Transport
How do you reach the fine upper-class businessmen with your advertising? How do you make
them remember your brand and new products? Go for in-flight media – the possibilities are vast
and the effectiveness...well, it is enormous. Come and read about the latest trends in in-flight advertising and compare the prices of the worldwide airlines.
Rates for In-flight Magazine Advertising
Apri l, 2008
T r a n sport: Rate s for In-f lig ht Magazine Adv e r ti sing
IN-FLIGHT MEDIA:
TAKING THE CAPTIVE
AUDIENCE FOR GRANTED?
Airbus says traffic will treble in 20 years, all of which bodes well
for those brands seeing value in the space between check-in
and seats on the plane.
As well as convincing new names in travel, banking and
luxury goods to spend on in-flight advertising, such figures are
convincing existing advertisers to dig deeper. Boucheron, Chanel and Hermes tripled their pagination in in-flight magazines
last year. Diesel perfumes and Zilli fashion house doubled their
spend, and Shiseido and Biotherm spent more on in-flight ads
than in 2006.
Ad pages on in-flight typically come at a much lower cost per
thousand than the pan-regional news and business magazines,
and certainly less than the glossy consumer mags. Aurélie
Clement, marketing manager of the Inflight Marketing Bureau
and of IMM International, which handles in-flight media sales
for 85 airlines, says the magazines are read for an average of
30 minutes. Scott Nelson, agency planning manager at Inviseo,
which sells space on the underside of tray tables on Ryanair
and German Wings flights, says ads are in front of passengers
for at least 40 minutes – the time they have to have the tables
and seats up for take-off and landing.
In an effectiveness study in November, in which subjects
were asked, on returning from a free flight, about the advertising they’d seen, Nelson says 28 % spontaneously recalled Sony
Ericsson, which had been in the tray table space on the flight.
In the EMS media consumption survey of upmarket and influential Europeans, in-flight magazines always emerge as widely
read. Air France’s magazine, for instance, has a reach of 2.7 %,
and Ryanair’s 2.2 %, compared with 2 % for the Economist and
2.7 % for Time.
The
argument in favour of targeting air passengers has
always been that they are a captive and highly desirable audience with little to do but read or watch what’s put in
front of them. But now that budget airlines are providing much
of the growth in passenger numbers, and there are so many
ways to hit travellers with advertising in the air, is the impact of
in-flight being jeopardised?
The opportunities to reach passengers during flight have
become more varied. There are still magazines and films, but
beyond that are stickers on overhead luggage lockers, branded
boarding passes, seat backs, napkins, menus, amenity kits,
meal-tray cards, branded TV content and on-screen information, even branded ice-creams and giant outdoor ads under
flight paths, so they can be seen by passengers looking out of
the window as they land.
«All that seems to be missing on board is an opportunity to
sponsor the captain’s welcome and brand the bathrooms, although I suspect both are or have been in discussion,» says
Kate Williams, managing director Europe for Columbus Media
International.
Advertising spend in the air has risen as the number of routes
and passengers have gone up.
Inflight Marketing Bureau (IMB) figures show the total spend
on in-flight magazines rose last year from €326m to €357m.
The rate of growth was even faster in Asia. The International Air
Transport Association (IATA) is forecasting growth in passenger
numbers averaging 5.2 % worldwide between 2007 and 2011;
New marketing opportunities become
available, including:
Print: In-flight Magazines, Meal Tray Cards, Entertainment
Guides, Duty Free/Shopping Guides, Frequent Flyer
Magazines
TV: Movies, Daily News & Short Features, Radio / Audio, Air
show, Programme Sponsorship
Ambient Media: Menu Cards, Scrolling Messages on LCD
Screens, Lounge Promotions, Branding on Lounge Invitations, Coasters & Napkins, Product Samplings, Aircraft
Lockers, Cards in Seat Pocket, Ticket Wallets, Refreshing
Towels, Cards with Headphones, In-flight Distribution,
Joint Promotional Events, Target Group Customer Workshops
http://www.ssm.co.uk/
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Apri l, 2008
T r a n sport: Rate s for In-f lig ht Magazine Adv e r ti sing
«People wouldn’t invest in it if they didn’t think it worked,»
says Sally Emms, managing director (EMEA) of Aviator, Kinetic’s specialist in-flight and airport unit. Investec, the banking
group, uses in-flight video screens on Virgin Atlantic for branding ads. Raymond van Niekerk, its global head of marketing,
says that its high-end target audience is a good match with the
international air traveller.
By Jo Bowman
http://www.mandmglobal.com/
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Apri l, 2008
T r a n sport: Rate s for In-f lig ht Magazine Adv e r ti sing
THE EFFECTIVENESS
OF IN-FLIGHT MEDIA
A
irline in-flight media, such as in-flight magazines and television programming, are widely read or viewed by frequent
flyers, according to a custom research study by Arbitron Inc.
According to their In-flight Media Study, conducted on behalf of
Pace Communications, the publisher of the airline magazines
for Delta Air Lines, United Airlines and US Airways, 80 percent
of frequent flyers have read or looked through their airline’s inflight magazine in the past month. Seventy-one percent of frequent flyers say that because they are on a plane, they read the
in-flight magazine more closely than magazines they pick up
at other locations. More than half, or 52 percent, who typically
take flights that offer television programming, say they usually
watch it and 44 percent have watched in-flight television in the
past month.
Frequent flyers are defined as the affluent and upscale travelers who take multiple trips per year and account for a majority of airport advertising impressions. Frequent flyers are a
very select group of people. They are successful professionals
with sophisticated tastes and the income to pursue their interests. These qualities make them a desirable customer base for
myriad of industries, including high-end personal goods and
business-to-business services. But the same traits that make
them attractive consumers also limit their exposure to traditional
advertising platforms.
«Our research into frequent airline travelers shows that aside
from being upscale professionals, they are also busy people
who devote less time to traditional media and are more likely to
use on-demand media devices that may limit commercial expo-
The Audience
The study examines the effectiveness of in-flight magazines
and television as marketing tools to reach affluent travelers. Its
goal was to measure the frequent flyer’s level of engagement
with these media and determine their performance as advertising vehicles. For this study, the researchers focused exclusively
on frequent flyers, the target for most in-flight media, and delved
deeply into their relationship with airline magazines and video
entertainment offerings.
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Apri l, 2008
T r a n sport: Rate s for In-f lig ht Magazine Adv e r ti sing
sure,» said Diane Williams, Arbitron Product Manager, Custom
Research. «These findings show that in-flight media such as
airline magazines and television place traditional advertising
in front of these elusive consumers at a time when they have
fewer distractions, making these forms of media highly attractive to advertisers.»
Highlights of the Study
• The majority of frequent flyers read the airline’s in-flight
magazine. Ninety-one percent of frequent flyer program
members have read or looked through their airline’s in-flight
magazine in the past six months, and 80 % have read it in the
past month. Forty-six percent of frequent flyers have looked
through the airline magazine on at least three out of their
past four flights.
• Readers spend an average of 30 to 40 minutes reading or
looking through the airline’s in-flight magazine. On a general
flight, airline magazine readers estimate they spend an average of 31 minutes with the publication. Those who had read
the current month’s magazine estimate they spend more
than 39 minutes reading or looking through that issue.
• Most readers feel they pay closer attention to the in-flight
magazine because they are on a plane. Seventy-one percent of airline magazine readers agree (strongly or somewhat) that because they are on a plane, they read the in-flight
magazine more closely than magazines they pick up at other
locations.
• Close to seven out of 10 in-flight magazine readers have
acted upon information they read in the airline’s periodical.
Sixty-eight percent of readers have acted upon information
they saw in the in-flight magazine, 64 % have written down
information or ripped out a page to keep, and half (50 %)
have taken the magazine with them upon exiting the plane.
• Three-quarters of those who read or looked through the current month’s issue could recall the advertisement for Bose.
Fifty-three percent of those who read the current issue of the
in-flight magazine remembered seeing an advertisement for
Bose without being aided by a visual. Recall of the advertisement rose to 74 % when copy from the ad was displayed.
• Nearly 60 % of frequent flyers usually watch the in-flight television programming when it is available. Fifty-eight percent of
airline program members who typically take flights that offer
television programming usually watch it; 44 % have watched
in-flight TV programs in the past month. Thirty-six percent of
those who take flights that offer video entertainment have
watched it on at least three out of their past four flights.
• Half of those who recently watched in-flight video entertainment could recall specific ads shown. Forty-nine percent of
those who had watched in-flight television programming in
the past month could recall seeing a commercial for either
Panasonic Toughbook or
Intercontinental Hotels Group.
(Excerpts from The Arbitron In-Flight Media Study 2006)
http://www.arbitron.com/
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Apri l, 2008
T r a n sport: Rate s for In-f lig ht Magazine Adv e r ti sing
ADS ON IN-FLIGHT TVS REACH
CAPTIVE AUDIENCES
fore movies, says Joe Carreira, vice president of DMX. Ads
used with in-flight TV are aired before and within the program. Frequency of showing is up to the advertiser, though
Lindsay-Bush says most passengers only watch the movie
once. Movies are generally shown on flights lasting over
four hours. That can vary from airline to airline says Rob
Brookler, spokesperson for the World Airline Entertainment
Association (WAEA).
In-flight entertainment advertising is often packaged with
other in-flight media like airline magazines. Creative is provided by advertisers. «Customized spots for in-flight are quite an
exception in the in-flight world,» Carreira says. «Network and
cable TV spots fit well within the presentation format of video in
in-flight.» Average spots are 30 or 60 seconds, Lindsay-Bush
says.
«Creative varies, but for the most part when talking about a
major brand they’re probably going to use the same creative
for other media because in a marketing campaign so much
depends on a particular look and message,» Brookler says.
Branding is the primary objective of in-flight advertising. Targeting business travelers is consistent year round, Carreira
says. «However, leisure-focused advertising demand increases in July and August and again in December, making availability scarcer.»
A
dvertising targeting air travelers extends beyond the airport into planes’ interiors. Onboard broadcast messages –
wrapped around in-flight entertainment – are today available on
most major airlines. July and August are the airlines’ busiest period of vacation travel. To find out how to get your ad on board,
read on.
Research
«Research that we have conducted suggests that on a global
basis more advertising is placed near the news than the movies,» says Wale Adepoju of Inflight Management Development
Centre. «Yet viewership by passengers is reverse. In the international market some 78 percent of passengers watch the
movies, while the news viewership can vary between 25 percent and 60 percent, depending on variables such as time of
day and time shown during flight.»
How it works
Advertisers can directly contact the airline or work with one of
the media companies. Many airlines will refer advertisers back
to the media company they’re working with.
Media companies usually provide both in-flight entertainment
and advertising. In addition to movies, entertainment can include television, radio and other programming like short videos
on subjects like current events or health. Sports and news coverage are commonly included.
Movies can be shown on individual screens or on big screens.
Advertisers can generally choose to be on all screens, or to
target first class where it’s more likely that passengers will
have access to individual screens. Ads are normally packaged
around genres of programming like news.
«The only thing seen straight after takeoff is news, and
everyone sees it,» says Sarah Lindsay-Bush, sales director for SpaFax’s London office. Ads are generally shown be-
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Apri l, 2008
T r a n sport: Rate s for In-f lig ht Magazine Adv e r ti sing
Up to 90 percent of passengers watch or listen to in-flight
entertainment or read in-flight magazines at some point during
their flight. Factors affecting usage include the length of journey,
the quality of the in-flight entertainment and cabin class. First
class was found to access short feature programming more
than other classes, while 80 percent of economy class travelers chose movies, according to passengerresearch. com. More
than 100 airlines worldwide show in-flight movies. «Sponsorship is on the increase, especially where the sponsoring brand
owns the content and is looking to raise awareness using targeted airlines,» Adepoju says.
What product categories do well?
«Business to business is the primary category,» Lindsay-Bush
says. Other categories include computers, fashion retailers, financial, technical, automotive manufacturers, hotels and other
travel-related products and services. «Also, high-end luxury
items,» Carreira adds.
Rates for In-flight TV spot:
Airline
Passengers
per month
Languages
Rate for a
30’’ spot
AIR FRANCE
1 174 265
French / English
13 000 €
AUSTRIAN
254 000
German / English
4 800 €
BRITISH AIRWAYS
1 120 000
English
43 443 €
ČSA
8 750
Czech / English
4 111 €
FINNAIR
161 500
Swedish / English
3 500 €
IBERIA
2 327 734
Spanish / English
7 600 €
LUFTHANSA
1 000 000
German / English
19 500 €
SAS
136 000
English / Swedish
7 952 €
SWISS
190 000
English / French
7 665 €
TAP
n/a
Portuguese / English 4 800 €
CONTINENTAL AIRLINES 1 400 000
English
12 675 €
DELTA
346 051
English
2 448 €
SOUTHWEST AIRLINES
700 000
English
4 860 €
UNITED
680 000
English
5 314 €
US AIRWAYS
42 000
English
3 110 €
AIR CHINA
2 000 000
Chinese / English
19 281 €
JAL
1 224 904
Japanese / English
64 980 €
http://www.imm-international.com/
Demographics
Business travelers are airlines’ most frequent passengers.
Air travelers, especially in premium cabins, are a mix of affluent and high-level decision-makers, according to passengerresearch. com. «Air travel is hugely business, with 70 percent of all
passengers,» Lindsay-Bush says. «On average, 80 percent of
business air travelers are in a high-income bracket,» she says.
Additionally, 60 percent are male. Further targeting business
travelers is by age, at 30 to 55 years. «Demographic groups
can be targeted by positioning ads,» Lindsay-Bush says. «Positional opportunities target economy class or first class. ”
By Kathy Prentice (Media Life)
http://www.medialifemagazine.com/
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Apri l, 2008
T r a n sport: Rate s for In-f lig ht Magazine Adv e r ti sing
AIRLINE PASSENGERS:
THE FAVOURITE SHOPPERS
sume significantly more products, when compared to the national average.»
Average prompted recall of advertising across the six broad
consumer categories was 10 % higher amongst airline passengers than the national average. Brands performing particularly
strongly on prompted recall included Apple, Sony Ericsson and
Hilton Hotels each scoring increases of more than 15 % when
compared to the UK population.
When asked; «Have you used this brand during the last 6
months?» airline passengers were on average 41 % more likely
to have used one of the brands surveyed than the UK population. The best performing category was hotels, followed by the
automotive and beverage sectors.
Dominic Stead, CEO of InviseoMedia said: «Brands that invest in targeting airline passengers are earning a very healthy
dividend in terms of awareness and purchase behaviour. «He
adds: «The research also shows that passengers who fly lowcost airlines have remarkably similar brand preferences when
compared to their full-service counterparts. Furthermore, it’s
much easier to reach passengers flying low-cost carriers; budget airlines are much more open to advertising opportunities
within their cabins which are free of message-clutter and hold
captive and premium audience.»
A
major independent study into the effectiveness of advertising to airline passengers and their buying behaviours
reveals that this group is on average 10 % more likely to recall
advertising and 41 % more likely to have purchased the brand
advertised than the national average.
The study carried out for in-flight media company InviseoMedia by iCD Research questioned a nationally representative
sample of 2000 UK adults – all of whom had flown during the
last 6 months – on their recall of advertising and their recent
buying behaviours from a basket of 42 major brands.
Paul Dixon Managing Director of iCD who carried out the research said: «UK air passengers are a brand manager’s dream.
Consumers, who fly, take more notice of advertising and con-
Prompted advertising exposure in the last 6 months:
Brand National Airline % Variance
Categories
Average Passengers
Tray-table Effectiveness
Compelling independent research conducted for Sony
Ericsson into the effectiveness of a new form of in-flight
media has revealed several startling results: consumers’
spontaneous brand recall, their understanding of the
advertising message and their product purchase intentions were superior, compared with traditional forms
of advertising within the airport environment such as
posters and in-flight magazines. The Sony Ericsson inflight campaign ran in November 2007. 114 consumers – who flew Ryanair aircraft fitted with tray-table
medium carrying an ad for Sony Ericsson’s new W910i
Walkman mobile phone – were questioned on their response to both the ad and the medium. When asked to
recall any advertising seen either during the flight or
at the airport, respondents ranked the in-flight Sony
Ericsson ad first with an astonishing 28 % unprompted
recall. When asked: «Do you pay more attention to inflight rather than airport advertising?» 58 % of respondents answered positively, a figure further endorsed
when 25 % of respondents said they were likely or highly
likely to purchase the Sony Ericsson product.
Telecoms
75 %
79 %
+ 5 %
Automotive
70 %
74 %
+ 5 %
Beverages
67 %
72 %
+ 7 %
Financial Services
63 %
67 %
+ 6 %
Electronics
44 %
48 %
+ 8 %
Hotels/Hospitality
19 %
27 %
+ 30 %
By ICD Research / InviseoMedia
http://www.inviseomedia.co.uk/
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IN-FLIGHT
MEDIA CASE
STUDIES
enRoute
Client: Air Canada
Publisher: Spafax
Frequency: Monthly
Target: An affluent «high flying» business audience. Our readers are mobile and on the go.
Client Objectives: To enhance the corporate brand; To generate revenue
Execution:
Spafax has created not just a magazine in enRoute but the
centrepiece of an entire branding strategy. By creating a toplevel magazine, Spafax has managed to generate significant
revenues for the client while enhancing the in-flight experience for the client’s passengers. A «new» version of enRoute
was (re) launched in May 2005, resulting in significant mainstream media exposure, added revenues, etc. The new look
is also a further enhancement of new branding strategies
being developed by client. Other brands aboard Air Canada
developed by Spafax include enRoute FM (radio), enRoute
TV (film/tv), eGuide (inflight listings) and OnAir (e-zine).
Results:
enRoute has won 450 editorial and design awards around the
world since 1998. It has twice been named the world’s best inflight magazine by the World Airline Entertainment Association. Spafax Canada sells Air Canada media over numerous
platforms. Spafax has continually surpassed sales objectives,
creating significant revenues for the client.
Continental
Client: Continental Airlines
Publisher: The Pohly Company
Frequency: Monthly
Target: Airline Passengers
Client Objectives:
Support and increase brand loyalty; Showcase key customers and partners; Move customers to take actions that will
benefit the airline; Generate revenue through advertising
sales
Execution:
For the client – hundreds of profiles and stories on destinations and key customers to support service and partnerships
For the readers – a publication geared to diverse interests in
business, travel, education, and health and fitness
For the advertisers – more touchpoints with the traveling consumer than any other inflight magazine
Results: Independent third-party research proved that:
75 % of customers read at least half or more of a typical issue
82 % of customers indicated they have taken at least one action in the past 12 months as a result of reading or looking
through the magazine
21 % made a purchase from an advertiser
27 % purchased a ticket from the airline as a result of reading
the publication
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Apri l, 2008
T r a n sport: Rate s for In-f lig ht Magazine Adv e r ti sing
68 % of readers have
acted upon information
they saw in the inflight magazine.
64 % have written
down information or ripped
out a page to
keep, and half
have taken
the magazine
when exiting
the plane.
US Airways Magazine
Client: US Airways
Publisher: Pace Communications
Frequency: Monthly
Target: US Airways is reaching modern consumers who blend
business and leisure travel.
Client Objectives: To engage readers with relevant, compelling and entertaining content; To promote travel and the specific destinations of US Airways
Execution:
Each month US Airways Magazine includes articles on travel,
lifestyle, business and popular culture. The editorial focus:
information and service presented by top-notch writers, photographers and illustrators.
Results:
According to the 2006 Arbitron In-Flight Media Study:
80 % of frequent flyers have read or looked through their airline’s in-flight magazine in the past month.
71 % of frequent flyers say that because they are on a plane,
they read the in-flight magazine more closely than magazines
they pick up at other locations.
On a general flight, airline magazine readers estimate they
spend an average of 31 minutes with the publication.
http://www.custompublishingcouncil.com/
http://www.spafax.com/
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Apri l, 2008
T r a n sport: Rate s for In-f lig ht Magazine Adv e r ti sing
RATES FOR IN-FLIGHT
MAGAZINE ADVERTISING
Country
Airline
Magazine
Language
Issues
Circulation
per
(issue)
year
Rate 2007
(1/1page)
Europe
Austria
Austrian Airlines
SkyLines
Ger/Eng
6
170000
10 800 €
Czech Rep.
CSA
CSA Review
Eng/Csz
6
55000
5 900 €
France
Air France
Air France Magazine
Eng/Fre
12
370669
20 300 €
Air France Madame
Eng/Fre
6
214436
15 300 €
Lufthansa Magazin
Eng/Ger
12
600000
27 900 €
Lufthansa Exclusive
Eng/Ger
12
280000
19 300 €
Lufthansa Woman’s World
Eng/Ger
4
140000
12 900 €
Germany
Lufthansa
Hungary
Malev
Horizon
Eng/Hun
12
35000
4 490 €
Italy
Alitalia
Ulisse
ITA/Eng
12
250000
16 000 €
Netherlands
KLM
Holland Herald
Eng/Dutch
12
155000
14 820 €
Portugal
TAP Air Portugal
Atlantis
Eng/Por
6
70000
6 430 €
Russia
Aeroflot
Aeroflot
Eng/Rus
12
70000
12 240 €
Scandinavia
SAS
Scanorama NA
Eng
8
100000
11 500 €
Scanorama DA
Eng
2
170000
16 150 €
Spain
Iberia
Ronda
Eng/Spa
12
176000
14 650 €
Excelente
Eng/Spa
6
120000
11 100 €
Switzerland
Swiss
Swiss Magazine NA
Eng/Ger
8
100000
12 643 €
Swiss Magazine DA
Eng/Ger
2
130000
14 688 €
Turkey
Turkish Airlines
Skylife
Tur/Eng
12
100000
7 776 €
UK
British Airways
High Life
Eng
12
280000
17 936 €
Business Life
Eng
10
135000
10 442 €
Ukraine
Ukraine International
Panorama
Eng/Rus
10
40000
3 564 €
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T r a n sport: Rate s for In-f lig ht Magazine Adv e r ti sing
USA / Canada / Central & South America
American Airlines
American Way
Eng
24
344000
15 201 €
American Airlines
Celebrated Living
Eng
4
172800
12 550 €
American Airlines
Nexos
Eng
6
240700
12 184 €
Continental Airlines
Continental
Eng
12
350000
22 639 €
Delta Air Lines
Sky
Eng
12
450000
21 916 €
Southwest Airlines
Spirit
Eng
12
388900
19 035 €
United Airlines
Hemisphères
Eng
12
450000
21 916 €
US Airways
Attaché
Eng
12
390000
23 147 €
American Eagle
Latitudes
Eng/Spa
6
95000
6 992 €
Canada
Air Canada
En Route
Eng/Spa
12
154606
12 957 €
Brazil
Varig
Icaro
Eng/Spa
12
73000
5 799 €
Mexico
Mexicana Airlines
Vuelo/Escala
Eng/Spa
6
111000
12 636 €
Etihad
etihad
Eng/Arab
12
15000
5 184 €
Emirates
Open Skies
Eng/Arab
12
55000
6 632 €
Emirates
Portfolio
Eng/Arab
6
10000
3 629 €
Eng/Arab
12
150000
9 850 €
USA
Middle East / Africa
Abu Dhabi
Emirates
Saudi Arabia
Saudi Arabian Airlines Ahlan Wasahlan
http://www.inflight-media.ch/
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