PENGARUH AUDIENCE SHARE DAN BELANJA IKLAN TERHADAP PROFITABILITAS PERUSAHAAN MNCN, SCM, IDKM, DAN VIVA (2004-2013)

Abstract

Television has become a giant industry that exploits its surrounding conditions as selling point in order to gain maximum profit. There are four commercial media markets for television company; investor, news sources (or content), advertiser, and news consuments (or audiences). Investor/owner invested money to the television company for making content of program that attracts audiences. Number of audiences which is stated by audience share attratcs advertiser to put advertisement on the television. In the end, the profit gained from advertisement slot selling affects the company profitability. Rate of advertisement is also affected by companies ability at advertising in general (advertising expenditure).

This research is done in the purpose of knowing whether audience share and advertising expenditure have influence on profitability ratios which are stated by Gross Profit Margin (GPM), Net Profit Margin (NPM), Return On Investment (ROI), dan Return On Equity (ROE). The result of this research is that audience share and advertising expenditure do not have any significant effect on all profitability ratios. There are other influence factors, for ownership structure, capital structure, profit margin, total asset turnover, and management policies. Competition among television companies has caused the advertising expenditure is distributed unevenly, thus the rising advertising expenditure does not always give positive effect on all television companies.

Keywords: audience share, advertising expenditure, Gross Profit Margin (GPM), Net Profit Margin (NPM), rating, Return On Investment (ROI), Return On Equity (ROE)