Ad spending hits Rp 60t: Nielsen

Advertising spending in the mass media reached Rp 60 trillion (US$ 6.66 billion) last year, jumping 23 percent from Rp 48.8 trillion in 2009, recent report from the Nielsen Company shows.

Last year’s advertising spending, the highest Indonesia had seen since 2006, was boosted by the World Cup from June to July and the ASEAN Football Federation (AFF) Suzuki Cup in December, Nielsen Audience Measurement managing director Irawati Pratignyo said Tuesday.

“The events created an overall buzz of positive sentiment. The result was that advertisers were more willing to invest in promoting their products and services, because they were more confident consumers would continue to spend,” she said in a press conference in Jakarta.

The advertising spending included Rp 5.55 trillion in the telecommunications category; Rp 2.98 trillion in the politics category; and Rp 2.38 trillion in the corporate ads and social services category.

The survey covered 24 television stations, 95 newspapers and 163 magazines as well as tabloids throughout Indonesia. (lnd)