Top Story

e4m_logo.png

Home >> Digital >> Article

Election Tracker '14: Sonia Gandhi usurps son Rahul in rankings

27-March-2014
Font Size   16
Election Tracker '14: Sonia Gandhi usurps son Rahul in rankings

Reports that Congress leader Sonia Gandhi would enter the campaign fray seems to have generated considerable favour for her in the Twitterverse. With the Congress facing pressure on every front and its campaign seemingly faltering under the stewardship of Rahul Gandhi, the UPA chairperson is expected to address a series of rallies beginning late March and continuing into April.

The news has caused her popularity and favourability scores on the SSI index to skyrocket, making her the second most popular politician last week.

To determine the rankings, politicians and political parties were allotted a Simplify360 Social Index (SSI), based on four parameters – Awareness, Spread, Prominence and Favourability. For the week ending March 23 (March 17 to 23) Sonia Gandhi had an overall SSI score of 76, up 13 points from the previous week, when she was ranked 14. Her favourability score stands at a whooping 92 points, beating Modi by 9 points. In comparison, her cumulative favourability score stood at 50 in the month of February. In terms of sentiment, this translates to 24% positive sentiment for Sonia Gandhi, the most among the top 10 politicians for the week and tied with Sharad Pawar. Despite these scores, the overall mentions for Sonia Gandhi continued to remain low, never crossing the 10,000 mark, as compared to Narendra Modi (who peaked at 60,000+) and Rahul Gandhi (who peaked at 10,000+).

An analysis of the graph given below, which tracks the mentions for the top three politicians over the week shows that Modi continues to dominate in terms of chatter, while Sonia Gandhi has, comparatively, almost negligible buzz around her. The major upheavals occur around March 20-22, which were highlighted with Sonia Gandhi’s passport tussle with a US court and news that she would file her nomination papers from Rae Bareli on April 2. Consequently, March 21 saw a dip in mentions for both Narendra Modi and Rahul Gandhi, which coincided with a sharp peak in mentions for Sonia Gandhi. However, this spike in popularity seems to have faded out as the week progressed.

It will be interesting to see how the social media space reacts to Sonia Gandhi post her rally in Delhi on March 30 and in the coming rallies in April. Meanwhile, the #myvoteformodi hashtag continued to trend last week too, receiving 66,815 mentions in the week. The BJP, which continues to lead in terms of buzz on social media showed a sharp spike in chatter with the Pramod Muthalik controversy, an incident which could have also contributed to a 1% increase in negative sentiment for the party. The buzz around AAP also seems to have died down a bit this week with mentions for the party hovering around the 20,000 mark, where, in the previous week, they were around 30,000 to 40,000.

 

Tags Sonia Gandhi

Sidharth Gupta, Co-founder, Treebo talks about their outdoor campaign ‘Perfect stay or don’t pay’, what prompted this bold advertising move, its targeting, and the metrics that the brand utilizes to measure the efficacy of such a campaign

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

The announcement regarding this was made on Twitter by Sukumar Ranganathan, Editor-in-Chief, Hindustan Times, and Shekhar Gupta, Founder, The Print

The website promises to bring fast, reliable, insight-rich analysis in times when the readers are flooded with ‘breaking news’, and great conversations among an elite community of opinion leaders

The network has based its claim on Broadcast Audience Research Council (BARC) all India data (U+R) from April 2017 to March 2017 (full year average)