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BJP maintains lead as top brand advertiser on TV, inserts 67% more ads
MUMBAI: The Narendra Modi-led Bharatiya Janata Party (BJP) has intensified its political campaign as Uttar Pradesh is in the midst of assembly polls. This is evident from the party’s increase in consumption of commercial airtime for the week ended 10 February over the earlier period.
Compared to last week, the BJP inserted 67% more ad spots on TV. According to BARC data, the political party recorded 19,324 ad inserts on TV in the week ended 10 February.
The BJP has maintained its lead as the top brand advertiser on television by the number of commercial spots during the week ended 10 February. This is the second week in a row that the BJP is enjoying the top position. It actually outdid the major FMCG and telecom brands like Vivo V5 Plus, Horlicks, Airtel Payment Banks, Dettol Toilet Soaps, GoodKnight Active Plus and Close Up Ever Fresh.
The other political parties are nowhere near the horizon so far as ad spends on TV go. The Congress, the other national party in contention for power, is in alliance with the Samajwadi Party (SP) in Uttar Pradesh. Mayawati’s Bahujan Samaj Party (BSP), which is also in serious contest, is a regional party.
Besides UP, Uttarakhand is the other major state which is electing a government. Polls in Punjab and Goa have ended.
Behind the BJP, on the week’s charts, were Airtel Payment Banks (13,053 inserts), Petroleum Conservation Res Ass (11,103), Vivo V5 Plus (10,610 inserts), Horlicks (8,872 inserts), Dettol Toilet Soaps (8,502 inserts), Lalitha Jewellery (8,262 inserts), Colgate Dental Cream (8,138 inserts), Goodknight Active Plus (8,086 inserts) and Close Up Ever Fresh (6,998 inserts).
The BJP has also surfaced in the top 10 advertisers’ list, according to BARC data for the week ended 10 February. In the earlier week, BJP’s name was not in the top advertisers’ list though it emerged as the top brand advertiser on TV.
The top advertisers’ list witnessed some changes with the BJP entering the list at the eighth position with 19,324 ad inserts. Procter & Gamble Home Products, with ad insertions of 13,952, was another new entrant to the list.
In the advertisers’ list, FMCG giant Hindustan Unilever Ltd (HUL) maintained its leadership position with 1,05,288 inserts. Compared to last week, HUL witnessed a growth in its number of inserts. While HUL falls under the advertiser category, its products being marketed under different names fall under the brand category.
With 62,128 inserts, Reckitt Benckiser (India) moved to the second position, whereas Patanjali Ayurved Ltd dropped to the sixth position with 23,356 inserts. Super Cassettes Industries jumped to the third spot with 26,715 inserts from its previous week’s seventh place.
With 20,417 inserts, Colgate Palmolive India Ltd moved to the seventh spot while Cadburys India Ltd maintained its ninth place with 19,149 inserts. Smithkline Beecham with 23,949 inserts and Procter & Gamble with 23,553 swapped places for the fourth and fifth spots, respectively.
The BJP has commissioned Madison Media to handle its media mandate and is reported to have spent about Rs 150 crore on aggressive campaigns across TV, print, radio and outdoor for the ongoing state elections. The main campaign pitch is development, anti-corruption, employment and expansion of social sector schemes. The party is also working with Ogilvy & Mather and Crayons as its creative agencies in Uttar Pradesh.