Nielsen Expands TV Viewing Measurement in Indonesia

Nielsen has completed the first phase of its plan to expand television measurement in Indonesia, with viewer representation on Java island increasing from 58.9 million viewers to 96 million. Phase two, involving expanded coverage outside Java island, is due to complete in Q1 2023.

Nielsen says that expanding its TV panel to include secondary cities across the country helps the market understand viewing behaviour outside the previous eleven key cities. The expansion includes a different audience profile, with a higher proportion of 'mature' and 'modest' segments in terms of educational background, occupation and socioeconomic class. Phase two will see the panel expanded to represent an estimated 135 million TV viewers.

Hellen Katherina (pictured), Nielsen Indonesia Country Leader, commented: '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.'

Web site: www.nielsen.com .