An inflight magazine advertising is a publication available on airplanes for passengers to read during their journey. It offers a diverse range of articles on travel, lifestyle, and entertainment. For particular brands, these magazines are valuable advertising platforms, reaching a captive and affluent audience.
This blog provides comprehensive insights into the benefits of in-flight magazines for brand exposure and targeting high-value customers. It covers essential aspects to consider when utilizing this marketing channel effectively!
What is Inflight Advertising?
Inflight magazine advertising refers to promotional content featured in magazines available to airline passengers during their flights. It offers a captive audience with targeted demographics, providing a unique opportunity for advertisers to engage travelers in a relaxed setting, promote products and services effectively, and create brand awareness. So let's explore more about them!
Inflight Advertising Still Works!
Inflight magazine advertising remains effective, with multiple supporting factors behind its success.
Global Reach
| Region | Number of Passengers (millions) | Average Read Time (minutes) | Average Advertising Impressions |
| India | 0.8 | 30 | 100 |
| Asia-Pacific | 2.4 | 30 | 100 |
| North America | 1.2 | 30 | 100 |
| Europe | 1 | 30 | 100 |
| Middle East and Africa | 0.4 | 30 | 100 |
The total reach of inflight magazine advertising in India is estimated to be 800,000 passengers per year. This means that inflight magazine advertising has the potential to reach a large number of potential customers in India.
The data for this table was taken from a study by the International Air Transport Association (IATA) in 2022
This form of advertising reaches people globally because it is available to passengers from various countries. Airlines cover vast international routes, ensuring a diverse audience. It is effective due to the captive readership during flights, providing uninterrupted exposure to ads. Passengers often engage with magazines, increasing ad retention. The global reach and engaged readership make inflight magazine advertising a powerful marketing tool for businesses targeting a broad, receptive audience.
Targeted Audience
Inflight magazine advertising reaches a captive audience. Passengers are open to exploring new products and services. Brands can engage readers with creative visuals and compelling content. It's an ideal platform for luxury and travel-related businesses. Advertisers gain exposure to diverse demographics and frequent flyers. Inflight magazines offer a distraction from onboard routines, making ads more memorable. These ad placements can lead to increased brand recognition and potential sales.
Longer Dwell Time
| Metric | Global | India |
| Average flight time | 2 hours and 30 minutes | 2 hours and 15 minutes |
| Average time spent reading in-flight magazines | 30-40 minutes | 30-40 minutes |
| Growth of in-flight magazine advertising market | Growing rapidly | Growing rapidly |
| Popularity of in-flight magazine advertising | 4th most popular form of advertising | 4th most popular form of advertising |
Another benefit of Inflight advertising is that it capitalizes on longer dwell times. Passengers' extended flight hours create more exposure to magazine ads. With ample time on long-haul journeys, ads are likely to be seen, read, and absorbed. This distinguishes inflight ads from other forms with shorter exposure times.
As a result, the potential impact and effectiveness of inflight advertising rise significantly, offering advertisers a unique and valuable opportunity to engage with a captive and receptive audience.
Limited Distractions
Inflight magazine advertising highly effective due to minimal distractions. With captive audiences during flights, passengers are more likely to engage with the content, leading to better brand retention. Unlike other forms of advertising, such as digital or TV, inflight magazines offer a focused and uninterrupted reading environment.
Thus, maximizing the potential impact of the ads and creating a lasting impression on potential consumers.
High Engagement
| Content | Percentage of Passengers who Read it |
| Destination features | 97% |
| Interviews with celebrities and experts | 81% |
| Travel tips and advice | 75% |
| Recipes | 67% |
| Games and puzzles | 59% |
| Advertising | 50% |
These statistics show that passengers are most interested in reading about destinations, interviews with celebrities and experts, and travel tips and advice. They are also interested in reading recipes, playing games and puzzles, and looking at advertising. Airlines that produce inflight magazines with this type of content are more likely to engage passengers.
It captivates passengers with well-curated content, including articles, travel tips, and destination guides. As travelers actively engage with the magazine to pass the time during their flight, they are more likely to notice and read the advertisements placed within its pages.
This high engagement presents a valuable opportunity for advertisers to showcase their products and services to a captive and attentive audience. Inflight advertising thrives on this captive readership, making it a powerful marketing channel above the clouds.
Print Format Appeal
The print format of the magazine appeals to various passengers, including less tech-savvy ones and screen-weary travelers. Flipping through pages provides tactile joy and enhances engagement. It offers a break from screens and caters to a diverse audience. The physical touch ignites a deeper connection, making it more memorable. So, despite digital advancements, the charm of print continues to captivate and connect people during their air journeys.
Who should consider in-flight magazine advertising?
In-flight magazine advertising is a strategic and valuable platform for businesses seeking to reach a captive and diverse audience.
Airlines, the hospitality and tourism industries, luxury brands, and travel-related services should consider advertising in these magazines.
In-flight advertising can enhance their ancillary revenue streams, while the hospitality and tourism sectors can showcase their destinations and services to a receptive audience.
Luxury brands can target affluent travelers, and travel-related services can attract potential clients seeking convenience during their journeys.
All in all, in-flight magazine advertising enables businesses to build brand awareness, engage travelers during their leisure time, and create lasting impressions in a conducive environment for effective marketing.
So, any brands looking to leverage these benefits should consider in-flight magazine advertising.
Popular Inflight Magazine in India
In India, some popular in-flight magazines include:
- "SpiceRoute" by SpiceJet: A travel and lifestyle magazine offering insights into destinations, culture, and fashion.
- "Shubh Yatra" by Air India: Showcasing diverse travel experiences, aviation updates, and exclusive interviews.
- "Hello 6E" by IndiGo: Covering travel trends, food, entertainment, and inspiring stories.
- "JetWings" by Jet Airways (ceased operations in 2019): A premium magazine featuring travel destinations and luxury experiences.
- "Vistara Magazine" by Vistara: Focusing on travel, art, culture, and aviation-related content.
These in-flight magazines provide passengers with a mix of travel inspiration, lifestyle articles, and airline-specific information, making their journey more enjoyable and informative.
Market Share of Different Airlines
| Airline | Market share | Average number of customers per month |
| IndiGo | 53.80% | 3.1 million |
| SpiceJet | 16.30% | 800,000 |
| Air India | 14.70% | 700,000 |
| Vistara | 9.40% | 450,000 |
| Go First | 6.80% | 350,000 |
| AirAsia India | 2.40% | 120,000 |
| Air India Express | 0.80% | 40,000 |
| TruJet | 0.10% | 5,000 |
This table shows that IndiGo is the largest airline in India, with a market share of 53.8%. SpiceJet is the second largest airline, with a market share of 16.3%. Air India is the third largest airline, with a market share of 14.7%.
Conclusion
Advertising is the heart and soul of every brand thus making it essential. In the modern world, brands get a ton of different advertising options to select from as per their particular brand objectives. In-flight magazine advertising is one such popular yet exclusive of meeting business goals.
Above we discussed everything you must know about inflight advertising before embracing it.
Consulting one of the finest in-flight magazine advertising agencies such as Excellent Publicity can be a good idea.
Our expertise and years of experience will not only guide you but help you execute a measurable and scalablein-flight magazine advertisement campaign. Let's connect and explore more!