Airlines sector advertising
in print dips 15 pc during 2009: AdEx Analysis
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Subject: Snapshot of
‘Airlines’ sector advertising in Print during
2009
(Note: The entire analysis is based on Col*Cms)
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| Highlights:
• Print advertising of ‘Airlines’
sector has decreased by 15% during 2009 compared
to 2008.
• Maximum advertising
of ‘International’ Airlines in Print
during 2009.
• In Print, ‘Emirates
Airlines’ led the advertising of ‘International’
Airlines and ‘Spicejet Ltd’ was the
top advertiser of ‘Domestic’ Airlines
during 2009.
• ‘News/Current Affairs’
magazines were preferred the most for advertising
of ‘Airlines’ sector during 2009.
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Volume
Growth of ‘Airlines’ sector in Print |
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• During 2009, ‘Airlines’ sector has seen
de growth of 15% in its Print ad volumes compared to same
period in 2008. |
Share
of International and Domestic Airlines in Print |
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• ‘International’ and ‘Domestic’
Airlines advertising was in the ratio of 82:18 in overall
Print advertising of ‘Airlines’ sector during
2009. |
| Volume
Growth of International and Domestic Airlines in Print |
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• Compared to 2008, Print advertising of ‘International’
Airlines has seen growth of 10% and ‘Domestic’
Airlines recorded a de growth of 59% during 2009.
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| Top
Advertisers of International and Domestic Airlines in Print |
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• ‘Emirates Airlines’ had the highest share
i.e. 28% of overall TV advertising of ‘International’
Airlines followed by ‘Air India’ and Lufthansa’
with 24% and 6% share respectively during 2009.
• ‘Spicejet Ltd’ with 37% share led advertising
of ‘Domestic’ Airlines in Print followed by ‘Indigo’
Airlines and ‘Jet Airways (I) Pvt Ltd’ with 17%
and 15% share respectively during 2009.
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Share
of Airlines sector on Newspapers and Magazines |
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• ‘Airlines’ sector advertising on Newspapers
and Magazines was in the ratio of 88:12 during 2009.
• ‘News/Current Affairs’ magazines accounted
for 41% share of overall ‘Airlines’ sector advertising
in magazines followed by ‘Business/Finance/Economy’
and ‘Fashion & Lifestyle’ genres with 24%
and 7% share respectively during 2009.
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Advertising
of Airlines sector on Metro/Non Metro/Mini Metro Newspapers |
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• ‘Metro’
Newspapers with 63% share led ‘Airlines’ sector
advertising in Newspapers followed by ‘Non Metro’
and ‘Mini Metro’ Newspapers with 21% and 17% share
respectively during 2009.
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Contribution
of Sales Promotional Ad campaigns for Airlines sector in Print |
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| • ‘Tariff
Offers’ contributed for 72% of total number of Sales Promotional
ad campaigns used for advertising of ‘Airlines’
in Print followed by ‘Contest Promotion’ and ‘Discount
Promotion’ with 11% and 8% 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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