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In-flight Advertising Costs (2024)

In-flight Advertising Costs (2024)

  • On 5 November 2024

The costs associated with running an in-flight advertising campaign vary significantly. In this post, we outline several key factors that impact advertising rates for advertisers to consider when planning their campaigns.

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Estimate Your Advertising Costs with Our Free In-Flight Media Planning Tool

Our In-flight Media Planning Tool is available for free, allowing advertisers to create an initial in-flight media plan in just a few simple steps. This tool provides details about advertising opportunities in in-flight magazines, including:

  • circulation
  • audience
  • publishing frequency
  • in-flight advertising costs (See below for sample prices/rates)

For tailored advice, feel free to reach out to our in-flight advertising experts.

Request access to the In-Flight Media Planning Tool

Key Factors Influencing In-Flight Advertising Costs

When planning an effective in-flight advertising campaign, there are several critical factors to consider that can significantly impact costs and audience reach. From selecting the right airlines to targeting specific passenger classes, each decision plays a role in maximizing your advertising investment. Below, we outline these essential elements to guide you in creating a well-optimized in-flight advertising strategy.

Which Airlines Should You Advertise With?

When selecting the airline(s) for your campaign, it is crucial to understand where your target market is based or traveling to. Demographics such as nationality, socioeconomic status, and language preferences are all essential considerations. For example, Japan Airlines produces an in-flight magazine, Skyward, in two editions: a domestic edition in Japanese and an international edition in English. Certain in-flight magazines are available only on business airline flights or private aircraft, and some airlines can air ads exclusively in First and Business classes. Each airline offers a unique profile of passengers.

IMM International’s extensive experience in the in-flight industry enables us to help you select the most appropriate airlines for your campaign. For region-specific or global marketing campaigns, in-flight advertising often offers competitive rates. Contact IMM to learn more about our regional advertising packages, including digital activation.

What Class of Passenger Are You Targeting?

On most international flights, passengers are grouped into three main classes: First, Business, and Economy.

In-flight advertising is well-regarded for targeting high-end consumers, and campaigns can be further refined to reach specific passenger classes. Some airlines distribute two in-flight magazines—one for all classes and one for First Class. Others send copies of their magazines directly to the homes of loyalty and premium passengers, making in-flight magazine advertising an excellent choice for targeted campaigns.

Is the In-flight Campaign Part of a Broader Multi-Channel Advertising Strategy?

In-flight advertising encompasses multiple channels, often seen in traditional media settings.

If your brand is already running print ads in newspapers or magazines, adapting these to in-flight magazines can be straightforward. Similarly, existing TV commercials can be repurposed for in-flight TV advertising, and digital display banners can be used for airline websites. This approach is cost-effective as it keeps production expenses low while enhancing the reach of your campaign across complementary channels.

How Many People Do You Want To Reach?

In-flight advertising offers flexibility, allowing advertisers to select channels based on desired reach. It is essential to distinguish between circulation and audience (or readership) in this context. “Circulation” refers to the total number of in-flight magazines printed and distributed, while “audience” encompasses the total potential readers.

For instance, one in-flight magazine copy is likely to be read by multiple passengers over time. Reach data for major airlines can be accessed on our commercial aviation page, as well as through our In-flight Media Planning Tool.

How Long Will Your Campaign Last?

The duration of your in-flight advertising campaign affects its reach: the longer the campaign, the larger the potential audience. The publishing frequency of in-flight magazines varies widely, with some produced monthly, others bi-monthly, or even quarterly. This flexibility allows advertisers to test the impact of shorter campaigns, with costs adjusted based on campaign duration.

What Will Be Your Intended In-flight Media Mix?

Selecting the right in-flight media mix is essential. In-flight advertising offers a multi-channel approach that can engage passengers at multiple stages of their journey.

For example, passengers may encounter your ad on their e-boarding pass or via the airline’s app while waiting in the lounge, or through in-flight entertainment systems onboard. Advertising on multiple channels often results in cost reductions, increasing the campaign’s overall efficiency.

While in-flight magazines and in-flight TV are the most prominent advertising channels, other options, such as digital advertising on airline websites or in e-newsletters sent to frequent flyers, can also be cost-effective. Each media type involves different pricing structures. For instance, magazine ads are usually priced for a set period, while digital ads may be based on a CPM (cost per thousand impressions) model.

What Ad Formats Do You Want To Use?

Similar to traditional magazine or newspaper advertising, in-flight advertising costs are largely driven by the ad format. Magazine ad options include full page, half page, page facing contents, inside or outside back cover, and double-page spread placements. Color choices may also influence costs.

For in-flight video advertising, options range from pre-roll videos to longer formats (2 to 60 minutes) or even branded channels. Digital display ads can also appear in VIP lounges and airport screens, targeting First and Business Class travelers.

Sample Prices and Rates

The costs of in-flight advertising depend heavily on various factors, but here are some indicative rates:

  • Emirates Airlines: A 30-second in-flight TV advert starts at $268,700.
  • Etihad: $82,000 per month for a 30-second ad.
  • Air France: A 20 to 40-second ad starts at €58,000.
  • Singapore Airlines: $95,600 for a 30-second ad.
  • Air China: Starting from $200,000 for in-flight TV ads.

These campaigns reach substantial audiences: Chinese airlines may reach over 10 million viewers, while major European and Middle Eastern carriers, such as Air France, Lufthansa, and Emirates, range from 1.6 to 5 million. American carriers, such as American Airlines or United, have a potential reach of around 5 million viewers.

For in-flight magazine advertising:

  • KLM’s Holland Herald (all classes): Approximately €19,900 for one month.
  • easyJet’s Traveller Magazine (distributed on all flights): Around £17,000 for a full-page ad reaching over 7.7 million passengers.
  • China Eastern Airlines: $48,155 for a full-color page, reaching over 6.58 million passengers.
  • Cathay Pacific Magazine: $17,265, with a circulation of 250,000 and a readership of approximately 2.1 million.

With digital opportunities like e-newsletter and banner advertising, in-flight advertising is increasingly accessible, offering cost-effective targeting of confirmed travelers before and after their journeys.