Bihar polls 2020: TV sees 94% ad insertions; 69% ad insertion growth in print: TAM AdEx

The recently concluded Bihar Assembly Elections 2020 saw television hogging the lion’s share of ad volumes. As per data from AdEx India, a division of TAM Media Research, TV was the most preferred medium with 94% of the ad insertion share during the 2020 Bihar Assembly Elections. While only 6% of the Political ads appeared on Print medium. Comparatively in the 2015 elections, TV had a 98% share of the ad insertions, while print had a mere 2%.

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In Print, 69% of the ad insertion growth was observed during the 2020 Bihar Assembly Elections over 2015.

The data period for the Bihar elections in 2020 is from September 3, 2020 to November 7, 2020.

On TV medium, BJP was on top with 41% share of Ad Insertions in Bihar Assembly Elections during 2020, whereas in 2015, BJP’s Ad Insertions was more than double at 87%. National Democratic Alliance was a distant second with 19% ad insertions.

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In Print, the Congress-I/ RJD/ CPI (Ml)/ CPI/ CPI (M) alliance led with 15% ad insertions in 2020. Regional party Janta Dal United had 9% share of Ad Insertions in the 2020 Bihar Assembly Elections.

On TV, no Political Ads appeared during Weeks 38 to 41, with the maximum Political Ads appearing during Week 44, peaking at 42%.

Political Ads in Print saw some activity in Weeks 36 to 39 and picked up again in Week 44 where it peaked at 35%, after a period of no Political Ads during Weeks 40 to 42.