Nielsen Newsletter

EDITION 5 • May 31, 2010

Data Highlights
Quiz: Win, Loose or Draw?

Several years ago, we might have crushed on quiz program like "Famili 100", "Who
Wants to Be a Millionaire?" during prime time or "Siapa Berani?" in the morning.
Lately, the trend has changed. Not many quiz programs can be as success as
those three quizzes in gaining audience.

“Quiz broadcast time increases 36% compared to the

same period last year to 240 hours.”

However, quiz shows some twists in May, though not all TV stations supply quiz.
Quiz broadcast time increases 36% compared to the same period last year to 240 hours. TV viewers also spend more
time to watch quiz program. Their watching time increases from two hours to almost four hours on average.

Of the total 240 hours, ANTV dominates the broadcast share with 41% , followed by Indosiar (22%), Global TV (17%),
TRANS (10%), TVRI1 (4%) and RCTI (3%). Compared to the same period last year, ANTV adds the biggest broadcast
time, from eight hours to nearly 98 hours. Global TV also raises its quiz supply from 13 hours to almost 42 hours.
Conversely, quiz portion reduces on TPI and TRANS. TPI cuts its quiz time from 46 hours to just five hours, while TRANS
from 29 hours to 24 hours. RCTI, which broadcast 22 hours quiz in May last year, only supplies eight hours soccer quiz
this month.

Quiz show is scattered from 10 am until midnight, with the largest portion is in prime time (6 to 10 pm), which is 28% of
total quiz broadcast time or about 68 hours on seven national TV stations. On the other hand, viewers spend much longer
time to watch quiz in prime time compared to other day parts. They spend half of their quiz watching time (of total 5 hours
11 minutes) to watch quiz in prime time. Viewers also spend bigger time share than the airing time share in the morning,
between 6 to 10 am.

Percentage of Quiz Broadcast Hour vs. Average

7
Watching Time, National TV 22:00 - 25:59
24
Period: May 2010
Target Audience: All people above 5 years old 50
(TV Population: 49,525,104 individuals) 18:00 - 21:59
28
Market: Jakarta, Surabaya, Medan, Semarang,
Bandung, Makassar, Yogyakarta, Palembang, 14
Denpasar, Banjarmasin 14:00 - 17:59
18

19
10:00 - 13:59
21

5
06:00 - 09:59
2

5
02:00 - 05:59
7

% Broadcast Hour % Average Time Viewing

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 Nielsen Newsletter – Edition 5 | May 31, 2010

The majority of quiz viewers are men

Among all TV viewers (aged above 5 years) in the 10 major cities, the majority of viewers attracted by quiz are men aged
above 30 years from middle to lower socio-economic class (whose routine monthly household expenditure is below Rp
1,750,000). The average time spent by this segment to watch quiz in May increases to almost four hours on average,
whereas it was only one and a half hour in the same period last year.

Number of viewers in this segment also increases sharply from an average of 67 thousand to 135 thousand. In other
words, the average rating gained by this segment has increased from 0.8 to 1.6. With the increasing performance, the
most watched quizzes are Super Family, which gains 4.0 rating points (around 346 thousand people), followed by Super
Deal 2 Milyar with 3.8 rating points (330 thousand people) and Cewek atau Cowok with 2.4 rating points (204 thousand
people).

Top 5 Quiz Program, National TV

Period: May 2010
Target Audience: Male 30+ CDE (TV Population: 8,610,922 individuals)
Market: Jakarta, Surabaya, Medan, Semarang, Bandung, Makassar, Yogyakarta, Palembang, Denpasar, Banjarmasin

Program Channel Rating (%) Share (%) Index

SUPER FAMILY ANTV 4.0 15.4 114

SUPER DEAL 2 MILYAR ANTV 3.8 12.5 108
CEWEK ATAU COWOK TRANS 2.4 7.7 97
KUIS LIGA CHAMPIONS RCTI RCTI 1.8 43.6 175
OMG OH MY GOD ANTV 1.6 5.6 112

In accordance with program viewing, ads in Super Family also attract more audience than Super Deal 2 Milyar; both are
broadcast in prime time. The third most watched ads are those in Happy Song which aired in the daytime. The top four
programs with the highest number of ad viewers are broadcast on daily basis.

Top 5 Quiz Program with most watched ads, National TV

Period: May 2010
Target audience: Male 30+ CDE
Market: Jakarta, Surabaya, Medan, Semarang, Bandung, Makassar, Yogyakarta, Palembang, Denpasar, Banjarmasin
Gross Rating
Program Channel No. Of Spots
Points (GRP)

SUPER FAMILY ANTV 6,223% 1776

SUPER DEAL 2 MILYAR ANTV 4,488% 1459
HAPPY SONG INDOSIAR 2,358% 2043
MISSING LYRICS TRANS 900% 1137
OMG OH MY GOD ANTV 606% 438

Looking at the positive performance on the viewing of quiz program, will audience favor quiz again?*

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 Nielsen Newsletter – Edition 5 | May 31, 2010

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 Nielsen Newsletter – Edition 5 | May 31, 2010

THE MOST WATCHED BRAND IN THOMAS-UBER CUP 2010

During Thomas-Uber Cup broadcast between 9 and 16 May, 2010, Kuku Bima was spotted to be the product which
advertised with the biggest number of spots, and the most watched ad as well.

NO. OF
PRODUCT GRP
SPOTS

KUKU BIMA ENER-G! - ENERGY DRINK 1,078 410

WALL'S MINI CORNETTO - ICE CREAM 139 48
DJARUM KUDUS, PT 122 36
TOLAK ANGIN PERMEN 91 32
LIFEBUOY - ALL BATH SOAP 86 30
9-16 May, All people 5+, TRANS and TRANS7, GRP (Gross Rating Points) in %, all commercial products only

THE MOST WATCHED BRAND IN MAY 2010

NO. OF
PRODUCT GRP
SPOTS

TELKOMSEL - ALL SIM CARD 4,885 3836

CLEAR ANTI KETOMBE - SHAMPOO 4,634 2646
SUNSILK DAMAGED HAIR TREATMENT - HAIR CA 3,590 2111
SEDAAP - INSTANT NOODLE 3,565 2358
EXCELCOMINDO XL - GSM CARD 3,426 1992
1-31 May, All people 5+, Commercial TV, GRP (Gross Rating Points) in %, all commercial products only

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Nielsen and Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. www.agbnielsen.co.id; www.nielsen.com 4