Just as with cars, PTV are very important to customer perceptions and customer experience. Plus, the technology is cheaper, better and more reliable than ever before.
I will even point out PTV are a potential source of advertising revenue. Airline passengers are among the best demographics to advertisers you could possibly imagine. For example, Vail could advertise to passengers going to Rocky Mountain states.
I predict that IFE in the future *might* be ad free in premium class, except specific, ultra exclusive ad messages. But it will not be ad free in Y.
i work in advertising, airlines are a great advertising channel because their are a captive audience (and I use captive as a double-entendre).
But that isn't where they really are valuable to advertisers. It is the data they sit on for dispostion. I.e., they know where someone is flying, with who, maybe where they are staying, price paid, etc. Data is the golemine, selling the actually inventory is so tactical and something a middle-man deals with. No ad agency or client really, media companies sure.
Like you mentioned vail, on rocky mountain flights. Good thinking.
I can go one step further, and on your borrding pass, give you a coupon the the bar at your hotel. I sat through that pitch, interesting but hard to make part of a campaign, it is kinda one-off direct response.
and one more thing, advertising on the tv is nice, but again the real money is in the data. Just sell it to a data company. You could make more money selling data on passanger behavior, but this is a larger arguement I have.