According to media planners, total spend on political advertisements could be in the range of 3,000-4,000 crore. The same was around ₹2,500 crore for the 2019 general elections.
Media planners maintain that over 60% of the total adex (advertising expenditure) this year will go towards digital media.
"During the 2019 elections, parties were heavily exposed to "TV, print, radio, and out-of home (OOH) platforms, which this time will shift towards digital," said a media and entertainment industry expert who didn't want to be quoted.
In the last one month, the ruling Bharatiya Janata Party (BJP) has spent around ₹1.3 crore on ads on the Meta platforms alone (as per the Meta ad library) with over 2,586 ads. The Indian National Congress (INC), on the other hand, spent ₹5 lakh with 20 ads on the platform during the same period.According to Meta library data, Rahul Gandhi's spend during this period stood at ₹32 lakh with 100ads.The All India Trinamool Congress spent over ₹36 lakh on 216 ads and Telugu Desam Party (TDP) spent around ₹5 lakh on 58 ads.
Within the digital ads, around 25% is expected to be spent on influencer marketing activities by various parties, according to the digital media agency SoCheers.
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