Prime Minister Narendra Modi (Mint)
Prime Minister Narendra Modi (Mint)

BJP leads political ad spends on Google, Congress on sixth spot

  • BJP spent around 1.2 crore in advertising since February 2019 across 554 ads: Google report
  • The Indian National Congress occupied the sixth spot with an ad spend of 54,100 on 14 ads

New Delhi: Bharatiya Janata Party (BJP) is leading the political advertising spends across platforms on Google, according to data shared by the tech giant in its Political Advertising Transparency Report.

Narendra Modi-led BJP has spent around 1.2 crore in advertising since February 2019 across 554 ads, followed by Yuvajana Sramika Rythu (YSR) Congress Party that spent around 1.04 crore across 107 ads. Meanwhile, Rahul Gandhi-led Opposition party Indian National Congress occupied the sixth spot with an ad spend of 54,100 on 14 ads.

BJP has been running a combination of video, print and digital ads around its ongoing campaigns such as ‘Main Bhi Chowkidar’. Meanwhile, Congress has been highlighting the promises made by its PM candidate Rahul Gandhi through multiple digital ads.

In terms of geographies, Andhra Pradesh emerged as the largest spender with an expenditure of 1.73 crore on advertising, followed by Bihar with 1.05 crore and Delhi with 9.96 lakh.

Political parties and candidates collectively spent a total of 3.76 crore for 831 political ads on Google since 19 February, according to the transparency report.

In the run-up to the elections, Google has been actively working to bring transparency in political advertising on its platforms. It enforced its election ads policy for India on 20 February 2019. The policy requires advertisers running election ads in India to provide a pre-certificate issued by the Election Commission of India (ECI), or anyone authorised by the ECI, for each ad they wish to run.

Further, Google said it verifies the identity of advertisers before their election ads run on its platforms. It is making 'paid for' disclosures across its ads platforms. For most ad formats, the company said it automatically generates a “Paid for by" disclosure, using the information provided during this verification process. The disclosure displays the organisation name or individual name to users who see the ad.

Google made the political advertising data public as part of its India-specific Political Advertising Transparency Report along with a searchable political ads library announced in January this year.

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