Political parties have been boosting their ad activities across mediums. Latest numbers from TAM reveal a significant growth in the ad insertions of political parties on TV, with a 46% and 44% increase in February and March 2023 respectively, compared to the same period last year.
The surge can be attributed to the busy election schedule in the first quarter of the calendar year that saw Meghalaya, Nagaland and Tripura state elections and also the upcoming Karnataka elections.
On TV, the op 5 political advertisers together added 75 percent share of ad volumes. Congress took the lead with 20 percent share of ad volumes between January and March 2023 followed by PMK with 18 percent share.
Bharatiya Janata Party took the third position with a 15 percent ad volume share.
Print saw a similar pattern, with Congress and BJP together having a 32 percent share of ad space in the period between January and March 2023. Congress had an 18 percent ad share volume and BJP stood at a close 14 percent.
On radio however, BJP took the lead. BJP was on top with 45 percent share of ad volumes in the period. The top five political parties together added 87 percent share of ad volumes in the first three months of 2023.
Overall trends in the TAM report suggest growing political ad insertions across channels. Political ad insertions in print publications increased by 29 percent in March 2023 as compared to February 2023. TV also saw growing ad volumes between January and March. Radio stood out with the highest ad insertion witnessed in January 2023.