TV
Figure 4.19 shows that the number of ads in Metro TV is high in the evening,
starting at 19:00 until around 21:59 (about 110 ads). This amount is far higher
than average number of ads throughout the day in this station. The lowest
number of ads occurred at 8:00 until 9:00 o’clock in the morning.
The highest number of ads time in Metro TV is at 19:00 until 19:59. The
programs that have bought Metro TV to the best performance throughout the
day mostly are programs from news category such as, headline news, mario
teguh golden ways, metro files and suara anda.
4.1.2.7 RCTI
From figure 4.20 it is shown that RCTI has high number of ads in the morning,
starting at 07:00 until 08:59 o'clock. The total advertising then reached the
highest amount at 18:00 o'clock to 18:59 o'clock. This amount later dropped, and
a high back on 20.00 o’clock. The lowest amount of ads in RCTI throughout the
day is at 12:00 until 13:00 o’clock.
At 18:00 until 18:59 RCTI have some of programs, such as Bedah Rumah, Kejora
dan Bintang, dan Mengintip Surga. All these programs have successfully
brought RCTI reach the best performance.
4.1.2.8 SCTV
Figure 4.21 show that SCTV has the highest number of ads at night between the
hours of 21:00 to 21:59. This amount began to decrease drastically after 22:00
o'clock. SCTV has the lowest the number of ads throughout the day at 12:00
until 13:00 o’clock. At the best performance (21:00-21:59), SCTV have some
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drama series programs, there are Cinta Fitri season 5 and Kesetiaan Cinta. All
these programs have successfully brought SCTV reach the best performance.
4.1.2.9 Trans TV
It can be seen from figure 4.24 that advertise on Trans TV began much starting
at 6:00 and tends to rise until around 09:00. The maximum number of ads in
Trans TV is at night, starting at 18:00 until 19:59. The minimum number of ads
throughout the day in this station is at 9:00 to 10:00, with only 86 ads. At 18:00
until 19:59 Trans TV have some of programs such as, Angels’s Diary, Jika Aku
Menjadi, Termehek Mehek, Gong Show, Sinden Gosip, Suami-Suami Takut
Istri, The Happy Family, The Promotor and several series drama programs. All
these programs have successfully brought Trans TV reach the best performance.
4.1.2.10 TV One
Figure 4.25 shows that the highest number of ads on TV One approximately at
18:00 until 20:59 o’clock (about 171 ads per hour). The programs TV One have at
18:00 until 20:59 are Kabar Petang, Pesan Dari Selatan, Bang One Show, Kado
Untuk Indonesia, Ekspedisi Mamberamo, Debat, Breaking News, Tatap Muka,
Apa Kabar Indonesia Malam, Kabar Terkini, Janji Wakil Rakyat, Fakta & Data,
Titik Rawan and Tanpa Tanda Jasa.
4.2 Relationship Between Program TV Rating and Total Ads Number
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Figure 4.26 shows the relationship between program TV Rating (x) and the total
number of ad (y) in all television stations. The higher rating actually means
better because this show bigger number of viewer. Based on that figure, it can
be seen food product advertiser choose low rating of program. Next, this
research will be viewed more detail about the number of ads based on the
rating in each television station.
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From the figure 4.27 until 4.36 it can be seen that, in average, there are more ads
in the lower rating programs. Figure 4.27 shows that the higher rating of ANTV
program, the fewer the number of existing ad. Programs with rating 0-1 have
2234 ads, while programs with rating 1-2 only have 719 ads. This situation
continued until the highest rating of ANTV programs. This situation is also
occurring in Global TV and Indosiar.
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Table 4.1 shows the correlations between total number of ads and program
towards television rating in ANTV. From this table can be seen that advertiser
tend to invest their money in the low rating program, since the rating column is
inversely proportional to the total number of ads divided by total number of
program column. This situation occur in ANTV is very similar with Indosiar
and Metro TV.
Moreover, the condition is still ongoing in RCTI, TPI, Trans 7, Trans TV, TV
One and SCTV. Figure 4.30, 4.31, 4.32, 4.33, 4.34 and 4.35 shows that the higher
rating of a television program, the fewer the number of existing ad. This
situation continued until the highest rating these television programs.
It can be seen at table 4.5, 4.6, 4.7 4.8, 4.9 and 4.10 the correlations between total
number of ads and program towards television rating in these television
station. The table shows that advertiser tend to invest their money in the low
rating program, since can be seen that the rating column is inversely
proportional to the total number of ads divided by total number of program
column.
However, different from other television station, from table 4.2 it is shown that
Global TV’s advertiser tend to invest their money in the high rating program,
since can be seen that the rating column is directly proportional to the total
number of ads divided by total number of program column. The higher rating
programs have more ads than the lower.
Looking back on the figure 4.27, it was show that higher rating of a television
program, the fewer the number of existing ads. This condition will only apply
when the number of programs on that rating is not on the account. In
conclusion, Global TV’s advertisers invest a lot of their money in high rating
programs.
)#! !
4.3 Relationship Between Advertising Rate and Total Ads Number
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Figure 4.37 Ads in February 2010 Based on Advertising Rate
Figure 4.37 show that the advertising rate in all television stations is starting
from under Rp.4000.000 until Rp.60.000.000. The highest number of advertising
rate in all television station is in range Rp.4000.000 – Rp12.000.000 by 18.077
total ads. This number means, 42,89% of advertiser chooses lower rate. Below is
detail analysis of ads based on advertising rate per television station.
Figure 4.38 Food Ads on ANTV Based on Advertising Rate in February 2010
Figure 4.39 Food Ads on Global TV Based on Advertising Rate in February 2010
!
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Figure 4.40 Food Ads on Indosiar Based on Advertising Rate in February 2010i
Figure 4.41 Food Ads on Metro TV Based on Advertising Rate in February 2010
Figure 4.42 Food Ads on RCTI Based on Advertising Rate in February 2010
Figure 4.43 Food Ads on SCTV Based on Advertising Rate in February 2010
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
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Figure 4.44 Food Ads on TPI Based on Advertising Rate in February 2010
Figure 4.45 Food Ads on Trans TV Based on Advertising Rate in February 2010
Figure 4.46 Food Ads on Trans 7 Based on Advertising Rate in February 2010
Figure 4.47 Food Ads on TV One Based on Advertising Rate in February 2010
!
)&!
4.3.1 ANTV
Based on figure 4.38 seen that the highest number of ads in ANTV is in range
rate Rp.4000.000-Rp.12.000.000. The programs on that range ANTV has are
Anak Pemberani, Espresso, Klik, Super Family, Tawa Sutra, Topik Petang,
Conch Bay, Poporo The Little Penguin, and Topik Siang. These programs
describe in line with ANTV segmentation, as a family entertainment television
channel presents a variety of courses to all society, ranging from kids, teens and
adults.
4.3.2 Global TV
Figure 4.39 shows that the highest number of ads in Global TV is between range
Rp.4000.000-Rp8.000.000 and Rp 12.000.000-16.000.000. The programs in this
range are Avatar The Legend Of Aang, Awas Ada Sule, Bukan Abdel Temon
Biasa, Bukan Sinetron, Chalkzone, Inuyasha, Naruto, Spongebob Squarepants,
Tak And The Power Of Juju and The Backyardigans. These programs show all
the circumstances that closely match the segmentation of Global TV who has a
target audience of young families.
4.3.3 Indosiar
It can be seen at Figure 4.40 that the highest number of ads in Indosiar is in
range Rp.4000.000 - Rp.8.000.000 and Rp12.000.000 – Rp.16.000.000. The
programs that are in these ranges are Fokus Siang, Happy Song, Brilliant
Legacy, Kiss (Kisah Seputar Selebritis), and Take Me Out Indonesia Session 2.
All these programs describe Indosiar target viewer is female above 30 years old
and mission to popularized soap opera, themed love and family, and reality
shows that involve the audience emotionally.
4.3.4 Metro TV
Figure 4.41 shows that the highest number of ads in Metro TV is in range
Rp4.000.000 - Rp8.000.000 and Rp.12.000.000 - Rp.16.000.000. The programs
Metro TV has in these range are Headline News, Kick Andy, Metro Hari Ini,
Metro Siang, Breaking News, Metro Hari Ini, Suara Anda and Metro Files. All
of these programs very precise with Metro TV objective to bring values in
entertainment, news, current affairs, business and sports.
*(! !
4.3.5 RCTI
Based on chart in figure 4.42 RCTI has the highest number of ads in advertising
cost under Rp.4000.000. The programs RCTI has on this range are like Go Spot
and Kejora Dan Bintang. These programs describe RCTI vision for serving a
wide range of entertainment programs, information and are packed with
interesting news.
4.3.6 SCTV
It can be seen in figure 4.43 that the highest number of ads in SCTV is in range
under Rp.4000.000. Programs SCTV has on this range are Halo Selebriti, Inbox,
Liputan 6 Pagi, and Was Was. These programs describe SCTV target first
viewer that is female above 30 years old.
4.3.7 TPI
From figure 4.44 can be derived that the highest number of ads is in the range
under Rp.4000.000. The programs TPI has in this range are Cerita, Go Show,
Kera Sakti, Lintas Pagi, Santapan Nusantara, Tom & Jerry and Upin & Ipin Dan
Kawan Kawan. All these programs describe TPI objectives to emphasizes polite
programs that can be enjoyed by the whole family.
4.3.8 Trans TV
Based on the figure 4.45 can be seen that the highest number of ads in Trans TV
is in range Rp.12.000.000-16.000.000. The programs Trans TV has in this range
are Insert and Kejar Tayang. These programs describe Trans TV target viewer
that is housewife, professional and staff above 25 years old.
4.3.9 Trans 7
Figure 4.46 show that Trans 7 has the highest number of ads in range under
Rp.4000.000. The programs Trans 7 has in this range are Dunia Kartun, I-Gosip,
Laptop Si Unyil, Opera Van Java, and Si Bolang Bocah Petualang. Trans 7
committed to present in the form of information and entertainment shows.
Trans 7 has segmented their programs to housewife, professional, staff and
student.
!
*"!
4.3.10 TV One
From figure 4.47 can be seen the highest number of ads in TV One is in range
Rp.4000.000 – Rp.8000.000. The programs TV One has in this range are Apa
Kabar Indonesia Malam, Apa Kabar Indonesia, Breaking News, Expose, Kabar,
Kabar Petang, Kabar Terkini and Opini. TV One inspires Indonesian society
aged 15 years above in order to think ahead and make improvements for
themselves and surrounding community through its News and Sports.
4.4 Relationship Between Program Category and Total Ads Number
Figure 4.48 Food Ads on GlobalTV Based on Product Category in February 2010
Figure 4.49 Food Ads on TPI Based on Product Category in February 2010
*'! !
Figure 4.50 Food Ads on Trans TV Based on Product Category in February 2010
Figure 4.51 Food Ads on ANTV Based on Product Category in February 2010
Figure 4.52 Food Ads on Indosiar Based on Product Category in February 2010
!
*)!
Figure 4.53 Food Ads on Metro TV Based on Product Category in February 2010
Figure 4.54 Food Ads on RCTI Based on Product Category in February 2010
Figure 4.55 Food Ads on SCTV Based on Product Category in February 2010
Figure 4.56 Ads on Trans 7 Based on Product Category in February 2010
**! !
Figure 4.57 Ads on TV One Based on Product Category in February 2010
4.4.1 ANTV
From figure 4.51, can be seen that ANTV has the highest number of ads in
special program category. The programs that fill the special program category
in ANTV are like As Tears Go by, Conman in Tokyo, Deep Shock, Shark Attack,
Dragons Forever, Happy Ghost 5, Kungfu Kids 5, and Ten Brothers. These are
categorizing to not routine program of ANTV.
4.4.2 Global TV
Figure 4.48 show that Global TV has the highest number of ads also in special
program category. Global TV actually has a program named “Big Movies” that
bring old or already running movies to the television. ”Big Movies” is
categories as special program, and successfully bring Global TV to have highest
number of ads. The movies that are replay in February 2010 are like Air Force
One, Braveheart, Dead Men, Dracula 2001, Enemy of The State, Fireball, Fist of
Furry, Game of Death, Pirates of the Caribbean and so many more.
4.4.3 Indosiar
Based on figure 4.52 Indosiar has the highest number of ads in drama series
category. The programs that fill this category are like Nurhaliza, Takdir Cinta,
Legenda Putri Kencana Ayu, Lutung Sakti, Panji dan Kura-Kura Purba, Putri
Tidur dan Orang Kerdil, Tragedi Cinta, Adakah Rasa Cinta, Antara Kau, Aku
dan Cinta Itu and so many more. These programs successfully brought Indosiar
to the best performance.
!
*+!
4.4.4 Metro TV
From Figure 4.53, it can be seen that Metro TV has the highest number of ads in
talkshow, news category. The programs Metro TV has in this category are 12
Pas, Indonesia This Morning, Just Alvin, Kick Andy, Mario Teguh Golden
Ways, Mata Najwa, Market Review, Oprah Winfrey Show, Showbiz, and
Today’s Dialogue.
4.4.5 RCTI
From figure 4.54 it can be seen that drama series category successfully brought
RCTI to the highest number of ads. The programs that fill this category are like
Amanah Dalam Cinta, Kejora Dan Bintang, Catatan Mas Boy, Si Doel Anak
Sekolahan, Safa dan Marwah, Roda Roda Cinta and many more.
4.4.6 SCTV
Very similar with RCTI and Indosiar, drama category also successfully bought
SCTV to the best performance. The programs that fill this category are like Bayu
Cinta Luna, Bibik Juga Manusia, Buku Harian Baim, Cinta Fitri Season 5,
Kesetiaan Cinta, and many more from FTV program, like Satu Cinta Punya
Kita, Bukan Cowok Impian, Menantu Idaman, Alunan Cinta, Jatuh Cinta Manis
Rasanya and Separuh Cintaku Kembali.
4.4.7 TPI
Similar with RCTI, Indosiar and SCTV, figure 4.49 show the highest number of
ads in TPI is also come from drama series program. The programs fill this
category is like Kisah Dua Malam, Legenda Putri Naga, Rahasia Cinta, Malu
Malu Mau, Masuk Kena Keluar Kena, Bidadari, Jubah Ungu Sang Raja, Kisah
Fantasi, Nino Manusia Ikan, and Sinetron. These programs successfully
brought TPI to their best performance.
4.4.8 Trans TV
Based on figure 4.50 it can be seen that special program category has the highest
number of ads in Trans TV. Like Global TV, Trans TV also has programs that
bring old or already running movies to the television called “Bioskop Trans
TV”. The movies that are replay in February 2010 are like Beethoven, Air Bud
World Pup, Casper, Cats & Dogs, Fast Getaway, Monkey Trouble, Paws, Peter
*#! !
Pan, Two Brothers, Anaconda, The Goonies, Taken, The Break Up and The
Mummy.
4.4.9 Trans 7
Figure 4.56 show that Trans 7 has the highest number of ads in documentary
information category. The programs fill this category is Asli Enak Aneka
Kuliner Nusantara, Beauty & Azis, Doctor’s File, Dokumenter, Dua Dunia,
Dunia Binatang, Jam Malam, Killer Instict, Paradiso, Petualangan, Rahasia
Sunnah, Si Bolang Bocag Petualang, and Two Worlds.
4.4.10 TV One
Similar with Trans 7, TV One also has the best performance in documentary
information category. The programs that successfully brought TV One to the
highest number of ads is like Ekspedisi Mamberamo, Fakta & Data, Jendela
Usaha, Khatulistiwa, Nama & Peristiwa, Zona Merah and Tanpa Tanda Jasa.
4.5 Relationship Between Time (Hour) and Advertising Rate
4.5.1 ANTV
Table 4.11 Correlation Between Advertising Rates Towards Advertising Time in
ANTV
ANTV has highest advertising rate at 18:09 until 20:15. Programs ANTV has at
that time are Dapet Deh, Super Family, Super Candid Kids, Djarum ISL,
Segeerrr…, Omg Oh My God, and XL 100 Juta Tiap Hari Sampe Puas. These
programs in line with ANTV segmentation as a family entertainment television
channel present a variety of courses to all circles of society.
!
*$!
4.5.2 Global TV
Table 4.12 Correlation Between Advertising Rates Towards Advertising Time in
Global TV
Global TV has highest advertising rate at 20:02 until 21:12. Programs Global TV
has at that time are Naruto and Big Movies (films like Pirates of The Caribbean,
Air Force One, The Pink Panther, Just My Luck, Terminal Velocity, The Game
Plan, The Accidental Spy, Dracula, Doctor Dolittle and Rapid Fire). These
programs show all the circumstances that closely match with the segmentation
of Global TV who has target audiences of young families.
4.5.3 Metro TV
Table 4.13 Correlation Between Advertising Rates Towards Advertising Time in
Metro TV
Metro TV has the highest number of ads at 21:18 until 21:54. The programs
Metro TV has at that time are Top Nine News, Democrazy, Kick Andy, and
*%! !
IMLEK 2561 Indonesia Tanah Air. All of these programs very precise with
Metro TV objective to bring values in entertainment, news, current affairs,
business and sports.
4.5.4 Indosiar
Table 4.14 Correlation Between Advertising Rates Towards Advertising Time in
Indosiar
Indosiar has the highest number of ads at 19.17 and 22.53 until 22.55. The
programs Indosiar has at these times are Take Me Out Indonesia, Take Him Out
Indonesia, U.F.O, Take Celebrity Out 2010, Cinta April, and Love N Song. All
these programs describe Indosiar mission to popularized soap opera, themed
love and family, and reality shows that involve the audiences emotionally.
!
*&!
4.5.5 RCTI
Table 4.15 Correlation Between Advertising Rates Towards Advertising Time in
RCTI
RCTI has the highest advertising rate at 20:44, 21:17 until 22:10 and 24:04 until
24:55. The programs RCTI has at this time are Dahsyatnya Awards 2010, Safa
Dan Marwah, and Amanah Dalam Cinta. These programs describe RCTI vision
for serving a wide range of entertainment programs.
4.5.6 SCTV
Table 4.16 Correlation Between Advertising Rates Towards Advertising Time in
SCTV
+(! !
SCTV has the highest advertising rate at 20:02 until 20:30. Programs SCTV has
at this time are Bayu Cinta Luna, Liputan 6 Terkini, and Cinta Fitri Season 5.
These programs describe SCTV target viewers that is female above 30 years old.
4.5.7 TPI
Table 4.17 Correlation Between Advertising Rates Towards Advertising Time in
TPI
TPI has the highest advertising rate at 21:08 until 22:23. Programs TPI has at this
time are Dangdut, Viva Dangdut Mania, 3 Kembang Cari Kumbang, Sinetron,
Jubah Ungu Sang Raja, and Arisan Dangdut. All these programs describe TPI
objectives to emphasizes polite programs that can be enjoyed by the whole
family, also TPI as a pioneer of television music show (dangdut music).
4.5.8 Trans TV
Table 4.18 Correlation Between Advertising Rates Towards Advertising Time in
Trans TV
!
+"!
Trans TV has the highest number of at 18:09 until 18:49, 21:15 until 22:57 and
22:58. Programs Trans TV has at these times are Jika Aku Menjadi, SuamiSuami Takut Istri, Termehek Mehek, Realigi, Bioskop Trans TV, and Trans
Musik February In Love. These programs describe Trans TV target viewer that
is housewife, professional and staff above 25 years old.
4.5.9 Trans 7
Table 4.19 Correlation Between Advertising Rates Towards Advertising Time in
Trans 7
Trans 7 has the highest advertising rate at 21:18 until 21:41. Programs Trans 7
has at this time are Opera Van Java, Mariam Mikrolet and Beauty & Azis. All
these programs describe Trans 7 target audiences that are housewife,
professional, staff and student.
4.5.10 TV One
Table 4.20 Correlation Between Advertising Rates Towards Advertising Time in
TV One
+'! !
TV One has the highest advertising rate at 17:41 until 18:54 and 22:02 until
22:36. Programs TVOne has at these times are Kabar Petang, Kabar Terkini, Apa
Kabar Indonesia Malam, Seven Wonders of The Industria, Ekspedisi
Mamberamo and Malam Minggu 1. These programs describe TV One as source
of inspiration for Indonesian society aged 15 years old above in order to think
ahead and make improvements for themselves and surronding community
through its News and Sports.
4.6 Implementation Media Strategy by Advertiser
4.6.1 Relationship Between Total Number of Food Category Ads on Workday
and Weekend With Advertising Rate
Table 4.21 Comparison between average cost of ads (per 15 seconds) on
workday and weekend
Average Food
Television Station
Advertising Cost
on Workday (in
Rupiah)
Total Number of
Food Ads in
Workday
Average Food
Advertising Cost
on Weekend (in
Rupiah)
Total Number of
Food Ads in
Weekend
Global TV
9.794.590
1219
9.446.810
812
RCTI
10.490.060
592
10.299.640
979
Trans TV
10.475.470
532
9.993.250
733
Metro TV
8.112.340
141
7.833.330
183
Indosiar
6.915.367
812
8.146.721
1291
!
+)!
SCTV
11.520.650
518
10.786.550
647
TPI
9.534.520
484
8.677.430
626
ANTV
7.561.970
500
7.222.549
458
Trans 7
7.950.712
899
6.947.770
718
TV One
10.004.370
325
10.237.700
183
Table above shows that average advertising cost in food product category for
television is different each other. Some television have higher rate on weekend
when other show the opposite.
Table 4.11 shows that most television stations have higher rate on workday
(Global TV, RCTI, SCTV, TPI, ANTV, Trans 7,Trans TV and Metro TV). Looking
back to the figure 4.4, 4.6, 4.7, 4.8, 4.9, 4.10, 4.11, 4.14, it can be seen that the
number of ads on weekend in these stations is more than workdays. So, it can
be indicated that advertisers in those television stations prefer to choose
programs with low advertising cost.
However, this situation is does not occur in ANTV and Trans 7. ANTV and
Trans 7 have higher advertising rate on workday, but they also have higher
food advertising number on workday (see figure 4.12 and 4.5). So, it can be
concluded that ANTV and Trans 7 tend not to consider about advertising price.
Similar with ANTV and Trans 7, Indosiar also has higher number of food ads in
the higher rate. The difference is this condition occurs on weekend. Indosiar has
higher food advertising rate on weekend, but they still have a lot of ads in this
time (see figure 4.7).
4.6.2 Relationship Between Highest Number of Food Category Ads Hour
With Advertising Rate
4.6.2.1 ANTV
Looking back to the figure 4.16, ANTV has the highest amount of ads in the
morning, approximately about 06:00 until 08:00. At this time ANTV have some
of programs for children segmentation, such as Looney Tunes, Popaye and Son,
+*! !
Pororo the Little Penguin and The Adventure of Little Carp. All these programs
have successfully brought ANTV reach the best performance.
The average advertising rate whole day in ANTV is Rp 8.707.557. While the best
performance time (06:00 – 07:59) rate is Rp. 12.414.569 (one-half times the
ordinary rate). Although the price of best performance time is one and a half
times higher, it still has the highest number of ads.
4.6.2.2 Global TV
Looking back to the 4.17, it is shown that Global TV has the maximum number
of ads in the morning, at 05:00 until 05:59 o'clock (922 ads). After that the
number of ads still tend be high until around 9:00. The programs Global TV
have at 05:00 until 05:59 such as, Chalkzone, Dora The Explorer, Spongebob
Squarepants, Tak an The Power of Juju and The Backyardigans. All these
programs have successfully brought Global TV reach the best performance.
Then this will analyzed further to know the correlation between the average of
cost between the best performance time and the whole day. The average
advertising rate whole day in Global TV is Rp 8.200.984. While the best
performance time rate is Rp. 4.986.550 (nearly half time of ordinary rate). This
may be caused, that hour (05:00 - 05:59) have very low rate, so that would be
most number of advertising there.
4.6.2.3 Indosiar
Looking back to the Figure 4.18 show that the number of ads in Indosiar tends
to be high in the morning starting at 8:00, with the highest peak there at 10:00
o'clock to 11:00 o'clock (693 ads). The programs that have bought Indosiar to the
best performance throughout the day mostly are programs from drama series
category such as, Legenda Pangeran Ruhby, Tragedi Cinta, Trixa dan Piring
Terbang, Cadas Pangeran dan Lutung Sakti.
The average advertising rate whole day in Indosiar is Rp 9.105.449. While the
best performance time rate is Rp. 7.348.918. This may be caused, that hour
(05:00 - 05:59) have very low rate, so that would be most number of advertising
there.
!
++!
4.6.2.4 Trans TV
Looking back at Figure 4.23, show that at around 05:00 to 05:59 Trans TV has
the highest number of ads. The difference is very significant of the amount of
another hour, with total of 1069 ads (two times or more than the number of ads
at other hours). At 05:00 until 05:59 Trans 7 have some of programs for children
segmentation, such as Jalan Sesama, Buah Buahan, Dunia Kartun and GG Bond.
All these programs have successfully brought Trans 7 reach the best
performance.
Then this will analyzed further to know the correlation between the average of
cost between the best performance time (05:00-05:59) and the whole day. The
average advertising rate whole day in ANTV is Rp 7.708.010. While the best
performance time rate is Rp. 2.435.921 (far more cheaper than the ordinary
rate). This may be caused, that hour (05:00-05:59) would be most number of
advertising there, because the very lower rate.
4.6.2.5 TPI
Looking back on figure 4.22, shown that the maximum amounts of ads in TPI
located at several points. In the afternoon there is the highest number of ads
amount of the day at 12:00 to 12:59 (353 ads). At this time TPI have some of
programs, and most of them is series drama such as 7 Bidadari, 1001 Cerita,,
Suami Istri Tukang Tipu, Supirku Kekasih Hatiku dan Kera Sakti. All these
programs have successfully brought TPI reach the best performance.
Then this will analyzed further to know the correlation between the average of
cost between the best performance time (12:00 to 12:59) and the whole day. The
average advertising rate whole day in TPI is Rp. 9.340.888. While the best
performance time rate is Rp. 8.301.416. This may be caused, that hour (12:00 to
12:59) would be most number of advertising there, because have lower rate.
4.6.2.6 Metro TV
Looking back to the figure 4.19 show that the number of ads in Metro TV is
high in the evening, starting at 19:00 until around 21:59 (about 110 ads). This
amount is far higher than average number of ads throughout the day at this
station. The best performance time in Metro TV is at 19:00 until 19:59, where the
most ads there. The programs that have bought Metro TV to the best
+#! !
performance throughout the day mostly are programs from news category such
as, headline news, mario teguh golden ways, metro files and suara anda.
The average advertising rate whole day in Metro TV is Rp 8.016.993. While the
best performance time rate is Rp. 9.090.265. Although the price of best
performance time is higher, it still has the highest number of ads.
4.6.2.7 RCTI
Looking back to the figure 4.20, it is shown that RCTI has high number of ads in
the morning, starting at 07:00 until 08:59 o'clock. The total advertising then
reached the highest amount at 18:00 o'clock to 18:59 o'clock. At this time RCTI
have some of programs, such as Bedah Rumah, Kejora dan Bintang, dan
Mengintip Surga. All these programs have successfully brought RCTI reach the
best performance.
Then this will analyzed further to know the correlation between the average of
cost between the best performance time (18:00-18:59) and the whole day. The
average advertising rate whole day in RCTI is Rp 10.414.196. While the best
performance time rate is Rp. 9.777.011. This may be caused, that hour (18:0018:59) have lower rate, so that would be most number of advertising there.
4.6.2.8 SCTV
Looking back to the figure 4.21, show that SCTV has the highest number of ads
at night between the hours of 21:00 to 21:59. This amount began to decrease
drastically after 22:00 o'clock. At the best performance (21:00-21:59), SCTV have
some drama series programs, there are Cinta Fitri season 5 and Kesetiaan Cinta.
All these programs have successfully brought SCTV reach the best
performance.
Then this will analyzed further to know the correlation between the average of
cost between the best performance time (21:00-21:59) and the whole day. The
average advertising rate whole day in SCTV is Rp 11.276.139. While the best
performance time rate is Rp. 16.745.856 (one-half times more the ordinary rate).
Although the price of best performance time is one and a half times higher, it
still has the highest number of ads.
!
+$!
4.6.2.9 Trans TV
Looking back to the figure 4.24, it can be seen that the maximum number of ads
in Trans TV is at night, starting at 18:00 until 21:00. At 19:00 until 19:59 (the
highest number of ads) Trans TV have some of programs such as, Angels’s
Diary, Gong Show, Sinden Gosip, Suami-Suami Takut Istri, The Happy Family,
The Promotor and several series drama programs. All these programs have
successfully brought Trans TV reach the best performance.
Then this will analyzed further to know the correlation between the average of
cost between the best performance time (19:00-19:59) and the whole day. The
average advertising rate whole day in ANTV is Rp 10.304.049. While the best
performance time rate is Rp. 12.630.466. Although the price of best performance
time is higher, it still has the highest number of ads.
4.6.2.10 TV One
Looking back to the figure 4.25 shows that the highest number of ads on TV
One approximately at 18:00 until 20:59 o’clock (about 171 ads per hour). The
one and only program TV One have at 18:00 until 19:00 is Kabar Petang. This
program has successfully brought TV One reach the best performance.
Then this will analyzed further to know the correlation between the average of
cost between the best performance time and the whole day. The average
advertising rate whole day in ANTV is Rp 10.047.239. While the best
performance time rate is Rp. 15.387.135 (one-half times the ordinary rate).
Although the price of best performance time is one and a half times higher, it
still has the highest number of ads.
From explanation above it can be concluded that the advertising rate have big
influence for some television, when in other are not. ANTV, Metro TV, SCTV,
Trans TV and TV One have higher rate in their best performance hour.
However they still got more advertisers at that time. Different from those
stations, in Global TV, Indosiar, RCTI, TPI and Trans 7 the best performance
hour have lower advertising rate than the average time all day. So, it could be
concluded that the advertiser there is consider a lot about advertising rate.
+%! !