Facebook ahead of Google and Twitter in political ad spends

According to Facebook’s latest Ad Library Report, there were 51,810 political ads with a total spending of more than Rs 10.32 crore between February and March 30 this year

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As the leading social media and other internet platforms battle to attract more political ad spends in the on-going poll season, latest data shows that Facebook is way ahead of its competitors such as Twitter and Google in this pursuit.

According to Facebook’s latest Ad Library Report, there were 51,810 political ads with a total spending of more than Rs 10.32 crore between February and March 30 this year. If we compare this with the week ending March 23, 2019, the number of such ads was 41,974, while the total spending was Rs 8.58 crore.

On April 4, 2019, Google released its Ad Transparency Report, which revealed that political parties in India ran over 830 ads on the platform between February 19 and April 05, and the total ad spending stood at around Rs 3.76 crore. Similarly, in March 2019, a report which analysed Twitter’s ad transparency centre revealed that no major politician or political party had used the platform to advertise.

If we look at the latest ad spend data of political parties on Facebook, BJP dominated the numbers followed by Congress, Biju Janata Dal and Telegu Desam Party. BJP’s ‘Bharat ke mann Ki Baat’ page was the top spender with over 3,700 ads amounting to Rs 2.23 crore.

As per the report,  the Congress page had 410 ads with ad spend of Rs 5.91 lakh, followed by Biju Janata Dal’s with Rs 8.56 lakh, while Telegu Desam Party’s ad spend stood at Rs1.58 lakh during the period.

This latest political ad spending report also underlines the commitment made by Facebook, Google and Twitter to ensure greater transparency around the political ad spends. Recently Google also released its ‘Political Advertisement Transparency Report’ which also showed that many ads had been suspended for violating Google’s advertising policies. 

Facebook dominates the political ad spends landscape simply because of its sheer reach, which is almost 300 million, way ahead of Twitter’s 35 million. The ad spends are expected to remain skewed in its favour in the future as well.

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