• Investment World
• eWorld
• Brand Line
• Mentor
• Life
• Canvas
• Praxis
• Urban Pulse
• Brand Quest
• The New Manager

Stocks

• Quotes
• SE Diary
• Scoreboard
• Open-End Mutual Fund

Cross Currency

• Rates
  
  

Shipping

• Ports
  
  

Archives

• Yesterday
• Datewise
• Resources
• In Focus
• In Depth

Group Sites

• The Hindu
• The Hindu ePaper
• Business Line
• Business Line ePaper
• Sportstar
• Frontline
• The Hindu eBooks
• The Hindu Images

Our Bureau

Chennai May 3 Although a host of aviation companies have entered the Indian skies hoping to cash in on the yet untapped potential for air travel in the country, foreign airlines still take the lion's share of ad volumes on TV.

According to a recent study, domestic airlines accounted for just 33 per cent of the total advertising volume on TV during 2006; the lion's share of 67 per cent is still accounted for by the international carriers. Advertising volumes are based on secondages.

Of the total TV advertising volume accounted for by the domestic carriers, Kingfisher Airlines accounted for 74 per cent, followed by Jet Airways ( 12 per cent), Deccan Aviation (9 per cent), SpiceJet (4 per cent) and others (0.9 per cent).

According to the study by TAM Media Research Pvt Ltd, during 2006, the full-service carriers had an 86 per cent share of the advertising as compared to low-cost carriers with a 14 per cent share.

However, the advertising volume for the year 2006 grew 2.7 times over that in 2005.

TV advertising by domestic airlines showed seasonal trends; the fourth-quarters across the years 2005-06 saw the maximum number of ads, coinciding with the influx of international tourists into the country during the winter season.

Further, 90 per cent of the advertising by aviation companies was on the national channels. Of this, the business channels had a 24 per cent share in ad volumes followed by English News channels (19 per cent), infotainment (18 per cent), and Hindi News (17 per cent). Among the regional zones, the southern channels had the maximum share, the study said.

More Stories on : Advertising | Airlines

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Radio Today's new FM station to talk, not sing

Copyright © 2007, The Hindu Business Line. Republication or redissemination of the contents of this screen are expressly prohibited without the written consent of The Hindu Business Line