Our Bureau

Chennai, Jan. 17

ADVERTISING on television by domestic airline companies rose from just over Rs 2 crore to about Rs 6 crore in 2004, a whopping 96 per cent of which was spent by the Government-owned Indian Airlines.

Print spends, on the other hand, rose a mere 7 per cent to Rs 27.03 crore this year, with Jet Airways accounting for over 37 per cent, Indian Airlines 29 per cent, Air Sahara 23 per cent. New entrant Deccan Aviation accounted for the rest.

Deccan Aviation Pvt Ltd accounted for just under 4 per cent of the TV spends while the remaining 0.3 per cent was Jet Airways' share.

The category has increased its share in the total television advertising pie, with the 2004 figure standing at 0.12 per cent, more than the 0.05 per cent it clocked in 2003.

According to AdEx India, a division of TAM Media Research, which compiled the figures, the increase in spends could be a result of the kind of action that was seen in the domestic aviation sector: entry of more players and competition on the price front, among others.

The third quarter of 2004 saw most of the activity on TV, with 93 per cent of the budget spent during that period. By comparison, the spends were more even during 2003, with the first four quarters accounting for 33 per cent, 21 per cent, 36 per cent and 9 per cent, respectively.

Unlike in TV, print spends were concentrated around the first quarter.

(This article was published in the Business Line print edition dated January 18, 2005)
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