Regional political parties dominate ad share in 2021 TN, Kerala polls: TAM AdEx

The recently concluded state assembly elections in five states – Assam, Kerala, Puducherry, Tamil Nadu and West Bengal – saw some bitter contests and mega spends by the BJP as well as the regional parties of the respective states. BJP won the Assam assembly polls, while the NDA alliance has come to power in Puducherry. Tamil Nadu has MK Stalin-led DMK government, while in Kerala Pinarayi Vijayan-led LDF government has been elected.

Tamil Nadu – Share of Political Ads

As far as share of Political Ads during the 2021 Assembly elections is concerned, Television was the most preferred medium with 70% of the ad insertion share during 2021, followed by Radio and Print with 28% and 3% shares, respectively, as per TAM AdEx data.

In Print, significant growth was observed during the Tamil Nadu Assembly Elections in 2021.

Among the Top 5 Advertisers across TV, Radio and Print mediums, regional political parties DMK and AIADMK leds together with more than 60% share of Political Ad insertions in 2021. The Top 5 political parties had an 86% share of Political Ad Insertions during 2021.

National Parties BJP and the Congress were on 4th and 11th positions, respectively. Advertising share of National Party BJP decreased by 12% during 2021 over the 2016 Assembly Elections.

On the Television medium, DMK was on top with 35% share of Ad Insertions in the Tamil Nadu assembly election during 2021, whereas in 2016, it was in the 2nd position with 22% shares. National Parties BJP and the Congress were in the 6th and 12th positions, respectively, in the 2021 polls.

During the 2021 Tamil Nadu assembly elections, AIADMK and DMK were the Top 2 parties on the Radio medium.

In Print, Ad Insertion shares of regional party AIADMK increased by 15% during the 2021 polls.

As far as Week on Week Political Ads are concerned, in traditional mediums, negligible political ads were seen during the last four weeks (i.e., Weeks 15, 16, 17 and 18) in Tamil Nadu assembly elections.

TV and Radio:

During Week 13 of 2021, maximum Political Ads were done on TV and Radio.

Print:

During Week 14, maximum Political Ads were done in Print.

Kerala – Share of Political Ads

Television was the most preferred medium during the 2021 Kerala Assembly Elections, garnering 67% share of the ad insertions, followed by Radio and Print with 31% and 2% shares, respectively. In TV, 7% of the ad insertion growth was observed during the 2021 Kerala Assembly Elections over the 2016 Assembly polls.

Among the Top 5 Advertisers across TV, Radio and Print mediums, UDF (United Democratic Front) led with more than 38% share of the political ad insertions in 2021, followed by LDF (Left Democratic Front) with a 34% share.

The Top 5 political parties together had almost 100% share of the political ad insertions during 2021.

Advertising shares of national party BJP decreased by 20% during 2021 over 2016.

On the TV medium, UDF was on top with 39% share of Ad Insertions in the Kerala Assembly Elections during 2021, whereas in 2016, it was in the 3rd position with 15% share.

During the Kerala Assembly Elections, UDF and LDF were the Top 2 political parties in 2021 on the Radio medium.

In Print, UDF and NDA were the Top 2 advertisers during both the years of Kerala Assembly Elections, that is, 2016 and 2021.

As far as week on week political ads on TV, Radio and Print mediums are concerned, less amount of political advertisements were done during the last three weeks (i.e., Weeks 15, 16 and 17) of 2021.

TV and Radio:

During Week 13 of 2021, maximum political ads were done on TV & Radio.

Print:

During Week 14, maximum political ads were done in Print.