Domestic Airlines
advertising on TV in the year 2006
(3 April, 2007)
Key
Findings:
33
per cent share of ad volumes garnered by Domestic Airlines in
Aviation Industry on TV in year 2006.
2.7
times increase in ad volumes of Domestic Airlines on TV in the
year 2006 over 2005.
Maximum ads by Domestic Airlines in the fourth quarter in the
years 2005-2006.
Advertising
skewed towards Business channels.
86
per cent share contributed by Full Service Airlines whereas
Low Cost Airlines had a 14 per cent share.
'Kingfisher
Airlines' ruled advertising on TV with a high 74 per cent share
in the year 2006.
Prime
Time saw the maximum ads by Domestic Airlines.
36
per cent share of ads used by Domestic Airlines on Tag Promo
and 64 per cent on Commercials.
This
week, AdEx India looks at the advertising trends of the Domestic
Airlines in the year 2006.
Penetration
of Domestic Airlines in Aviation Industry on TV in year 2006
International Airlines had the highest 67 per cent share of
ad volumes whereas Domestic Airlines contributed 33 per cent
share on TV in the year 2006.
Growth
in advertising of Domestic Airlines on TV in the year 2006 compared
to previous year.
Domestic Airlines saw a high 2.7 times growth in ad volumes
on TV in the year 2006 over the previous year.
Seasonality
trend of advertising by Domestic Airlines on TV.
The
fourth quarter across the years 2005-2006 saw the maximum ads
by Domestic Airlines on TV due to travel of International travelers
to India during the Winter season.
2006
also saw high number of ads in the first quarter.
Contribution
of advertising in National and Regional channels in year 2006.
Advertising
skewed towards National channels with 90% share of ad
volumes in the year 2006.
Among
the Regional zone, Southern channels had the maximum
share.
Channel
Genres used by Domestic Airlines in the year 2006.
Business
channels had the maximum 24 per cent share of ad volumes
in the year 2006.
News and Infotainment channels also had a high share
of advertising.
Contribution
of Full Service vs. Low Cost Airlines on TV in the year
2006.
Full
Service Airlines had the maximum 86 per cent share of
ad volumes whereas Low Cost Airlines had a 14 per cent
share on TV in the year 2006.
Domestic Airlines advertised on TV in the year 2006.
Six
of the Domestic Airlines advertised on TV in year 2006.
Kingfisher
Airlines leads advertising with 74 per cent share on
TV.
Jet
Airways at second position followed by Deccan Aviation
with 12 per cent and 9 per cent share respectively.
Day
Parts used by Domestic Airlines on TV in the year 2006.
Prime
Time had the maximum 28 per cent share of ads by Domestic
Airlines on TV in the year 2006.
Afternoon
time band also saw a high 25 per cent share.
Domestic
Airline brands who launched their advertising on TV in the
year 2006.
Four
of the Airline brands launched their advertising on
TV in the year 2006.
Airlines
of Kingfisher, SpiceJet and MDLR were the new entrants
on TV in the year 2006.
Commercials
vs. Tag Promo share of usage by Domestic Airlines in year
2006
Domestic
Airlines used 64 per cent of their ads in Commercials
and 36 per cent for Tag Promo on TV in the year 2006.
Watch
out for forthcoming interesting analyses in future.
(Analysis
from AdEx India - A Division of TAM Media Research)
33
per cent share of ad volumes garnered by Domestic Airlines in
Aviation Industry on TV in year 2006.
