Mumbai: Media Research agency TAM AdEx has been releasing special weekly Political Ad analysis in the backdrop of the run-up to general election 2019.
The report Based on Political Ads of all the Political Parties during General Election period in 2019 in compression with that of 2014 revealed the fact that Ad insertion for Political Parties grew 14% on Radio, Whereas it is 9% less in Print and 83% less on TV till 16th Mar’19 compared to same period of previous election in 2014.
The study also revealed that Ad insertions for political ads were highest on TV during 5th week and 11th week of 2019 compared to other mediums.
For the first 6 weeks of the Campaign for elections in the year2019, Radio medium was least preferred for Political ads.
Ad insertion trend of political ads in first 3 weeks of 2019 for TV and Print were almost same.
However, the trend changed from 7th Week with the Political ad insertions in Radio emerging as the highest. From 7th week to 10th week Radio remained the most preferred medium when compared to other mediums.
The ad insertion in Print was highest for first 4 weeks of Y 2019 and also in 6th week of 2019. Whereas the same has fallen down later resulting in 9% drop when compared to that of the 2014 election campaigns.
BJP, the Top Political Parties with 53% Contribution:
Both the National Parties BJP and Congress stood on top of the chart, by contributing to 67% of the overall political ad insertion.However BJP dominated Congress by commanding more than 50% share in combined ad insertions across TV, Print and Radio for political ads in 2019 election campaign.
BJP had 53% share while Congress contributed to just 14% of Political parties ad insertion while Regional Parties Telugu Desam and AIADMK featured in top 5 list with 6% and 3% contribution respectively, while all others together commanded 22% share.
The report does not consider Political Ads on TV with birthday wishes, festival greetings etc. and on Print data festival theme ads are not considered. The report compared data between 1st Jan to 16th March in 2014 with that of the same period in 2019.