Political Ads Surge 145% On TV In Oct'24; Congress Takes Lead

The TAM AdEx Assembly Election Report for September 2023 and October 2024 highlights political advertising trends across television, print and radio. The analysis reveals dynamic shifts in strategy among major political parties, with Congress leveraging television for visual dominance and BJP focusing on print to potentially target regional and literate audiences.

Television and radio witnessed growth in Congress's ad presence, highlighting the party's push to amplify its reach in these mediums. Conversely, the BJP experienced a decline in ad share on both platforms, potentially reflecting a reallocation of resources or a reduced emphasis on visibility through these channels. The data revealed a 145 per cent surge in TV ad insertions by political parties in Oct’24 compared to Sep’23. However, print ad insertions dropped by 12 per cent and radio ads declined by 9 per cent during the same period.

On television, Congress-I emerged as the top advertiser, commanding a 58 per cent share of ad duration in Oct’24, an increase from 44 per cent in Sep’23. Meanwhile, the BJP ranked second with a 19 per cent share in Oct’24, down from 35 per cent in Sep’23. Shiv Sena (Balasahebanchi) held a 7 per cent share in Oct’24 compared to 9 per cent in Sep’23. The shifts illustrate Congress's focus on expanding its television dominance while BJP’s reduced share suggests a shift in priorities.

In print media, the BJP showed substantial growth, increasing its ad share by 20.5 per cent to reach 47 per cent in Oct’24, compared to 39 per cent in Sep’23. Congress, however, saw a sharp decline, recording a 7 per cent share in Oct’24, an 84.1 per cent drop from its 44 per cent share in Sep’23. Shiv Sena (Balasahebanchi) made gains in print advertising, growing its share from 3 per cent in Sep’23 to 20 per cent in Oct’24 - a staggering 566.7 per cent increase. The shifts highlight BJP’s growing reliance on print and Congress’s declining engagement with the medium.

Radio advertising was led by the BJP in both Sep’23 and Oct’24, although its dominance declined. BJP’s share dropped from 84 per cent in Sep’23 to 53 per cent in Oct’24, representing a 36.9 per cent reduction. In contrast, Congress strengthened its presence on radio, increasing its share from 16 per cent in Sep’23 to 27 per cent in Oct’24, a 68.8 per cent jump. Independent candidates, a new entrant in the Oct’24 period, captured an 18 per cent share, reflecting a shift in the competitive landscape. Similarly, the Nationalist Congress Party (NCP) entered the radio advertising space with a 2 per cent share in Oct’24.

The report emphasises the dynamic nature of political advertising strategies, with parties recalibrating their focus across media platforms to maximise their reach and influence during the election campaigns.