JD(U) & BJP lead digital ad spends race on Facebook ahead of Bihar polls

More than Rs 39.5 lakh was spent by political parties and their allied pages from Bihar on Facebook ads in the last 30 days

e4m by Tasmayee Laha Roy
Updated: Sep 29, 2020 7:39 AM
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With just a month left for the Bihar assembly elections, political campaigning is now reaching its peak. Being the first election amidst the Covid-19 pandemic, digital platforms have become the new battlefield. Alliance partners JD(U) & BJP are leading the race when it comes to digital ad spends on Facebook in Bihar. 'Baat Bihar Ki' page by Prashant Kishor-led Indian Political Action Committee is a distant second.

Facebook, being the only major digital platform allowing political ads, has seen an upward trend in Bihar when it comes to ad spends. Bihar was the fourth highest spender on Facebook ads in the last 30 days.

According to Facebook Ad Library, a total of Rs 39,77,153 was spent by political parties and their allied pages from Bihar between August 27 and September 25, 2020, which counts to 95% of total ad spends from Bihar on the platform.

The Facebook page of JD(U) was the highest spender in the period with spending to the tune of Rs 504,529. Nationally, the same page spent Rs784,015 on 362 ads.

The second highest spender on political ads in the region as per the tracker, was BJP Bihar that spent Rs 253,316 in the last 30 days. The amount was spent on 394 ads. Third in the top 3 spots of spenders in political ads was a page called Nitish Cares that spent Rs 160,767.

The other top spenders in the region included several allied pages of JD (U) and BJP. The Atmanirbhar Bihar page maintained by BJP, for instance, spent Rs 152,812 in the same period.

As the election dates come closer, several pages maintained by these political parties or candidates are dialing up their spends on Facebook ads. For instance a page called Bihar JDU that spent a total of Rs 155,053 since February 2019 has spent Rs133,200 in the last one month, A major chunk of this amount, to the tune of Rs 90,610, was spent between September 20 and September  26, 2020.

There are more such examples of pages becoming hyperactive as the elections take off in the state. State Health Minister Mangal Pandey’s page is also one of the top spenders in the last one month. The page has spent over Rs 1.15 lakh in the last one month which is more than 93% of its annual spend on Facebook ads.

Congress in Bihar was seen spending Rs 103,741 on the platform in the same period.

Nationally too, pages related to Bihar are among the top spenders on Facebook ads.  The Baat Bihar Ki page by Prashant Kishor-led Indian Political Action Committee spent Rs 847,460 on 287 ads in the last 30 days, followed by JD(U) that spent Rs 784, 015 on 362 ads in the same period.  BJP Bihar is also amongst the overall top 20 spenders on Facebook ads between August 27 and September 25, 2020 having spent Rs 253,216 on 394 ads.

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