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

The Economic Times - - Brands: Creating Desire - Gaurav.Laghate @times­group.com

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.

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