Power of Ads: BJP's Online Ads have Encouraged 61% of Urban Voters to Vote for the Party

The political party's success is owed to their ad spends this election season, as per a survey done by YouGov.

A recent report by YouGov, a market research company, reveals that political advertisements have significantly influenced urban Indian voters ahead of the 18th General Elections. The report indicates that 76% of urban Indians have encountered political ads, while 14% have not.

BJP's Dominance in Political Advertising

The Bharatiya Janata Party (BJP) has a notable presence in political advertising, with 81% of urban Indians claiming to have seen their ads. In comparison, 47% have seen Indian National Congress (INC) ads, and only 12% have encountered ads from the Aam Aadmi Party (AAP).

Creativity and Resonance

BJP's ads are perceived as the most creative by 58% of urban Indians, while only 28% and 6% think similarly about Congress and AAP ads, respectively. Furthermore, 60% of respondents feel that BJP's ads resonate with viewers, compared to 27% for Congress and 5% for AAP.

Impact on Voting Behavior

The report highlights the significant impact of BJP's ads on voting behaviour, with 61% of urban Indians influenced to vote for BJP or reconsider their choice of another party. For Congress, this figure stands at 27%, and for AAP, it is 10%. As per the survey, the following key statistics were observed.

- Ad Visibility: BJP (81%), Congress (47%), AAP (12%)
- Top Platforms: YouTube (67%), TV (58%), Instagram (43%), WhatsApp (38%), Meta (35%)
- Ad Creativity: BJP (58%), Congress (28%), AAP (6%)
- Ad Resonance: BJP (60%), Congress (27%), AAP (5%)
- Influence on Voting: BJP (61%), Congress (27%), AAP (10%)

Generational Insights

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Millennials are particularly responsive to political ads, with 53% having seen Congress ads and 37% stating that these ads influenced their voting decisions more than other generations.This YouGov report underscores the critical role of political advertising in shaping voter behaviour, particularly in urban areas, with the BJP leading in both visibility and influence.

Most Popular Ad Platform

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YouTube is the leading platform for political ads, with 67% of respondents having seen ads there. Television follows closely with 58% viewership, particularly among millennials (64%) and Baby Boomers (71%). Other platforms include Instagram (43%), WhatsApp (38%), and Meta (35%), with Instagram being especially popular among Gen Z (50%) and Meta among millennials (42%).