Did dipping
air fares push TV ad spends higher for Airlines advertisers?
(20 June, 2006)
Key
Findings
While
'Airlines' print advertising grew by more than 50 per cent, TV
advertising in the category dipped by 2% in 2005 compared to 2004
International
Airlines formed the larger chunk of the pie with 89 per cent of
'Airlines' TV advertising in 2005
Apart
from News Channels, Domestic Airlines preferred 'Entertainment
Channels' whereas International Airlines focused on 'Infotainment
Channels'
Kingfisher
Airlines' and 'British Airways' were the top advertisers of Q1
2006
This
week AdEx India analyses 'Airlines' category, which has been divided
into Domestic and International Airlines advertising for this
particular analysis.
Growth
of Airlines advertising since 2003-05 in Press and TV and split
of the mediums in Airlines advertising in '05
62%
of Airlines advertising was featured in Print in 2005, 'Airlines'
TV advertising dipped by 2 per cent whereas Print advertising
went up by 53 per cent in 2005 over 2004
Trend
of Domestic and International Airlines advertising since 2002-05
on TV
Domestic
Airlines advertising went down by 49 per cent, while International
Airlines formed 89 per cent of Airlines advertising on TV in 2005
Quarterly
trend of Domestic and International Airlines advertising on TV from
2003-05
Huge
advertising by Domestic Airlines during July-September months, International
Airlines advertising was the maximum in the last quarter
Zonal
Share of Domestic and International Airlines TV advertising
in 2005
Small
share of 'Domestic Airlines' advertising on Southern and
Eastern ChannelsThe Top 10 spending Categories and their
share of advertising on Regional Channels for 2005
Channel
Genre preferred by Domestic and International Airlines in
2005
22%
share by Domestic Airlines on 'Entertainment channels' (i.e
mainly in Feature Films) after News Channels; International
Airlines uses 27% share on 'Infotainment channels' (focuses
on Nature/Wild Life/Environment programs).
Top
Airlines advertisers on TV in the years 2005 and Q1 2006
'Deccan
Aviation Pvt. Ltd' (74%), the top advertiser of 2005 was
beaten by 'Kingfisher Airlines Ltd' (74%) in Q1 '06, 'British
Airways' stayed in first place in 2005
Time
bands preferred for Airlines advertising on TV in 2005
42%
of Domestic Airlines and 36% of International Airlines advertising
could be seen during 'Prime time' in 2005
We
shall be coming out with similar analyses on other categories
in the coming days.
(Analysis from AdEx India - A Division of TAM Media Research)
