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Nielsen expands Indonesian Television Measurement

3 minute read | August 2022

  • Phase one of Nielsen TV panel expansion is complete, with representation increased from 58.9 million viewers to 96 million viewers
  • Phase two is anticipated to be completed in Q1 2023, expanding the panel to represent an estimated 135 million TV viewers

Jakarta Indonesia, 21 July 2022 – Nielsen announces the completion of phase one of two for the expansion of linear TV coverage. The phase one expansion which focuses on Java island resulted in the viewer representation increasing from 58.9 million viewers to 96 million viewers of the urban population.  Phase two of the expansion is due to be completed in Q1 of 2023 with expanded coverage outside Java island. This increase enhances television audience measurement to better represent the variety of Indonesian viewers across the vast archipelago.

With increased media fragmentation and the endless options to view content, expanding the TV panel to include secondary cities across the country helps the market understand viewing behaviour outside the previous 11 key cities and understand how different the competitive landscape is. The additional coverage of secondary cities in Java sees a slightly different audience profile with a higher proportion of mature and modest segments in terms of educational background, occupation and socioeconomic class. However, these viewers seem to also be more reliant on information and entertainment content from linear TV resulting in higher viewing metrics.

The data collected from 1 – 30 June 2022 indicates higher television rating point (+7%), higher reach (+3.5%) and higher viewing duration (+3.5%) when compared to the 11 cities. These additional viewers are found in all dayparts from morning to afternoon to primetime and late evening. The new expanded data provides both TV broadcasters and advertisers better insight into viewers preferences from a more comprehensive audience size. This in turn will help in devising content strategy to reach the desired audience.

Hellen Katherina, Nielsen Indonesia Country Leader said: “I’m passionate about growing the media industry in Indonesia. Capturing eyeballs from a much wider area to better represent Indonesian viewers will help TV broadcasters to prove their strength in reaching a diverse audience throughout the country. Advertisers will also benefit in terms of better alignment between their sales coverage and TV investment  coverage in order to prove media ROI as they navigate the more complex TV media landscape and optimise their strategy.”

“Nielsen is innovating as audience behaviours change. We play a key role in delivering the most robust, independent metrics that broadcasters and advertisers can rely upon. ” Hellen added.

This announcement builds on a series of industry-leading enhancements made by Nielsen over the past year, including the transformation of its digital measurement, rolling out enhancements of its Identity System for Digital Ad Ratings across 29 international markets, including Indonesia. Nielsen intends to  release further enhancements by the end of 2022 that will reveal the path to our Nielsen ONE vision of a true cross-platform that measures across all screens.

About Nielsen

Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences—now and into the future.

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Sophie Millington