As the curtain rises on the grand political theatre of the Lok Sabha elections 2024, slated to kick off on April 19, political parties are diving into the digital deep end, all vying for the coveted prize of voter attention. And where’s this virtual gladiator match taking place, you ask? None other than the hallowed halls of Google’s advertising space, where the stakes are sky-high and the spending is stratospheric!
In a striking display of digital prowess, political entities have ramped up their Google ad expenditure to a staggering Rs 52 crore from March 1 to April 9 this year. This figure, unearthed through Google’s political ads transparency initiative, represents a sixfold increase from the Rs 8.8 crore spent in the same period leading up to the 2019 Lok Sabha elections. The dramatic uptick in spending underscores the growing significance of digital platforms in the political discourse.
Lok Sabha Elections 2024: Who are the top dogs?
Topping the charts as the premier advertiser and wearing the big-boy-pants in this list, is the Bharatiya Janata Party. The BJP has splurged approximately Rs 9 crore on over 73,000 ads in March and April alone in 2024. My two cents on this development is that the party’s digital strategy peaked in the last week of March, signalling a calculated push to maximise visibility as the election draws closer.
Hot on the BJP’s heels, the Dravida Munnetra Kazhagam (DMK) has coughed up a whopping Rs 7.9 crore. A noteworthy 70% of this spending spree occurred in the early days of April, with the party, via its agency Populous Entertainment Network (PEN), shelling out nearly Rs 80 lakh on just April 2 and 3 alone. Now, you have to remember, the BJP is a national party and they spent 9 crore on 28 states and 8 union territories, whereas the DMK spent 8 crore just in Tamil Nadu.
Trailing behind the BJP and DMK, the Congress has allocated Rs 6.8 crore to its digital campaign efforts. The party’s advertisements have predominantly targeted key regions such as Maharashtra, Bihar, Madhya Pradesh, and Rajasthan, according to Google’s data.
Targeted Territories
The BJP’s ad campaign has strategically focused on Uttar Pradesh, Odisha, and Andhra Pradesh. However, a significant shift was observed between April 1 and April 9, with 27% of the party’s digital ad budget directed toward Tamil Nadu, amounting to Rs 14 lakhs. The dates around which the campaigns intensified mark Prime Minister Narendra Modi’s visit to Tamil Nadu. When he campaigns in the State, a significant amount of resources are extended to make it a grand affair.
Digital Canvas
When it comes to the format of choice, the BJP has overwhelmingly favoured video and radio ads, which constitute 84% of its digital advertisements from March 1 to April 9. These ads, spanning various regional languages, echo the party’s central theme: “Phir ek baar Modi Sarkar” (Once more, Modi government).
Other Contenders
While the BJP, DMK, and Congress dominate the digital ad landscape, other entities like the government-owned Central Bureau of Communication, (which is basically the government’s advisory body on advertisement and media strategy) and Indian PAC Consulting Private Ltd have also made their mark, with expenditures of Rs 3.9 crore and Rs 2 crore, respectively. The latter has been instrumental in advertising for both the Trinamool Congress and the YSR Congress Party.
Now for some deeper digital ad trend analysis: Let’ decode India’s political ad spend from June 2019-April 2024
A recent deep dive into the data reveals a fascinating tapestry of strategy, spending, and digital dominance. With a whopping 1,74,530 digital ads and an expenditure crossing the 350 crore mark, the political landscape is buzzing with online activity.
- Total number of digital ads – 1,74,530
- Total amount spent on ads – Rs 350,99,71,750 (350+cr)
Top Political Advertisers in India
| BJP (India) | ₹89.6cr |
| INC (India) | ₹35cr |
| DMK (Tamil Nadu) | ₹25.5cr |
| IPAC (WB, AP, Bihar, TN) | ₹14cr |
| BRS (Telangana) | ₹12cr |
| AIADMK (Tamil Nadu) | ₹7.3cr |
| YSRCP (Andhra Pradesh) | ₹4.4cr |
| BJD (Odisha) | ₹2.6cr |
| AAP (Delhi) | ₹1.1cr |
| SAD (Punjab) | ₹99.6 lakh |
| NTK (Tamil Nadu) | ₹17.1 lakh |
| CPIM (India) | ₹17 lakh |
| Jan Suraaj Party (Bihar) | ₹7.6 lakh |
The Big Spenders
Leading the charge in this digital extravaganza, of course, is the BJP, with an eye-watering spend of ₹89.6 crores. Not too far behind, the Congress has also thrown its hat in the ring with a substantial ₹35 crores. The DMK and its patriarch aren’t holding back either, with a ₹25.5 crore digital splash. Other notable players include IPAC, the BRS, and the AIADMK, each with their unique digital footprints across various states.
Top States Ads were Shown in India
| Tamil Nadu | ₹61.1cr |
| Telengana | ₹35.8cr |
| Uttar Pradesh | ₹28.1cr |
| Karnataka | ₹25.3cr |
| Madhya Pradesh | ₹24.5cr |
| Andhra Pradesh | ₹20.1cr |
| Maharashtra | ₹19.1cr |
| Rajasthan | ₹17.2cr |
| Delhi | ₹16.7cr |
| Gujarat | ₹15.1cr |
| West Bengal | ₹14.3cr |
| Bihar | ₹13.7cr |
| Odisha | ₹11.2cr |
| Punjab | ₹8.7cr |
| Haryana | ₹7.8cr |
| Assam | ₹4.5cr |
| Kerala | ₹4.3cr |
| Chhattisgarh | ₹4.3cr |
| Himachal Pradesh | ₹3.9cr |
| Jharkhand | ₹2.4cr |
| Chandigarh | ₹2.3cr |
| Goa | ₹2.1cr |
| Uttarakhand | ₹2.0cr |
| Jammu & Kashmir | ₹1.5cr |
| Meghalaya | ₹1.5cr |
| Tripura | ₹98 lakh |
| Manipur | ₹83 lakh |
| Mizoram | ₹25.3 lakh |
| Nagaland | ₹23.8 lakh |
| Puducherry | ₹22.7 lakh |
| Andaman and Nicobar Islands | ₹9.9 lakh |
| Sikkim | ₹8.9 lakh |
| Arunachal Pradesh | ₹8.3 lakh |
| Daman and Diu | ₹6.9 lakh |
| Dadra and Nagar Haveli | ₹6.5 lakh |
| Ladakh | ₹5.6 lakh |
| Lakshadweep | ₹4.5 lakh |
Where the Ads Come Alive
In the grand scheme of things, Tamil Nadu to my surprise, has emerged as the digital ad capital, with a staggering ₹61.1 crores spent, showcasing the state’s significance in the political narrative and dare I say, paranoia or fear of the opposition. Telangana and Uttar Pradesh follow suit, with spends of ₹35.8 crores and ₹28.1 crores respectively. Whether it is the southern tip of Karnataka or the heartland of Madhya Pradesh, every state tells a story through its digital ad expenditure.
A Journey Through Time
The digital ad saga has seen its highs and lows, with 2019 witnessing a ₹29.6 crore spend, dipping to ₹9.4 crores in 2020, possibly due to the pandemic. However, the graph saw a sharp rise in 2021 with ₹40.3 crores, maintaining momentum in 2022 with ₹36.2 crores. The years 2023 and the first four months of 2024 have seen a phenomenal surge, both clocking in at ₹118 crores, indicating a significant shift in political campaigning strategies.
The Battle of Formats
When it comes to the format of choice, videos reign supreme, capturing 80.9% of the total spend at a whopping ₹284 crores. Images aren’t far behind, securing 18.9% of the pie with ₹66.4 crores. Text ads, though less popular, still make their presence felt with a modest ₹65.8 lakh.
Ad Formats
- Video/Radio – 284cr (80.9%)
- Image – 66.4cr (18.9%)
- Text – 65.8 lakh (0.187 %)
It appears the digital domain has become an indispensable tool in the political arsenal, with parties leveraging it to reach out to the masses. The numbers paint a vivid picture of a fiercely competitive arena where every click, view, and like counts. As we navigate through this digital odyssey, one thing is clear: in the world of politics, the screen is mightier than the sword.
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