 "'Poll campaign by political parties to boost digital revenues'")
Election campaigning by political parties is likely to significantly boost revenues of the digital platform, an Assocham study has found.
Of the nearly Rs 4,000-5,000 crore total advertisement and publicity spend, the digital platforms can expect to garner at least Rs 400-500 crore, given the fact the internet penetration is limited to about 30 per cent of the voters, the study has revealed.
Technology giants like Google and social networking websites like Twitter and Facebook can expect their India revenue to rise substantially this year with the political parties spending more money on digital media than the previous general election in 2009, the study observed.
"It is not just national parties such as the Congress, the Bharatiya Janata Party (BJP) and Aam Aadmi Party (AAP) but also smaller regional parties that are bumping up their digital ad budgets this year," Assocham Secretary General D S Rawat said.
As per the new rules of the Election Commission which has strengthened its oversight over the social media, all the political ad insertions for the social media would need its clearance.
"When it comes to cities, the majority of parties are appealing to a younger generation of internet savvy voters, not just in larger metros like Mumbai, Delhi, Bangalore, Kolkata but also in tier-II and tier-III cities as well," Rawat said.
Of the nearly Rs 4,000-5,000 crore total advertisement and publicity spend, the digital platforms can expect to garner at least Rs 400-500 crore, given the fact the internet penetration is limited to about 30 per cent of the voters, the study has revealed.
Technology giants like Google and social networking websites like Twitter and Facebook can expect their India revenue to rise substantially this year with the political parties spending more money on digital media than the previous general election in 2009, the study observed.
"It is not just national parties such as the Congress, the Bharatiya Janata Party (BJP) and Aam Aadmi Party (AAP) but also smaller regional parties that are bumping up their digital ad budgets this year," Assocham Secretary General D S Rawat said.
As per the new rules of the Election Commission which has strengthened its oversight over the social media, all the political ad insertions for the social media would need its clearance.
"When it comes to cities, the majority of parties are appealing to a younger generation of internet savvy voters, not just in larger metros like Mumbai, Delhi, Bangalore, Kolkata but also in tier-II and tier-III cities as well," Rawat said.
You’ve reached your limit of {{free_limit}} free articles this month.
Subscribe now for unlimited access.
Already subscribed? Log in
Subscribe to read the full story →*Subscribe to Business Standard digital and get complimentary access to The New York Times
Smart Quarterly
₹900
3 Months
₹300/Month
SAVE 25%
Smart Essential
₹2,700
1 Year
₹225/Month
SAVE 46%
*Complimentary New York Times access for the 2nd year will be given after 12 months
Super Saver
₹3,900
2 Years
₹162/Month
Subscribe
Renews automatically, cancel anytime
Here’s what’s included in our digital subscription plans
Exclusive premium stories online
Over 30 premium stories daily, handpicked by our editors
Complimentary Access to The New York Times
News, Games, Cooking, Audio, Wirecutter & The Athletic
Business Standard Epaper
Digital replica of our daily newspaper — with options to read, save, and share
Curated Newsletters
Insights on markets, finance, politics, tech, and more delivered to your inbox
Market Analysis & Investment Insights
In-depth market analysis & insights with access to The Smart Investor
Archives
Repository of articles and publications dating back to 1997
Ad-free Reading
Uninterrupted reading experience with no advertisements
Seamless Access Across All Devices
Access Business Standard across devices — mobile, tablet, or PC, via web or app
SAVE 25%