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Radio seems to be attracting more political ads than TV and print media this election season.
The Bhartiya Janata Party appears dominant in terms of the number of advertisements placed across the traditional media – print, television and radio, according to a report released by ADEX India, a division of TAM Media Research.
BJP blitzkrieg
The party accounted for 53 per cent of political ad insertions in the traditional media in the first 11 weeks of 2019 from January 1 to March 16. Ad insertions means the number of ads placed across print, television and radio by the political parties.
The Congress ranked second with a combined ad insertion share of 14 per cent during the period.
The report also analysed trends of political ads across the three mediums on a weekly basis during the period. Ad insertions for political parties grew by 14 per cent on radio over the corresponding period in 2014, when the last general elections were held.
However, the research indicated that political ad insertions saw a decline in both print (9 per cent) and television (83 per cent) in the January 1- March 16 period, compared with the same period in 2014.
Vinita Shah, Vice-President, TAM Axis, said, “These are early political trends and the overall number of political advertisements or ad insertions are expected to grow across all mediums as we get closer to the elections.”
The growth in ads on radio indicates political parties’ intent to reach the voters at the local level. “I believe television and print mediums will see a similar surge in the number of political ads in the coming weeks,” she added.
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