TDN World Desk: BJP is known for its charismatic corporate-style election campaign. But this time, in the run-up to assembly elections in five states and ahead of 2019 general election, they beat even all corporates companies by becoming Top Advertiser on Television.
Data revealed by Broadcast Audience Research Council (BARC), shows that between Nov 10-16, only in six days TV channels relayed advertisement on BJP Party 22,099 times followed by Netflix’s 12,951 insertions, which is almost half of the Bharatiya Janata Party’s ads insertion.
According to the report, apart from BJP, other leading brand to feature in the top 10 lists are – Netflix (12951 insertions), Trivago (12795 insertions), Santoor Sandal and Turmeric (11222 insertions), Dettol Liquid Soap (9487 insertions), Wipe (9082 insertions), Colgate Dental Cream (8938 insertions), Dettol Toilet Soaps (8633 insertions), Amazon Prime Video (8031 insertions), Roop Mantra Ayur Face Cream (7962 insertions).
In the preceding week BJP also hold its rank among top 10 Advertisers featuring as the second largest advertiser. And in the following week it stepped up to be the number one advertiser on TV channels while BJP’s opposition the Congress Party was nowhere near it, not even in the top 10 lists.
Ahead of Polls in five states – Madhya Pradesh, Rajasthan, Chhattisgarh, Telangana and Mizoram and 2019 general election this ads spree by the Saffron significantly may play havoc in influencing voters.
The polls are being viewed as “king-maker elections”, hence the stakes are extremely high, a media agency expert who follows political advertising told the Economic Times. “That the results of these elections will have an impact on the general elections is the premise on which political parties might be working”, the person said. The general election is likely to be scheduled in April-May next year.
“The election season has just begun. The real jump will come around general elections. During state election time, there are localised campaigns”, told Ashish Bhasin, chairman and CEO, South Asia, Dentsu Aegis Network (DAN) to the news outlet.
Advertisement agencies played the game-changing role in the victory of BJP’s 2014 general election. According to a report by livemint, “Advertising agencies Soho Square, Ogilvy and Mather, and media buying agency Madison World were in the media team that helped Narendra Modi’s Bharatiya Janata Party (BJP) sweep to power in the Lok Sabha elections”. And this victory was BJP’s biggest victory in the last 34 years.
Recently, the Wire published a report that states, Narendra Modi government spent about 1,202 crore each year on Advertising during its four and half years of ruling period while the UPA government spent about an average of 504 crore each year during its governance that is half of the amount spent by BJP.