Airlines category advertising trend in Print medium in 2005:
AdEx study
June 23, 2006
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Key
Findings:
•‘Airlines’ category saw a jump of 53% in
Print advertising, while TV advertising of the category dropped
by 2% in 2005
• The category grew considerably in 2005 over
2004 with 51% rise in Domestic Airlines advertising and a
push of 54% in International Airlines advertising
• Domestic and International Airlines advertising
in print peaked during holiday season in 2005
• Besides general interest, business publications
formed a significant share of Airlines advertising
• ‘Deccan Aviation’ and ‘Emirates
Airlines’ stood in 1st place in Q1 2006
• ‘Airlines’ piggy backed on Price
Promotions as part of their Sales Promotion activity
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| This week
the AdEx India analysis on ‘Airlines’ category has
been divided into Domestic and International Airlines advertising.: |
Growth
of Airlines advertising since 2003-05 in Press and TV and
split of the mediums in ‘05 |
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In
‘Airlines’ category, TV advertising volumes dipped
by 2% whereas Print advertising went up by 53% in 2005 over
2004. Print advertising constituted 62% of the category advertising
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Trend
of Domestic and International Airlines advertising since 2002-05
in Print |
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| Domestic
Airlines advertising went up by 51%, while International Airlines
advertising grew by 54% in 2005 in Print |
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| Quarterly
trend of Domestic and International Airlines advertising in
Print |
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| In
2005, Domestic Airlines amplified print advertising during
the summer months, while International Airlines cashed in
on the holiday season in Oct-Dec. |
Publication
Nature preferred by Domestic and International Airlines in
Print advertising in 2005 |
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| Newspapers
were the evident choice of Airlines print advertising with
94% share |
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| Publication
Genre used by Domestic and International Airlines in ‘05 |
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| Besides
general interest and business publications, Domestic Airlines
used 13% of ad space in In-flight magazines whereas International
Airlines featured 9% of their ad volume in Travel magazines |
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Zonal
Share of Domestic and International Airlines Print advertising
in 2005 |
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Domestic
and International Airlines focused their volumes in Southern
and Western publications
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Share
of Airlines advertising in Metro city and non metro city publications
in ‘05 |
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Both
Domestic and International Airlines advertisers directed more
than 75% of their ad volumes towards Metro city publications |
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Top
Airlines advertisers in Print in Q1 ‘06 |
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‘Deccan
Aviation’ took the No. 1 Rank with 36% share, while
‘Emirates Airline’ led International Airlines
with an untouchable share of 32% in Q1 ‘06 |
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Promotions
used by Airlines advertisers to woo high fliers |
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Although
Brand Promotions formed the larger chunk of the pie, Sales
Promotions were right behind at 20% of Domestic and 22% of
International Airlines advertising |
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Print
ad layout Innovations utilized by Airlines advertising in
Print in 2005 |
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Print
ad layout Innovations are the unique shapes and sizes of advertisements
used in Print Advertising. Want to know more? Click
here |
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Mumbai
and Pune were the only cities to carry both Domestic and International
Airlines Print ad layout Innovations |
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| We will be coming
out with similar analyses on other categories in the coming
days. |
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| (Analysis
from AdEx India- A Division of TAM Media Research)
For
more such analysis click here...
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