Will TV be the most preferred medium again during Bihar Polls 2020?

Hectic political campaigning is on for the Bihar elections, slated for later this month and in early November 2020. Given the pandemic conditions, a lot more digital traction is seen for these elections compared to the state elections held in 2015.

As the state gears up for polls, AdEx India’s, a division of TAM Media Research, analysis of the political ads for Bihar State Assembly elections in 2015, reveals that TV was the most preferred medium, with 98 per cent of the ad insertion share during the 2015 Bihar Assembly election. While only 2 per cent of the Political ads appeared on Print medium.

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With 87 per cent ad insertions on TV, Bharatiya Janata Party (BJP) led among the Top 5 Advertisers doing the 2015 Bihar poll campaigns on TV and Print. Jan Adhikar Party was a distant second with 8 per cent ad insertions on TV. BJP led on print as well with 63 per cent ad insertions, followed by Bharatiya Avam Activist Party with 14 per cent ad insertions.

According to AdEx India, only 6 advertisers preferred TV medium for advertising, while Print attracted 20 advertisers in the 2015 polls.

National party BJP was the top advertiser with 87 per cent and 63 per cent share of ad insertions on TV and Print mediums, respectively.

Regional party Jan Adhikar Party had 8 per cent and 5 per cent share of political ad insertions on TV and Print, respectively, during 2015 polls.

The report further states that on TV, no political ads appeared during the first 4 weeks of the Bihar Assembly Elections on TV, while during Week 6, maximum political ads done on TV.

During Week 9, maximum political ads were done in Print, compared to TV medium.

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