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BJP's marketing blitz in Madhya Pradesh

BJP’s share in overall ad insertions between August-November was at a whopping 73% in the state.

, ET Bureau|
Dec 03, 2018, 02.28 PM IST
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BJP, which is seeking its fourth consecutive term, had issued multiple TVCs, radio ads and print ads making jibe at Congress with its tagline ‘Maaf Karo Maharaaj, Hamara neta to Shivraj’.
MUMBAI: While the result of which party forms the government in Madhya Pradesh – after a record 75% voter turnout last Wednesday, November 28 – will only be out on December 11, the winner of almost four-month-long marketing blitz by far was the ruling Bhartaiya Janata Party (BJP).

As per AdEx India, a division of TAM Media Research, which measures the advertising across TV, print and radio sectors, Shivraj Singh Chauhan-led BJP dominated the election campaign advertising in all mediums with a whopping 73% share of overall ad insertions. This was across regional TV channels, all publications and radio stations in MP between August and November, 2018.

Surprisingly, Indian National Congress’ (Congress) overall share in the political advertising was at 27%, while Mayawati-led Bahujan Samaj Party (BSP) had a measly 0.1% share of the total voice.

By definition, political advertising includes advertising or publicity about a party, its representative or candidate, and government policies etc to largely influence the audience or masses. Political advertising usually includes election advertising, where the ads or campaigns try to influence voters in the upcoming elections.

BJP, which is seeking its fourth consecutive term, had issued multiple TVCs, radio ads and print ads making jibe at Congress with its tagline ‘Maaf Karo Maharaaj, Hamara neta to Shivraj’. Congrss on the other-hand centred its campaign on farmers’ distress, unemployment, price rise, crime and atrocities against women.

TV and Radio most popular ad vehicles

The data from AdEx India also shows that compared to previous state elections in 2013, there was a sharp increase in political advertising on TV and radio.

Indexing 2013 election/ political advertising at 100 for the same duration (Aug-November, 2018), the data suggests that ad insertion TV went up to 190, marking a 90% jump, while that on more localised medium radio, ad insertions grew to 234, or 2.3 times of previous election.

Local print publications, meanwhile, could not get similar advertising from the political parties, dropping drastically by 74%. Media buyers said a lot of advertising has shifted to digital platforms in the last two years.

The assembly elections will decide the fate of 2899 candidates contesting for 230 seats. While BJP contested at all the seats, Congress fought at 229 seats, BSP at 227, Aam Aadmi Party (AAP) at 208 and Shivsena at 81. There were 1094 independent candidates contesting assemble elections.

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