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Nielsen Company Indonesia, the local unit of the global information and market research company Nielsen Holdings PLC, says the value of spending on advertisement on television and in printed media in Indonesia has risen in the January-July 2017 period. However, this growth is a bit distorted because it is only supported by rising tariffs, and not supported by rising numbers of adds (number of spots).
Leading global information and measurement company Nielsen expects the market value of Indonesia's consumer products to rise 10 percent year-on-year (y/y) in 2017 supported by expansion of the nation's retail industry and improving macro economic conditions. Yongky Susilo, Executive Director at Nielsen Indonesia, sees accelerating economic growth (hence boosting people's purchasing power) and relatively low inflation (3.02 percent y/y in December 2016) as the right context for rising consumer spending in Southeast Asia's largest economy.
Indonesia improved in the consumer confidence index that is compiled and released by market research agency Nielsen. With 122 points Indonesia was the third-most confident nation in the world (after India and the Philippines) in the 3rd quarter of 2016. Compared to one year ago, Indonesia's score improved six points. Indonesia's consumer confidence has improved each quarter so far in 2016 amid accelerating economic growth, controlled inflation at around 3 percent (y/y), and a stable - or actually stronger - rupiah exchange rate.
RTB House, a Poland-based technology firm that develops solutions for personalized display advertising in more than 30 markets across the globe, expects online advertisement spending in Indonesia to reach USD $4.92 billion by 2019 (up 250 percent from estimated online advertisement expenditure in 2016). This rise comes on the back of Indonesia's rising Internet and smartphone penetration. Recently, Indonesia surpassed the magic number of 100 million in terms of Indonesian Internet users.
Despite Indonesia currently experiencing slowing economic growth, Indonesian consumers remain optimistic. According to Nielsen’s latest Consumer Confidence Index, published on Wednesday (20/05), Indonesia was the second most optimistic country (after India) in terms of consumer confidence in the first quarter of 2015. Indonesia collected 123 points through the online survey that not only measures consumer confidence but also the major concerns and spending intentions of consumers.
Indonesian consumers are concerned about the looming subsidized fuel price hike this month according to the latest survey of Nielsen, a global information and measurement company. Based on the Nielsen Global Survey of Consumer Confidence and Spending Intentions (covering the third quarter of 2014), 28% of respondents said that higher prices of subsidized fuels are among their top two main concerns. In the previous survey (which covered Q2-2014), the subsidized fuel price hike was not even mentioned among the top five concerns.
Indonesians' consumer confidence has increased in January 2014 according to the latest survey conducted by Indonesia's central bank (Bank Indonesia). The outcome of the survey indicated a rise of Indonesia's Consumer Confidence Index (CCI) from 116.5 in December 2013 to 116.7 in January 2014¹. This index illustrates consumer perceptions of current economic conditions compared to conditions in the previous six months as well as the expectations of Indonesian consumers for economic conditions in the next six months.
Indonesia continues to top the ranking of countries with the highest consumer confidence in the third quarter of 2013 although its score fell four points from the second quarter to 120. According to the Nielsen Global Survey of Consumer Confidence and Spending Intentions, consumers in Indonesia are optimistic due to the general elections in mid-2014 and growth of the country's middle class. However, as inflation surged after prices of subsidized fuels were raised in June, the score fell slightly.
According to a Bank Indonesia report that was released on Monday (19/08), consumer confidence in Indonesia has weakened after the government decided to raise prices of subsidized fuels in June 2013. The country's consumer confidence index fell 8.7 points to 108¹ in July from 117 points in June. Higher fuel prices led to higher transportation costs that subsequently made many retailers increase prices of products, thus impacting on Indonesian households' purchasing power. In July, the annual inflation rate accelerated to 8.61 percent.
According to research conducted by Nielsen Indonesia, Indonesia's middle class is the world's most optimistic middle class segment in the second quarter of 2013. Indonesia leads the Nielsen Global Survey of Consumer Confidence and Spending Intentions index with 124 points, followed by the Philippines (121 points) and India (118 points). The average global consumer index stands at 94 points. It is interesting to note that Asian countries top the index. The emerging Asia Pacific region is far above the 94-points average with 105 points.
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Spending on advertising in Indonesia is expected to jump 20 percent to IDR 140 trillion (USD $12.4 billion) in 2014. This expected growth is mainly the result of increased spending due to Indonesia's legislative and presidential elections as well as the 2014 FIFA World Cup in Brazil. The former means that Indonesian political parties will increase spending to reap popularity through media exposure, while the latter will draw millions of spectators and readers due to the popularity of football in Indonesia and thus becomes interesting for advertisers.
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