JAKARTA (Yosefardi) – Advertising spending in the first half of 2015 only grew by 3.81% to Rp57.15 trillion, the lowest in past ten years, compared to Rp55.06 trillion in the corresponding period of 2014, according to data of Nielsen Advertising Information Services.
The slower growth is inline with the national economic slowdown and the rupiah depreciation over the US dollar.
Advertising spending in first half of 2014 grew by 12.74%, compared to the same period of 2013 which reached Rp48.83 trillion. The political campaign for presidential election last year supported the spending growth for advertising.
While this year, there are no stimulus for the growth in advertising spending. Television contributed advertising spending of Rp41.03 trillion in the first half of this year, representing 71.79% of total spending. While printed media contributed Rp15.19 trillion or 26.58% of total spending.
Contribution to advertising spendong from online services (e-commerce) jumped 91% in the first half of 2014, after growing 82% and 85% in the same period of 2013 and 2014. Internet penetration rose to 36% in past 5 years, while smartphones ownership increased to 26% in past 3 years and online shopping rose to 12% in past 5 years.
Six e-commerce players with biggest spending for advertising in television during first half of this year are Tokopedia.com, Blibli.com, Olx.com, Lazada.com, Bukalapak.com, and Trivago.com.