Political Ad Spend 2024: BJP Rules The Roost

The BJP is leading the advertising chart, with Rs 39 crore spent, on Google ads from January 1 to April 10. This is also one-third of the total amount spent. The government's primary advertising agency, the Central Bureau of Communication (CBC), is next in line with an investment of Rs 32.3 crore in advertising campaigns over the same period. 

According to data from the Google Ads Transparency Centre, political parties and their connected groups have dramatically increased their Google advertising endeavours in anticipation of the next Lok Sabha elections. To date, they have invested over Rs 117 crore since the year began.

This sharp surge stands in stark contrast to the mere Rs 10 crore spent by verified advertisers on political ads on Google between January 1 and April 10, 2019, preceding the previous general elections.

Video Ads On Rise

With almost 82 per cent of all advertisements displayed during that time being in video format, video ads have become the most popular type of advertising on Google. The benefits of digital advertising are emphasised by industry experts and executives from advertising agencies. These platforms provide more targeted reach options at comparatively cheaper rates.

Political parties are increasingly using social media influencers in addition to traditional advertising techniques for digital campaigns. In India, Google classifies 'election ads' as those that are sponsored or include members of legislative bodies like the Lok Sabha or Vidhan Sabha, political parties or candidates. These advertisements are shown across a number of Google properties, such as YouTube, the Play Store, search, and third-party applications and websites that make money from Google Ads.