Domestic airlines advertising in print drop
36 pc in Jan-May 2008 – AdEx Analysis
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Subject: Overview of Domestic Airlines advertising in
Print during Jan-May ‘08
(Note: The entire analysis is based on Col*Cms) |
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Highlights:
• Print ad volumes of Domestic Airlines
declined by 36% in Jan - May '08 compared to the same
period in 2007.
• ‘Full Service’ Domestic Airlines
had maximum share of overall advertising of Domestic
Airlines in Print.
• ‘Kingfisher Airlines Ltd' was the top
advertiser under Domestic Airlines sector in Print during
Jan - May '08.
• Domestic Airlines did maximum
advertising in Metro Newspapers during Jan - May '08.
• Contest Promotional ad
campaign was preferred more for advertising of Domestic
Airlines in Print during Jan -May '08. |
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Share of Airlines sector (Domestic vs. International) in Print
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• During Jan - May '08, International
and Domestic Airlines print advertising was in the ratio of
57:43.
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Volume Growth of Domestic Airlines in Print during Jan-May'08
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During Jan - May '08, Domestic Airlines advertising drop down
by 36% in Print compared to Jan - May '07.
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Monthly advertising share of Domestic Airlines
in Print
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• Maximum Print advertising of
Domestic Airlines during the month of March 2008.
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Share of Domestic Airlines (Full Service vs. Low cost)
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• During Jan - May '08, Full Service
and Low Cost Domestic Airlines did print advertising in the
ratio of 69:31.
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Key advertisers of Domestic Airlines in Print during Jan-May
'08
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• ‘Kingfisher Airlines Ltd'
led with 44% share of Domestic Airlines ad pie in Print followed
by 'Jet Airways (I) Pvt Ltd' and 'Spicejet Ltd' with 24% and
16% share respectively during Jan - May '08.
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Domestic
Airlines used Newspapers and Magazines in an advertising ratio
of 97:3. |
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Share of Domestic Airlines in Newspapers (Metro, Non Metro
and Mini Metro)
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Domestic Airlines advertised maximum in Metro Newspapers followed
by Non Metro and Mini Metro Newspapers with 25% and 9% share
respectively.
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Sales Promotional Ad Campaign under Domestic Airlines during
Jan-May '08
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• During Jan - May '08,
maximum ads of Domestic Airlines were based on 'Contest Promotion'
i.e. with 46% followed by 'Discount Promotion' and 'Multiple
Promotion' with 26% and 14% share respectively.
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