Airline sector advertising
in print drops 17 pc in Jan-Apr ’09: AdEx Analysis
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Subject:
Overview of Airline sector advertising in Print during Jan-Apr
‘09
(Note: The entire analysis is based on Col*Cms)
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Highlights:
• Print advertising of Airline
sector has seen a decline of 17% during Jan-Apr
'09 compared to Jan-Apr '08.
• International
Airlines contributed for high share of
Airline sector advertising in
Print during Jan-Apr '09.
• International
Airlines has seen a growth of 23% in
its Print ad volumes during Jan-Apr '09 compared
to Jan-Apr '08.
• Whereas, Print ad volumes of Domestic
Airlines has decreased by 70% during Jan-Apr
'09 over Jan-Apr '08.
• Air
India and Spicejet Ltd
were the top advertisers in Print advertised under
International and Domestic Airlines
respectively during Jan-Apr '09.
•
Airline sector advertising skewed
towards Metro Newspapers during
Jan-Apr '09. |
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Volume Growth of Airline sector
in Print during Jan-Apr ‘09
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Compared to Jan-Apr '08, Print ad volumes of Airline sector
recorded a drop of 17% during Jan-Apr '09. |
Share
of International and Domestic Airlines in overall Airline
sector advertising in Print |
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International Airlines had largest share
i.e. 85% of the overall Airline sector Print
ad pie followed by the Domestic Airlines
with 15% share during Jan-Apr '09.
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| Volume
Growth of Airline segments in Print during Jan-Apr ‘09 |
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• Compared to Jan-Apr '08, Print advertising of International
Airlines grew by 23% during Jan-Apr '09.
• Domestic Airlines has recorded 70%
decline in its Print ad volumes during Jan-Apr '09 over Jan-Apr
'08.
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| Top
Advertisers in Domestic and International Airlines in Print
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• Top 5 advertisers contributed for 85% of overall
International Airlines Print ad pie during
Jan-Apr '09, where 'Air India', 'Emirates Airlines' and
'Qantas Airways' were the Top 3 advertisers.
• 'Spicejet Ltd', 'Indigo Airlines' and 'Kingfisher
Airlines Ltd' were the Top 3 advertisers of Domestic
Airlines in Print during Jan-Apr '09.
• Top 5 advertisers of Domestic Airlines
accounted for 94% share in Print during Jan-Apr '09.
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Airline sector
advertising in Newspapers and Magazines was in the ratio of
93:7. |
| Usage
of Sales Promotion for Airlines ads in Print
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• 'Tariff Offers' had the highest
share (88%) of overall Sales Promotional ad campaign of Airline
sector in Print followed by 'Multiple Promotion' and
'Combination Promotion'.
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| Share
of Airline sector advertising in Metro, Non Metro and Mini
Metro Newspapers |
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During Jan-Apr '09, maximum advertising of Airline sector i.e.
70% was on ‘Metro’ Newspapers followed by ‘Non
Metro’ Newspapers and ‘Mini Metro’ Newspapers
with 20% and 11% share respectively.
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| The
second part of 10 –year round-up of Print Media advertising
will include brief on Performance of Brands in Print, New Brands
of 2008… |
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