Television Broadcasters are accepting a windfall profit from ad spends that the political parties will be making for the upcoming general elections scheduled for April.
Although there are no available estimates on the quantum of ad spends on television channels by political parties, report in the media say that ZEEL chief sales officer Ashish Sehgal and Multi Screen Media (MSM) president (network sales, licensing and telephony) Rohit Gupta believe that the ad spends would be anywhere in the region of Rs 100 crore to Rs 150 crore.
And unlike the 2009 general elections, when the news channels were the mainstay of election campaign for political parties, the 2014 elections have seen the emergence of general entertainment channels (GECs), Hindi as well as regional, and cricket as critical genres for parties to reach out to maximum people.
The Congress and BJP are believed to individually spend anywhere between Rs 400–500 crore on advertisements for this year’s elections. While the Congress has awarded its media mandate to Dentsu, in the BJP’s case it rests with Madison.
A Pitch-Madison report on advertising expenditure had revealed that political advertising will fuel the AdEx growth this year with political parties expected to spend Rs 2,500 crore on advertising.