Lok Sabha Polls: BJP spent Rs 100 crore on Google ads in five months
As Lok Sabha battle in the country intensifies with the fifth phase of elections conducted on Monday, political parties have ramped up their efforts to seek attention and votes of the digitally-connected citizens. Ruling Bharatiya Janata Party (BJP) leads the pack with a hefty investment of Rs 100 crore in Google ads since the start of this year till May 20, as per Google's Ad Transparency data. Of this, over Rs 40 crore have been spent in the month of May only (up to May 20), amid speculations that the party may not be able to win as many seats as it had originally aimed for.
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Main opposition party Indian National Congress (INC) has also ramped up spends on digital advertising. Earlier, ranking fourth after DAVP, the party is now ranked second, after BJP, with Rs 39 crore expenditure. It spent nearly Rs 12 crore in the month of May.
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Google has earned a whopping Rs 256 crore between January 1 till May 20, 2024 from political ads alone. Of this, April and May (till 20th) account for over Rs 160 crore. More than two third of ad spends went to video ads, data shows. The Lok Sabha polls kicked off on April 19. While four phases are spread in May, the last phase is slated on June 1 for which campaigns will end on May 31 itself. The results will be declared on June 4. Political consulting groups like the Chennai-based Populus Empowerment Network (PEN) and Mumbai-based I-PAC are also significant contributors to Google's coffers. PEN, which works closely with Tamil Nadu chief minister MK Stalin and is believed to be owned by Stalin’s son-in-law V Sabareesan, has spent Rs 16.6 crore in 2024. The I-PAC, which is believed to be the country’s first and largest cross-party political advocacy group, set up by Prashant Kishore, spent Rs 8.9 crore. Other entities such as the Biju Janata Dal (Rs 13.7 crore), Odisha government (Rs 3.4 crore) and YSR Congress (Rs 12.8 crore) have also ranked among top on Google's advertising platform. Notably, Odisha and Andhra are holding Assembly elections simultaneously. Over two lakh political ads have been floated on Google so far this year. Always connected voters Increasing political ad spend on Google underscores the pivotal role tech platforms play in shaping the opinion of the net savvy population. "With a vast reach and precise targeting capabilities, platforms like Google offer political parties and organizations an unparalleled opportunity to connect with voters on a massive scale," political party leaders told e4m. “The substantial investment in Google ads reflects the growing importance of online outreach strategies in shaping public opinion and securing electoral victories. In this digital age, where information travels at the speed of light, mastering the art of online campaigning may well prove to be the decisive factor in,” a senior ad executive pointed out. Over 97 crore voters are using their franchise this time. Young voters, who are connected with the internet 27/7, are emerging as a critical force poised to influence the political landscape. With over two crore first-time voters aged 18-19 and a substantial portion of the electorate under 30, this demographic holds the potential to significantly sway the outcomes. Youngsters were instrumental in BJP victories in 2014 and 2019. Campaigns and manifestos are increasingly tailored to address the concerns and aspirations of this dynamic group, highlighting the evolving nature of Indian democracy.
Tags : Lok Sabha Polls Google Ads Congress Bjp Political Ads