Posted on 19th Mar 2024
e BJP has spent over Rs 31 crore on Google campaigns from January 1 to March 15, ahead of the upcoming Lok Sabha elections, data from Google Ads Transparency Centre reveals. Most of the ads featured Prime Minister Narendra Modi and were run in different languages.
As per the general election dates, announced by the Election Commission of India on March 16, the polls will kick off on April 19 and will be held in seven phases. The results will be declared on June 4.
Meanwhile, the Indian National Congress (INC) has spent just Rs 14 lakh in this period, which is less than 1 per cent of the BJP’s ad expenditure on Google. Most of their ads during this period featured Rahul Gandhi and ran in Hindi, targeting primarily Uttar Pradesh, Bihar, West Bengal and Maharashtra.
Biju Janata Dal (BJD), which currently rules in Odisha, was the second largest spender after BJP, followed by Telugu Desam Party of Andhra Pradesh. BJD, which is currently in talks with BJP for a pre-poll alliance, spent close to Rs 1.30 crore on Google ads between January 1 and March 15.
Odisha and Andhra Pradesh are among four states that are going to Assembly polls along with general elections.
Notably, top political parties have been spending on TV, Print, Radio and OOH, much before the election process was announced officially.
While the Modi-led NDA government is hoping to clinch a rare third term, the Opposition, loosely strung under the INDIA bloc, is hopeful of making a dent in NDA’s scorecard.
Political parties are bound to up their game in the next couple of weeks since the first phase of polls takes place in less than a month, poll strategists say.
“At present, all parties are busy forging alliances and finalizing their list of candidates. Once things are clear, we will have a blueprint of how and where to spend,” party insiders told e4m.
The EC has prescribed the expenditure limit as Rs 95 lakh for each Lok Sabha candidate and Rs 40 lakh for each Assembly candidate. A significant portion of this goes into advertising although it includes expenses on public meetings, rallies, hoardings, pamphlets, and all other election-related work.
Google mandates that all advertisers who wish to run election ads on Google platforms will have to undergo an identity verification process and disclose the source of funding for the advertisements.
Video ad tops poll agenda
Video ads have gripped the advertising domain over the past few years with most of the brands allocating the lion's share of their digital campaigns for video ads. Political parties have taken note.
This is being seen as part of the efforts to woo Gen Z and millennials.
While the Congress and the BJD have spent their entire funds on video, BJP has spent over 70 per cent on video ads.
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