AAP leads in Facebook political ad spends for Delhi polls

Between January 22 and January 28, AAP spent more than Rs 21 lakh which is close to 80% of the party’s ad spends on Facebook compared to the previous month

e4m by Tasmayee Laha Roy
Updated: Feb 3, 2020 8:58 AM
Elections

With just eight days left for campaigning before polls, political parties in Delhi are aggressively engaging voters through all possible mediums. At this time of high pressure, social media, especially Facebook has become the most effective way to engage the voters especially the millenials and the first time voters.

While the incumbent Chief Minister and Aam Aadmi Party (AAP) leader Arvind Kejriwal’s radio jingles are hard to miss and so are his OOH displays, he has also upped the ante on his social media game.

According to data by Facebook Ad Library last updated on January 28, 2020, in the last 30 days, starting December 30, 2019- AAP spent more than Rs 26 lakhs on the medium in advertising. With elections just around the corner, the party has gone aggressive on the medium with advertisements. Just in the last 7 days between January 22 and January 28, AAP spent more than Rs 21 lakhs which is close to 80% of the party’s ad spends on Facebook for the previous month. The investments in the last seven days were made on a total of as many as 238 ads which is also close to 74% of the 322 AAP advertisements on Facebook in the last 30 days.

The Bharatiya Janata Party (BJP) on the other hand also put in sizeable investments in advertisements on Facebook. According to the same Ad Library data, BJP put in around Rs 15 lakhs in advertisements on Facebook in the last 30 days. In the last 7 days, BJP Delhi also went big on ads on the platform and spent Rs 2. 2 lakh on 14 ads. In the last 30 days, BJP Delhi put in Rs 2.5 lakhs on 17 advertisements.

The Indian National Congress’ investment on Facebook advertisements for the party too is not worth ignoring. The Indian National Congress Delhi spent as much as Rs 6.19 lakhs on advertisements on Facebook in the last 7 days on 254 ads. In the last one month, the same page spent Rs 8.5 lakh on a total of 422 advertisements.

However, it is not just the leading parties or their state pages that have been going big on investments on advertisements on Facebook, affiliate pages of the party and political leaders of various parties too post ads in their individual capacities.

For instance, A page called ‘Lagey Raho Kejriwal’ by Indian Political Action Committee, India's largest cross-party political advocacy group widely credited to revolutionized election campaigning in the country spent as much as Rs 13.64 lakh on 388 advertisements.

Raghav Chadha an AAP contestant from South Delhi Parliamentary Constituency spent Rs 2.4 lakhs on 105 ads in the last 30 days. A page in the name of ‘Manoj Tewari for Delhi CM’ saw Rs 4 lakh worth spends on 87 advertisements. There are several other similar examples.

Thanks to Twitter banning political ads, clearly Facebook has all the traffic in the segment this election season in Delhi.

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