In the lead-up to the impending general elections, political parties are intensifying their outreach endeavors, particularly through digital channels. According to estimations by Meta and Google, the expenditure on political advertisements in India has soared to approximately Rs 102.7 crore over the past three months.
A striking revelation from the data analysis conducted by India Today's Open-Source Intelligence (OSINT) team indicates that Prashant Kishor’s Jan Suraaj Party, along with an associated entity, has surpassed the Congress in online ad spending during this period. Additionally, it is noteworthy that pro-BJP pages collectively allocated a sum greater than the combined spending of other political entities.
The ruling Bharatiya Janata Party (BJP) notably outspent its principal competitor, the Congress, by a considerable margin, with an expenditure exceeding Rs 37 crore on digital promotions. Conversely, the Indian National Congress (INC) and its affiliates directed a mere Rs 12.2 lakh towards online content promotion.
Furthermore, the data reveals varying spending patterns among different political factions. While regional parties such as Andhra Pradesh’s YSR Congress Party and Odisha’s Biju Janata Dal (BJD) have allocated substantial sums for digital campaigns, others like the Samajwadi Party, Rashtriya Janata Dal, and Jharkhand Mukti Morcha have abstained from such expenditures.
The scenario also sheds light on the intricate networks involved in online advertising, with shadow entities facilitating campaigns supporting various parties. These campaigns often target specific narratives and engage in smear tactics against opposing factions.
Moreover, the analysis underscores the significance of certain demographics in political ad targeting, with regions like Odisha and West Bengal emerging as focal points for digital campaigning. Instagram, in particular, has become a preferred platform for political advertising, with parties strategically leveraging its reach for their promotional endeavors.
In summary, the evolving landscape of digital campaigning in India reflects a complex interplay of expenditure strategies, target demographics, and narrative framing, underscoring the pivotal role of online platforms in shaping political discourse and mobilizing public opinion.
