Political ad insertions on TV, radio saw an increase during GE 2019: TAM AdEx

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MUMBAI: According to TAM Media Research’s AdEx report, the ad insertions of the political parties saw an increase on TV and radio while it declined in the print medium during General Elections 2019.

Compared to the previous election in 2014, the ad insertions by political parties has increased by 8% in television, 17% in radio medium while declining by 20% in the print medium during the recently concluded general elections.

The report further stated that the ad insertion trend of the general election campaign in 2019 and 2014 was almost similar barring the fact that the election campaign on TV remained ahead of other mediums throughout 2014.

More than 90% of the political ad insertions appeared during April-May month in 2019, while it was 80% in April-May 2014. The ad insertion was at its peak in the month of April for both the elections years i.e. 2014 and 2019.

There was a 3-fold rise in the ad insertions of political ads in May 2019 on TV medium compared to May 2014. the political ads in the month February and May 2019 increased by 3 and 7 times respectively compared to respective months in 2014.

Like in TV medium, almost 90% of the ad insertions of political ads aired on the radio during April-May’19, while it was less than 80 in April-May’14.

Although a drop in political ads was seen in the print medium in 2019 compared to 2014, May 2019 witnessed 77% growth in ad insertions of political ads as compared to May 2014.

The Congress, Bharatiya Janata Party (BJP), Shiromani Akali Dal (SAD), Telugu Desam, and YSR Congress Party were the top 5 advertisers on TV during the 2019 elections. Congress led the chart with 33.1% share of ad volume in 2019 compared to 39% in 2014. BJP’s share grew marginally to 32.6% from 32%.

Congress, Bharatiya Janata Party (BJP), Biju Janata Dal (BJD), Telugu Desam, and YSR Congress Party were the top 5 advertisers in print. Congress’ share declined to 23% of the ad volume in 2019 from 33% in 2014. BJP’s share increased to 29% from 28% in the previous election.

Like on TV, both the national parties BJP and Congress were neck to neck in terms of ad duration in 2019. BJP, who dominated the political ads on Radio with more than 60% share in 2014 also topped in 2019 with a 42% share and closely followed by Congress.

It was also noted that the advertising by other political parties on TV, print, and radio grew considerably. In television, Shiromani Akali Dal grew its share to 11% in 2019 from 0.2 in 2014. Telugu Desam also grew its market share on television to 11 from 2.

In print, Biju Janta Dal’s share of ad volume increased to 8% in 2019 from 2% in 2014. Telugu Desam’s share of ad volume also increased to 8% in 2019 from 2 in 2014. Congress was the only party whose market share in print advertising decreased to 23 in 2019 from 33 in 2014.


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