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Data watch: Pro-govt pages, BJP spend most on Facebook, Insta ads in Feb

The list put out by Facebook also shows that the top three advertisers are all pro-government pages, namely - Bharat Ke Mann Ki Baat, Nation with NaMo and MyGov India

BS Web Team  |  New Delhi 

With the 2019 Lok Sabha elections drawing close, it appears that parties and politicians have upped their ad game with pro-government ads leading the race on social media. You can view the complete data here.

The monthly report (February 1-March 2) put out by Facebook, in its effort to increase transparency, shows that Bharat Ke Mann Ki Baat spent over Rs 1 crore — the highest amount — for running 1,168 advertisements across Facebook/ Moreover, these ads ran without any disclaimer. According to Facebook, "When an advertiser categorizes their ad as being related to or an issue of importance, they are required to disclose who paid for the ad. If an ad ran without a disclaimer, this field will say, "These ads ran without a disclaimer." This means that after the ad started running, we determined it was related to and issues of importance and required the label. The ad was taken down."

The list also shows that the top three advertisers are all pro-government pages, namely — Bharat Ke Mann Ki Baat, Nation with NaMo and MyGov India, the only verified account amongst the top three.

They cumulatively spend over Rs 1.7 crore for promoting 1,913 ads, that too, without running any disclaimer.

Bharat Ke Mann Ki Baat ad

Screenshots of two ads by 'Bharat Ke Mann Ki Baat' page

From February 2019 to March 2, 2019, the official page “Bharat Ki Mann Ki Baat” spent over Rs 18 lakh on advertising 338 different ads across and In second place is a page called “Nation with NaMo”, having spent nearly Rs 12 lakh during the same month with 443 ads. In third place is “MyGov India” with Rs 9 lakh being spent on nine ads.

NaMo ads

Screenshot of two ads by 'Nation with NaMo' page

MyGov India Facebook ads

A screenshot of the ads put out by MyGov India Facebook page

However, all three pages also sponsored ads with disclaimers and spent over Rs 39 lakh in 840 ads collectively. Interestingly, MyGov India spent Rs 913,786 in just nine ads in February.

At the 10th position in the list is the verified page of that spent Rs 660,404 for two ads with the disclaimer of its handle name. Here are the top 20 page names in order of the highest amount spent:

Page Name Disclaimer Amount Spent (Rs) Number of Ads
Bharat Ke Mann Ki Baat These ads ran without a disclaimer 10160240 1168
Nation with NaMo These ads ran without a disclaimer 5224296 631
MyGov India These ads ran without a disclaimer 2527349 114
Dailyhunt App These ads ran without a disclaimer 2219395 14
Bharat Ke Mann Ki Baat Bharat Ke Mann Ki Baat 1847555 388
Nation with NaMo Nation with NaMo 1186079 443
Dailyhunt These ads ran without a disclaimer 1094011 2
Great Learning These ads ran without a disclaimer 1087656 16
MyGov India Akash Jain 913786 9
Bharatiya Janata Party (BJP) Bharatiya Janata Party (BJP) 660404 2
BabyChakra These ads ran without a disclaimer 623766 1
Karnataka Towards Development These ads ran without a disclaimer 620267 9
Naveen Patnaik Sasmit Patra 448672 13
Transforming India These ads ran without a disclaimer 373801 4
Public These ads ran without a disclaimer 321889 92
NaMo Merchandise These ads ran without a disclaimer 317852 41
Inshorts These ads ran without a disclaimer 302464 30
HousingMan These ads ran without a disclaimer 239361 89
Amit Shah These ads ran without a disclaimer 212071 1

stands out

Leaving all politicians behind, the official page of Odisha Chief Minister has spent the most — Rs 862,981 — on 32 ads in February. These have been published by Sasmit Patra, Odisha and unknown sources.

Following him is BJP chief Amit Shah's official page that spent Rs 212,071 on just one ghost advertisement.

Page Name Disclaimer Amount Spent (Rs) Number of Ads
Naveen Patnaik Sasmit Patra 448672 13
Naveen Patnaik Odisha 208135 14
Naveen Patnaik These ads ran without a disclaimer 206174 5

Top search items

report also stated that from February 24 to March 2, the top search words searched on Facebook and were "bjp, modi, congress, narendra modi and India."

First Published: Thu, March 07 2019. 12:36 IST
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