Latest Newsletter from AdEx India, a division of TAM Media
Research
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Domestic
Airlines advertising on Print in the year 2006 |
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Highlights:
• 65% share of ad volumes garnered by Domestic Airlines
in Aviation Sector in year 2006 on Print
• 63% rise in ad volumes of Domestic Airlines in Print
in year 2006 compared to 2004
• Most of the ad volumes belong to publications from
South and West zone
• English language publications accounts for nearly
80% of volumes
• Metro city newspapers garnered the highest 72%
of advertising in the year 2006
• 60:40 ratio of volumes used by Full Service and Low
Cost Airlines on Print
• Close competition between Deccan Aviation and
Jet Airways on Print in year 2006
• Maximum usage of Price Promotions by Domestic Airlines
This week, AdEx India looks at the advertising trends of Domestic
Airlines in Print in the year 2006.
(Note:
The entire analysis is based on Volumes in Column Centimeters)
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| Penetration
of Domestic Airlines in Aviation Sector on Print in year 2006
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| • A high 65%
share of ad volumes contributed by Domestic Airlines whereas
International Airlines had 35% share on Print in year 2006 |
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Growth in Domestic Airlines on Print in the year 2006
compared to 2004
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Compared to 2004, the year 2006 saw a 63% rise in ad volumes
of Domestic Airlines on Print
• Nearly equal ad volumes
by Domestic Airlines in the year 2005 and 2006 |
| Zone
used by Domestic Airlines on Print in the year 2006
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• Publications
from South zone had the maximum 38% share of ad volumes by
Domestic Airlines in the year 2006
• A high share of ad volumes in West zone with 32% share |
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Language used by Domestic Airlines in the year 2006
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English publications contributed the highest 78% share of ad
volumes by Domestic Airlines in the year 2006
• Hindi
publications had a 6% share whereas the rest 16% share belong
to Regional publications |
Genres
used by Domestic Airlines in Newspapers and Magazines for
the year 2006 |
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Among the Newspapers, high 74% share of ad volumes by Domestic
Airlines in General Interest genre followed by Business/ Finance/
Economy genre with 26% share in the year 2006
• In Magazines, equal 22% share of ad volumes by Domestic
Airlines in Business/Finance/Economy and General Interest-News/Current
Affair genre
• High share of volumes in Fashion & Lifestyle and
Entertainment genre of magazines also |
Type
of Cities preferred by Domestic Airlines in Newspapers in
year 2006 |
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• Metro city
newspapers accounts for 72% share of ad volumes by Domestic
Airlines in the year 2006
• Non-Metro city newspapers had a 19% share followed by
9% share of Mini-Metro cities |
| Contribution
of Full Service vs. Low Cost carriers on Print in the year
2006 |
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Full Service Airlines contributed 57% share of ad volumes whereas
43% share belong to Low Cost Airlines on Print in year 2006 |
Top
Domestic Airlines on Print in the year 2006 |
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• The Top 5
Airlines contributed 84% share of ad volumes on Print in year
2006
• Tough competition between Deccan Aviation and Jet Airways
with equal 26% share
• Kingfisher Airlines and Go Airlines had a share of 16%
and 10% respectively |
Promotions
used by Domestic Airlines on Print in the year 2006 |
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• Maximum 70%
share of ads used by Domestic Airlines for Brand Promotion and
27% share on Sales Promotions on Print in 2006
• Among the Sales Promotions, high usage of Price Promotions
with 62% share |
Brands
of Domestic Airlines that started advertising on Print in
year 2006 |
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• Among
the new entrants who launched their advertising on Print in
the year 2006, ‘Kingfisher First’ was on Top
• Other 2 new entrants were ‘www.jetairways.com’
and ‘Jet Airways Sky Screen’ which were the new
Airline services launched by Jet Airways
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| Watch out for forthcoming
interesting analyses in future. |
| (Analysis
from AdEx India- A Division of TAM Media Research)
For
more such analysis click here...
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