Bengal leads the spending on political advertising on Facebook among the countries that have to take part in the survey
Political parties in West Bengal spent approximately ₹ 3.74 billion on poll-based campaigns, which fall under Facebook’s advertising category.
Among the four states and one union territory that will take part in the polls starting March 27, West Bengal is the number one political advertising spend on Facebook this year, according to data available on the social media platform.
In addition to West Bengal, parliamentary elections are held in three other states, Assam, Kerala and Tamil Nadu, as well as in the Union territory of Puducherry.
The Facebook ad spend of the Trinamool Congress, which wants to return to power for the third year in a row in West Bengal, exceeds that of the BJP, the main rival of the party led by Mamata Banerjee, in 90 days to the 22nd.
During the reporting period, West Bengal’s political parties spent approximately ₹ 3.74 billion on poll-based campaigns that fall into the Facebook social, electoral or political advertising category.
In terms of advertising spending in this category, West Bengal follows Tamil Nadu (₹ 3.3 crore), Assam (₹ 61.77 lakh), Kerala (₹ 38.86 lakh) and Puducherry (₹ 3.34 lakh) in the reporting period.
The Trinamool Congress spent the maximum amount among the parties, about 1.69 billion yen, from West Bengal on campaigns such as “Banglar Gorbo Mamata” (Bengal’s Pride Mamata) during the reporting period. There are also constituency-level versions such as “Dum Dum-er Garbo Mamata”.
The TMC’s digital ads are processed by the Indian Political Action Committee (I-PAC), which also runs other campaigns for the party on the social media platform.
During the reporting period, another Facebook page called “Khotikarok Modi” (Harmful Modi), according to the data, spent 33.12 lakh on political advertising.
The BJP state’s Facebook ad spend is around 25.31 lakh. There are advertising campaigns like Amar Paribar BJP Paribar (My family is BJP family) and Aar Noi Annay (No more injustice).
TMC’s Facebook page has 1.3 million followers, while West Bengal’s BJP has 1.7 million followers.
The State Congress spent around 5 lakh on advertising on Facebook, while the left-wing parties’ spending is negligible.
According to one analyst, political parties’ total digital advertising spend would be higher because they don’t always pay directly for campaigns.