Ad insertions of political parties in Print dropped by 20% in 2019 polls: TAM AdEx

Insertions in TV & Radio increased by 8% and 17% respectively, compared to 2014 general elections

e4m by exchange4media Staff
Updated: Jun 13, 2019 8:56 AM

TAM AdEx has released cross-media political ad analysis data for TV, Print and Radio, for the recently concluded general elections. The analysis is for the period from January 1, 2019 to May 19, 2019. Here are some key takeaways from the report.


Ad Insertions

Ad insertions of political parties grew by 8% on TV and by 17% on Radio, while it dropped by 20% in Print during the 2019 general elections when compared to the general elections held in 2014.


Comparing the monthly trend of ad insertions for general elections campaign in 2019 and 2014, the major takeaway is that the ad insertions were almost similar, except for the fact that election campaigns on TV remained ahead of other mediums throughout the election period in 2014.

Looking specifically at television, in 2019, more than 90% of the political ad insertions appeared during the period of April-May, while it was 80% in April-May, 2014. A similar trend in both elections cycles was that the ad insertions peaked in the month of April for both elections. However, when compared to May 2014, there was a three-fold rise in the ad insertions of political ads on Television in May this year.

Moving on, ad insertions of political ads in Radio in 2019, went by 3x and 7x for the months of February and May, respectively, when compared to the corresponding months in 2014. As seen in Television, almost 90% of the ad insertions of political ads aired on Radio during April-May of 2019, while it was less than 80% in April-May of 2014. The Print medium, on the other hand, saw a drop in political ads in 2019 when compared to 2014. However, there was some cheer for the print players as May 2019 witnessed a 77% growth in ad insertions of political ads as compared to May 2014.

Ad Volumes

What may come as a surprise to many is that the ad share volumes on Television for the two national parties --Congress and BJP-- were almost similar, with Congress’ share just marginally ahead of BJP at 33.1%. BJP’s share stood at 32.6%. The difference between the two parties has decreased when compared to 2014, when Congress’ share was at 39% as against BJP’s share of 32%.

When it comes to Print, BJP took the pole position with a 29% share of ad volume in 2019 as against 28% share in 2014. Congress’ share in Print was 23% in 2019, much lower than 33% in 2014, where it was the top political party doing ads in Print, in terms of ad volumes.

Like on Television, both the national parties, BJP and Congress, were neck to neck in terms of ad duration on Radio in 2019. BJP, which dominated the political ads on Radio with more than 60% share in 2014, also topped in 2019 with 42% share, closely followed by Congress with a share of 41.5%.


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