For Instant Recall, BJP Beats Rivals in Ad Splash
The lotus party accounts for more than half of all political ad insertions across mediums in poll-bound states
Mumbai: In its bid to win the hearts and minds of people, the Bharatiya Janata Party (BJP) has put its money on instant recall. In poll-bound Uttar Pradesh (UP), Punjab and Goa, the party has left no stone unturned to carpet bomb its political campaign across media, be it TV, radio or print.
Among political parties, BJP’s share in the overall ad insertions across the three mediums was as high as 59% in the three states between November last year till February 4, 2017, data from AdEx India, a division of TAM Media Research, showed. This is not taking into account the campaigning in Punjab done together by the ruling BJP-Shiromani Akali Dal coalition, which had an 11% share in total ad volume.
Industry sources, on condition of anonymity, said BJP has spent more than .₹ 150 crore on advertising during state elections, which could not be independently confirmed at the time of filing this report. "Communication channels are important and we have to depend on media for reaching out to the last mile. Our government has come out with so many schemes for the common man and it is important that we make people aware of those," said BJP spokesperson Gopal Krishna Agarwal, but refused to give details on total spends.
Interestingly, the next three parties — Samajwadi Party (SP), Bahujan Samaj Party (BSP) and Congress — put together did not spend half of BJP’s advertising share. SP’s share was at 13%, BSP’s at 12%, and Congress’ entire political campaign saw ad insertions of close to 4%.
At the height of campaigning, January saw political party advertising peaking. A total of PM Modi at an election rally at Barabanki district in UP — PTI
27,133 ads were aired on TV channels, while 11,722 ad spots were played on radio and 2,797 ads inserted in the print media. Before that, November saw some action with 5,754 ads insertion across TV channels, 3,212 across radio and 1,092 across print. In December, political advertising also dipped after demonetisation.
When it comes to individual states, BJP’s advertising share in Uttar Pradesh was at 69%, followed by SP’s 17%, BSP’s 12% while Lokdal and Congress at 1% each. In Punjab, BJP-SAD combined had a share of 93% in the political advertising, followed by BJP (individual) with 4%, Congress with 2% and Aam Aadmi Party with1%.
In Goa, where only print ad inser-
tions were considered for the study, BJP’s share was at 39%, followed by Congress’ 37%. Goa is the only state where Congress invested significantly to push its agenda. Local parties Maharashtrawadi Gomantak Party (13%) and Goa Forward Party (4%) also inserted ads in print media in the state. Between February and March, five states are going to vote for new state assemblies. While Goa, Punjab and Uttarakhand have already voted, people in Uttar Pradesh have a seven-phase voting process and Manipur will vote in two phases in March.
SP is the incumbent party in UP, while BJP is the ruling party in Goa. In Punjab, SAD-BJP alliance runs the government.