Domestic Airlines Advertising in Print during 1st half of
2006: AdEx study
Wednesday, September 20th, 2006
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Key Findings:
• A high 60% share garnered by Domestic Airlines in overall
Airlines Print advertising in Jan-June ‘06
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12% dip in Domestic Airlines Print advertising in Jan-Jun ’06
over Jan-Jun ‘05%
• South zone had the highest
38% share followed by 34% share in West zone
• Among
newspapers, highest advertising was in ‘General Interest’
newspapers. Among magazines, ‘In-Flight’ magazines
topped Domestic Airlines advertising in Jan-June ‘06
• ‘Deccan Aviation’ topped in Print advertising
in Jan-June ‘06 with 32% share
• Advertising
skewed towards newspapers in Metro cities
• Sales
Promotion had the highest 21% share in newspapers compared to
9% in magazines
This week AdEx India looks at the Print advertising of ‘Domestic
Airlines’ during the 1st half of 2006.
(Note: The entire analysis is based on ad volumes in Secondages)
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Share
of Domestic Airlines in Overall Airlines advertising in Print
in Jan-June 06
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• Out of overall Airlines
advertising, a high 60% share contributed by Domestic Airlines
in the 1st half of 2006
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| Growth
in Domestic Airlines Print advertising across the halves of
2004-06
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• Domestic Airlines saw
12% dip in Print advertising in Jan-June ‘06 over Jan-June
‘05
• Jan-June ‘05 saw a rise of 124% in Domestic Airlines
advertising over Jan-June ‘04
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Jan-June ‘05 saw a rise of 124% in Domestic Airlines
advertising over Jan-June ‘04
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• Inflow of international
travellers to India during the winter season brings huge number
of ads in Print
• Domestic Airlines advertising also peaked during summer
vacation in 2005
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| Zone
wise advertising share by Domestic Airlines in the 1st half
of 2006
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• South zone
had the highest 38% share of Domestic Airlines advertising in
Jan-June ‘06
• West zone followed with 34% share
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Type
of Publications used by Domestic Airlines in Newspapers and
Magazines in the 1st half of 2006
95:5 ratio of Domestic Airlines advertising in Newspapers
and Magazines |
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Among newspapers, General Interest dailies had the highest
70% share and rest 30% went to Business newspapers in Jan-June
‘06
• Maximum 29% advertising share cornered by ‘In-Flight’
magazines followed by Film magazines
• Jet Airways and Indian Airlines were the only two
airlines that used advertising share in their In-flight magazines
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Top Domestic
Airlines in Print in Jan–June 2006
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‘Deccan Aviation’ topped advertising with 32%
share in the first half of 2006
• ‘Jet Airways’ followed with 26% share
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| Share
of Domestic Airlines advertising in newspapers across Metro,
Mini Metro and Non Metro cities in Jan–June 2006 |
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• Huge 72% share of Domestic Airlines advertising in
Metro newspapers in the 1st half of 2006
• Mini-metro cities had 10% share of ads from Domestic
Airlines |
Share
of Promotions used by Domestic Airlines in Print in Jan–June
2006
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Maximum usage of Sales Promotions in Newspapers compared to
Magazines in Jan-June ‘06
• In Sales Promotion, nearly 70% share of ads used Price
Promotion
• Other 3 promotions used are Combination Promotion,
Contest Promotion and Add-on Promotion
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Watch out for
forthcoming analyses. |
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| (Analysis
from AdEx India-A Division of TAM Media Research)
For
more such analysis click here...
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