By BestMediaInfo Bureau

Experts from the outdoor advertising domain estimate that political parties will spend around Rs 1000-1200 crore for the upcoming general elections to be held between April and May.

Haresh Nayak, Founder and CEO, Connect Network Inc, said, “Our estimate indicates the spends across the country by all parties will be around Rs 1000 to 1200 crore.”

During the 2019 Lok Sabha elections, political parties spent as much as Rs 400 crore on outdoor ads, as per reports.

Outdoor advertising continues to remain an important medium for parties to engage with voters, despite the growth of digital advertising.

Rajesh Radhakrishnan, Co-Founder and Chief Marketing Officer, Vritti iMedia, said that political parties have set aside approximately 40% of election budgets for OOH, including DOOH.

He further said that as DOOH gains traction, particularly in small cities and villages, the investment in this medium is likely to increase significantly over the next few years.

“The traditional OOH methods like posters and banners remain prevalent, but the adoption of digital platforms, such as LED vans and DOOH screens, has seen a remarkable increase,” added Radhakrishnan.

We have already seen brands’ frenzy for Ram Mandir's consecration, where they paid 4-5X ad rates for a presence in Ayodhya.

Nayak told BestMediaInfo.com that given the rise in demand for OOH advertising by political parties, OOH advertising companies would be able to charge a premium of around 10 to 15% for general election advertising.

Having said that, Radhakrishnan emphasised that the ad rates for political ads during elections can vary depending on factors such as the location, duration, and format of the advertisement.

“Outdoor advertising companies may charge political parties a premium during election periods due to increased demand and limited availability of prime advertising spaces. The hike in rates can vary based on market dynamics and competition among advertisers. However, the precise rates and hikes would need to be determined based on specific negotiations with advertising agencies and media owners,” he said.

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