Airline advertising in print take flight
in 2007
|
|
|
|
|
| |
Highlights:
• 23% growth in Print advertising of the Airline
sector during 2007 compared to 2006.
• Airline sector advertising at its peak during the
3rd quarter of 2007.
• ‘General Interest’ Newspapers and ‘News/Current
Affairs’ Magazines had maximum share of Airline sector
advertising during 2007.
• Domestic Airlines garnered 69% share
of Airline sector advertising in Print during 2007.
• ‘Air India' and 'Deccan Aviation
Pvt Ltd' had close competition for the 1st position in the
Domestic Airlines advertisers list.
• ‘Emirates Airlines' was the top
advertiser among the International Airlines in Print during
2007.
|
|
|
(Note: The entire analysis is based on Col. Cms)
|
Growth in Ad Volumes of Airline sector
|
|
• Compared to 2006 Airline sector
advertising in Print grew by 23% during 2007.
|
|
Quarterly advertising share of Airline sector
|
|
|
• Equal advertising
share of Airline sector during the 2nd and 4th quarter across
2006 and 2007.
• ‘Air
India' accounted for more than half of Airline sector advertising
during the 3rd quarter of 2007.
|
|
Genre preference in Airline sector
|
|
|
• ‘General
Interest’ and ‘Business/Finance/Economy’
Newspaper were used in the ratio of 74:26 for the Airline
sector advertising during 2007..
• The
Top 3 Magazines Genres i.e. ‘News/Current Affairs’,
‘Business/Finance/Economy’ and ‘Travel’
accounted for 75% share of total Airline sector advertising
on Magazines. |
|
Share of segments of Airline sector
|
|
|
• Domestic Airlines and International
Airlines did print advertising in the ratio of 69:31 during
2007.
|
Growth in Ad Volumes of Airline segments
|
| |
|
• 27% rise in ad volumes
of Domestic Airlines whereas International Airlines ad volumes
grew by 14% in Print during 2007 over 2006.
|
Top Advertisers of Airline segments
|
| |
• Top 5 advertisers accounted for 86% share of Domestic
Airlines advertising in Print during 2007..
• Whereas the top 5 International Airline advertisers
contributed 54% share of total ad volumes of International
Airlines in Print..
• 'Air India' and ‘Emirates Airlines’
stood at number one position in the top advertisers list
of Domestic Airlines and International Airlines respectively
during 2007.
Note: The merger of Deccan
Aviation Pvt Ltd and Kingfisher Airlines Ltd took place
around mid of Dec ‘07 and so the two entities are
kept as separate advertisers in the study.
|
Advertising frequency of Airline sector in Print
|
|
• During 2007, 3% rise in Average number of ads of
Domestic Airlines advertised per day in Newspapers whereas
that of International Airlines it saw an 8% rise.
|
|
Advertising
share (Metro, Non Metro and Mini Metro) Newspapers
|
|
|
• International Airlines advertised more in Metro Cities
compared to Domestic Airline during 2007.
• Whereas Domestic Airlines had more share in Non Metro
and Mini Metro cities in comparison of International Airlines. |
|
For
more such analysis click here...
|
| |
