TV sees 53% dip in political ad insertions as compared to 2014: TAM AdEx

Starts 3rd October

Vanita Keswani

Madison Media Sigma

Poulomi Roy

Joy Personal Care

Hema Malik

IPG Mediabrands

Anita Kotwani

Dentsu Media

Archana Aggarwal

Ex-Airtel

Anjali Madan

Mondelez India

Anupriya Acharya

Publicis Groupe

Suhasini Haidar

The Hindu

Sheran Mehra

Tata Digital

Rathi Gangappa

Starcom India

Mayanti Langer Binny

Sports Prensented

Swati Rathi

Godrej Appliances

TV sees 53% dip in political ad insertions as compared to 2014: TAM AdEx

Radio showed a striking growth as a medium with an indexed growth of 14%

adEX

MUMBAI: For almost three decades, TV has remained the preferred choice for political parties to advertise during the poll seasons, given its mass outreach.

However, despite leading the charts in terms of ad insertions made on any traditional medium, TV has seen an indexed dip of 83 per cent in ad insertions made during the period of 1 January to 16 March 2019 as compared to the same period during 2014 polls.

The findings have been shared by TAM AdEx in its latest stats of political ad insertions made this year. While TV accounted for the highest ad insertions during the 5th and the 11th week of 2019 as compared to radio and print, it fared relatively lower otherwise.

Interestingly, radio showed a striking growth as a medium since 2014, as it noted a 14 per cent growth in ad insertions. Like TV, print also saw a dip in ad insertions this year, showing an indexed sink of 9 per cent.

Leading the bill in the political advertisers list is, unsurprisingly, the ruling party BJP holding a 53 per cent share in the combined ad insertions across TV, print, and radio. Following it is the rival Congress, but with a considerably lower share of 14 per cent.

Other parties in the list are Telugu Desam (6 per cent), Amma Makkal Munnetra Kazhagam (3 per cent), and AIADMK (3 per cent).

The general election is scheduled to be held in seven phases from 11 April to 19 May 2019. The counting of the votes and declaration of the results will happen on 23 May.