Magazine article Marketing


Magazine article Marketing


Article excerpt


North American airlines account for half of the biggest ad spenders in Europe, according to the latest Eurobrands survey conducted by Adtrack for Marketing.

US airlines are advertising heavily, while European carriers merge or link up with one another to prepare for the increased competition expected as the European Commission eases national restrictions. European carriers will soon have more freedom to fly when and where they want and set their own fares.

Airlines spent $132m advertising on European TV and press in the first half of 1990. The top spending brands have a fairly large "share of voice", together accounting for some 51% of all advertising.

US carriers are battling each other for control of Europe's skies. As the US market reaches saturation, domestic airlines are turning to Europe where passenger growth is 10% -- compared to just 3% in the US.

Pan American and TWA, the US's traditional international carriers, are laden with debt while fighting to fend off newcomers Delta and American Airlines, the world's biggest by revenue. …

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