Radio secures 72% ad volumes in 2021 West Bengal elections


Radio ruled the roost in the 2021 West Bengal Assembly elections, and they had witnessed a fight between Trinamool Congress and the Bharatiya Janata Party. TAM Adex data for the elections from February 2, 2021, to April 29, 2021. Radio had become the preferred medium. Their 72 percentage of the ad insertion share during the 2021 West Bengal assembly, and was preceded by Television, Print with 27% and 1% shares. In 2016, West Bengal assembly elections Radio’s share was 50% and was preceded by a TV with a share of 49%, whereas print’s share was 1%.

Radio has witnessed 3% of the ad insertion growth in 2021 West Bengal assembly elections over 2016. Among TV, Radio, and Print mediums, National Party had secured more than 50% share of the Political Ad insertions in 2021 and was followed by regional political party Trinamool Congress with 39% share. In 2016, the ad insertion share of Trinamool Congress was more than 51 %, whereas BJP with 35%.

The top 5 political parties had a 99% share of Political Ad insertions during 2021. Ad insertions of BJP had a growth rate of 20% during 2021 over 2016. Thereafter, In TV medium, BJP has bagged top with 90% share of Ad insertions in the 2021 West Bengal assembly elections. In 2016, they had even secured 2nd position with 35% shares.

Trinamool Congress TV ad insertions had seen a downfall this year. There was a huge decline from 48% in 2016 to 2% in 2021. This party relies more on Radio, with 54% ad insertions in 2021. Even though, they had witnessed a decline of 55 % in 2016. They were the topmost party in those years on radio medium in 2016 and 2021.

In print, BJP has 74%

share of Ad insertions in 2021 during West Bengal assembly elections by defeating all other parties. Trinamool Congress share of 7% and was more than 4% ad insertion this party had on Print in 2016.

According to TAM AdEx’s Week on Week Analysis of Political Ads on TV, Radio, and Print mediums. The maximum advertising carried out in traditional mediums was between week 11 and Week 16.

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