Mumbai: Radio was the most preferred medium with 72% of the ad insertion share during the 2021 West Bengal assembly elections, states TAM AdEx Report on West Bengal Assembly Election.
Television had 27 percent ad shares, and Print medium had a share of 1 percent during the 2021 West Bengal polls.
During the 2016 assembly polls, TV had added an ad insertion share of 48.6 percent, a degrowth of 21 percent compared to the 2021 elections. The ad insertion share of Radio stood at 50.3 percent during the 2016 elections.
Among the Top advertisers, Bharatiya Janata Party claimed 58 percent of the ad insertions share during the 2021 assembly elections than 35 percent during the 2016 elections. Trinamool Congress, with 39 percent ad insertions, stood at second position in 2021 as compared to 51 percent in 2016.
The report highlighted the share of Political Ads during the West Bengal Assembly Election of 2016 and 2021.
The top 5 political parties had a 99% share of Political Ad Insertions during 2021. The advertising insertions of BJP increased by 20 percent during 2021 as compared to 2016.
Across TV, Radio and Print mediums, BJP led with more than 50 percent share of political ad insertions in 2021, followed by Trinamool Congress with 39 percent share.
On TV medium, BJP was on top with a 90% share of Ad Insertions in West Bengal assembly elections of 2021. In contrast, in the 2016 assembly elections, it was in 2nd position with 35 percent ad insertions shares.
During the 2021 and 2016 assembly elections, Trinamool Congress was the top advertiser in the Radio medium.
In the print medium, BJP had a 74 percent share of ad insertions in the 2021 West Bengal assembly elections.
During the 2021 assembly polls, the advertisement was done maximum in traditional mediums between Week 11 ( 14th March -20th March) to Week 16 (18th April – 24th April). The maximum number of political advertisements were done on Radio on Week 12 ( 21st March-27th March). The maximum political ads were done during Week 14 (4th April-10th April) on Print medium. TV witnessed zero political ads during week 15 ( 11th April -17th April).
