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Indiantelevision.com presents AdEx India Analysis


Advertising by Indian Domestic Airlines on TV (26 September, 2007)

Key Findings:

Domestic Airlines contributed 15 per cent in overall Airlines advertising on TV during January-August 2007.
Domestic Airline ad volumes dropped by 64 per cent in January-Auguat 2007 over January-August 2006.
Airlines advertised maximum in the month of May and June 2007.
Kids channels saw the largest advertising share.
FSC's (Full Service carriers) had an advertising share of 72 per cent whereas "No-Frills" airlines had 28 per cent share.
'Jet Airways' was the most advertised Airline on TV during January-August 2007.
Domestic Airlines focused their advertising in the Prime time band.
Tag Promo preferred to Commercials by Airlines.

Share of Domestic and International Airlines on TV during January-August 2007.

Domestic and International Airlines shared an advertising ratio of 15:85 on Television during January-August 2007.
Seven Indian Domestic and 24 International Airlines advertised during January-August 2007.

Volume growth of Domestic Airlines.

Domestic Airline advertising on Television declined by 64 per cent during January-August 2007 as compared to January-August 2006.
Indian Airlines being the only Domestic Airlines which showed a rise in advertising on TV during January-August 2007.

Monthly trend of advertising on TV during January-August 2007.

Post February, the airline advertising saw a rise and was at its peak during May-June 2007.
Jet Airways and Deccan Aviation were the two airlines which advertised the maximum during May and June.

Channel Genres used by Domestic Airlines.

Kids channels took the maximum Airline advertising share followed by English news and Sports channels during January-August 2007.
Jet Airways had a 100 per cent focus on kids channels.

Share of advertising by Full Service and Low Cost Airlines.

Full Service Carriers (Airlines) had a 72 per cent share in advertising, whereas "No-frills" Airlines had a 28 per cent advertising share.
Out of four FSC's, Jet Airways advertised the maximum whereas among the three LLC's Deccan Aviation led the advertising.

Major Domestic Airlines advertised on TV.

Out of all existing Domestic Airlines, only the above seven advertised on Television during January-August 2007.
Jet Airways took the lead with 36 per cent share, Kingfisher Airlines and Deccan Aviation followed in close competition.

Share of advertising by Domestic Airlines across Time Bands

Commercial vs. Tag Promo used by Domestic Airlines.

During January-August 2007, Domestic Airlines used Tag Promo and Commercials in the ratio of 67:33.
Maximum usage of Tag Promo by Jet Airways and Kingfisher Airlines.

Watch out for forthcoming interesting analyses in future.

(Analysis from AdEx India - A Division of TAM Media Research)