The top 10 advertising expenditure by brand in print and TV in 2004 (in Indonesia) were, not surprisingly, for the promotion of products (shampoo and skin, cigarettes, oil lubricants), mobile phone providers, and political campaign.
And guess what comes directly after this top 10?
It's paranormal (!!!) - at 121,596 million Rupiah (13.5 million USD.)
If you are wondering whether or not this data is credible, the research was conducted by AC Nielsen Media Research and Media Scene.
Intriguingly, the category was missing from the 2005 list, along with political campaign. The latter is obviously expenditures related to election year, but the former? I can't help to question whether or not the two are related ...
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2 comments:
i don't understand what's the correlation between them just because they happen to be heavily promoted on the same year. was there also an increase in paranormal services used during the election year? perhaps it'll be clearer if you let us know what's the 2004/05 list.
regardless, paranormal service (i'm assuming it's those horoscopes, fortune telling services) tend to be big business anywhere. i don't have the #s but sms services for horoscopes and such are very popular in indo. it's human nature, i guess, of wanting to know and in a way control the future.
this is just random thought but perhaps the various disasters that hit indonesia after 2004 (tsunami, earthquake, plane disasters) had a role in pushing people to look for certainties amidst uncertainties via paranormal. hence no need for big ad budget. :)
Hi Maggi,
Unfortunately I don't have the list copied - I just wrote down what I found interesting and thought provoking - but not necessarily correlated obviously :)
You're right, it could be the disasters too! :) The paranormal data was only available for that particular year, I found no other information related to this category in the whole magazine.
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