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RSSAccording to a proprietary study by The Media Trust Company, American Express had the largest share-of-voice among travel advertisers as consumers searched on where to vacation, hot travel deals and travel advice preceding Memorial Day, the official start of summer.
The ranking of companies targeting travelers' dollars this vacation season, includes American Express, which received a 5.43% share-of-voice of all found ads, following by:
- Best Buy with 4.40%
- MasterCard 3.83%
- Vonage 3.63%
- Best Western 3.51%
- Subaru 2.76%
- AT&T Wireless 2.75%
- United Airlines 2.72%
- Marriot 2.63%
- AT&T with 2.36%
Filtering by industry:
- CarRental.com was the leading advertiser with a 45.57% share-of-voice among car rental companies
- Best Western earned 25.22% share-of-voice among hotel advertisers
- United Airlines was the top airline advertiser with a 42.27% share-of-voice
- American Express accounted for 46.53% of all credit card advertisements
| Top 5 Rental Car Advertisers (Across all monitored sites from May 12th to May 26th, 2008) | |
| Advertiser | Share-of-Voice |
| Carrentals.com | 45.57% |
| Hertz | 26.01 |
| Alamo | 15.11 |
| Thrifty | 10.34 |
| Avis | 2.89 |
| Source: The Media Trust Company, May 2008 | |
| Top 10 Hotel Advertisers (Across all monitored sites from May 12th to May 26th) | |
| Lodging | Share-of-Voice |
| Best Western | 25.22% |
| Marriott | 19.81 |
| Weston Hotels and Resorts | 14.61 |
| Wyndham Hotels | 8.53 |
| Charlston Place Hotel | 6.27 |
| Doubletree Hotels | 6.23 |
| Hampton Inn | 3.63 |
| The Ritz Carlton | 3.4 |
| Hilton Hotels | 2.77 |
| Cavalier Hotel | 2.49 |
| Source: The Media Trust Company, May 2008 | |
| Top 10 Airline Advertisers (Across all monitored sites from May 12th to May 26th) | |
| Airline | Share-of-Voice |
| United | 42.27% |
| LAN | 23.60 |
| Virgin Atlantic | 10.84 |
| Delta | 7.86 |
| Qantas | 4.50 |
| JetBlue | 3.09 |
| Southwest | 2.85 |
| SAS Scandinavian | 1.31 |
| Star Alliance | 1.18 |
| Frontier | 0.82 |
| Source: The Media Trust Company, May 2008 | |
American Express was found on eight of the twelve monitored sites. Best Buy was found on seven, MasterCard was on five and AT&T Wireless was on seven of the twelve monitored sites.
For more information and to access the detailed charts, please visit The Media Trust here.
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