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.
This story is from the March 28, 2024 edition of Financial Express Mumbai.
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This story is from the March 28, 2024 edition of Financial Express Mumbai.
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