Ad spending plunges as companies reduce marketing activities amid outbreak

first_imgCigarette manufacturer Djarum, online ticketing firm and online ticketing and hotel booking firm Traveloka, among other companies, each cut their ad spending by 100 percent in the first week of Ramadan compared with a year earlier.“Many companies are no longer advertising because they are not relevant to Ramadan at home,” the executive director, Hellen Katherina, said in a virtual briefing on Tuesday. “Online ticketing firms such as Traveloka and advertised aggressively for last year’s exodus. But there may not be any exodus this year.”Under the social restrictions imposed to contain the coronavirus, the traditional exodus leading up to Idul Fitri, in which around 18 million people traveled to their hometowns last year, is not allowed.In April, the 10 largest advertisers were mostly food and beverage companies and online service providers. The ad spending for NutriSari, a beverage brand produced by PT Nutrifood Indonesia, was raised 1,179 percent yoy to Rp 307 billion, the largest during April. It was followed by online stock trading platform with Rp 286 billion and Marjan Boudoin with Rp 231 billion. Indonesia’s advertisement spending dropped sharply in April as most big ad spenders reduced their marketing activities amid the coronavirus outbreak.Nielsen Indonesia, a data and measurement company, reported on Tuesday that total ad spending fell 25 percent month-to-month to Rp 3.5 trillion (US$235 million) in the third week of April, after a steady increase prior to the COVID-19 outbreak.Of the 15 major advertisers during last year’s Ramadan, only four companies raised their ad spending this year. E-commerce company Shopee Indonesia increased its spending by 18 percent year-on-year (yoy), syrup brand Marjan Boudoin by 82 percent, instant noodle manufacturers Indomie and Sedaap by 24 percent and 4 percent, respectively. Nielsen Indonesia also reported that its total spending on television advertising had been recovering since May 1, nearly a month after Jakarta first introduced the large-scale social restrictions.Since people have been staying at home, television views have gone up 12 percent on average and 14 percent among the upper-class group, since the government started ordering people to work from home in mid-March through mid-April.“During the stay-at-home period, the upper-class group who usually spend their time outside, now have more time to spend at home watching television,” said Hellen.However, marketers are moving their money from television to digital advertising. In 2018, total spending on digital advertising grew 18 percent yoy, far higher than the 2 percent growth rate of spending on television advertising, according to a 2019 report by the Mobile Marketing Association (MMA).Ekhel Chandra Wijaya, the external communications senior lead of e-commerce company Tokopedia, said his company was shifting focus to supporting the government’s coronavirus response, and thus had to make adjustment in various aspects including marketing.Tokopedia, the second-most-visited e-commerce website nationwide, lowered its ad spending by 40 percent yoy to Rp 115 billion in the first week of Ramadan, according to Nielsen Indonesia.“We are emphasizing higher effectiveness in marketing from message, audience, channel and support for business sustainability,” Ekhel told The Jakarta Post on Tuesday.Topics :last_img read more

LeBron James passes Michael Jordan: Who is the GOAT?

first_imgI literally have no words! I guess like @realcoleworld said “Even when the dark out, the sun is shining somewhere”. Throughout it all no matter good or bad appreciate the journey. Thank you to all who continue to take this journey with me. #thekidfromakron #striveforgreatness #jamesgangA post shared by LeBron James (@kingjames) on Feb 25, 2019 at 8:47pm PSTThe Cavs were down 3-1 to one of the greatest teams ever assembled and James stepped up with back-to-back 41-point displays against the Warriors before a triple-double and ‘The Block’ cemented his Finals MVP award in Game 7.It was James’ third title and, in his view, affirmation he was the greatest to ever take to the hardwood. Those who think LeBron James is a better player than Michael Jordan ever was have a new statistic to strengthen their argument.Lakers star James moved ahead of Jordan into fourth in the NBA’s all-time points list when he overhauled the former Bulls great’s total of 32,292 on Wednesday. It is unlikely to end the debate over who is the greatest of all time, though, with Jordan still ahead in championship wins — six to James’ three — and MVP awards — five to James’ four.To mark James surpassing Jordan’s points haul, two Omnisport writers make the case for who is basketball’s greatest ever.The case for Michael JordanBy Tom WebberAsked which feat was harder out of James Harden’s run of 30 straight 30-point games and Russell Westbrook’s 10 consecutive triple-doubles during All-Star weekend in Charlotte last month, Jordan replied with a smile: “Six championships, by all means.”You’d have to think his answer would be the same if he had to factor making the NBA Finals for eight seasons in a row into the equation, too.— Jordan (@Jumpman23) January 17, 2019In an era dominated by hard, physical defense, the notorious Pistons looked set to reign at the end of the rivalry between the Lakers and the Boston Celtics in the late 1980s.Jordan’s style stood in stark contrast to the Pistons and his agility and athleticism was unparalleled, making him an enthralling watch for basketball fans across the globe.He is also a two-time Olympic champion and retains the best points-per-game average of any NBA player in history at 30.1.James couldn’t wear the number 23 with the Heat because president Pat Riley had honored Jordan by retiring it, even though the shooting guard never played for the franchise. That’s how good he was.James has dominated a period in basketball, but he has not defined one like Jordan.The case for LeBron JamesBy Liam BlackburnPut simply, no athlete in history has had to cope with the hype bestowed upon James — dubbed ‘The Chosen One’ on a Sports Illustrated cover as a 17-year-old — and he has not only lived up to the billing but exceeded those expectations.Ohio’s favorite son put an entire city on his back to end Cleveland’s title drought and deliver the Cavaliers their first ever championship in 2016. View this post on Instagram The Finals losses should not count against him. Eight appearances in a row, with two different teams, carries more credence than Jordan’s 6-0, and if titles alone were the yardstick to measure potential GOATs by, Bill Russell would be grazing in the field with his 11 rings anyway.Jordan was ahead of his time in the way he played the game but James is still dominating, 16 years on from his NBA debut, in a league unrecognizable from the one ‘The Chosen One’ first entered.Jordan took basketball to new heights, but James has raised the bar again.last_img read more