UP Election 2022: Elections for the next assembly of the country’s largest state UP can be held in February-March 2022 next year. According to industry estimates, all parties can spend Rs 8,000 crore on advertisements, of which TV commercials will have the largest share. About 40-45 percent i.e. Rs 3200-3600 crore will be spent on advertisements through news medium. According to industry estimates, Rs 5,500 crore was spent on advertisements in the 2017 assembly elections.
The battle of UP elections is over and all the political parties are campaigning with gusto. Due to this, money is being rained heavily for advertisements on Hindi news channels. UP has maximum number of Lok Sabha and Vidhan Sabha seats. There are 403 assembly seats and 80 Lok Sabha seats in the state. In a conversation with Brandwagon Online, a senior news broadcasting official informed that the viewership of both Hindi and English languages is increasing rapidly for the state elections. Uttar Pradesh accounts for 15 per cent of Hindi news viewership, which is expected to reach 60-80 per cent during elections and counting.
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Advertisement prices may increase by 25% due to elections
According to industry estimates, a 10-second ad on Hindi news channels like R Bharat and ABP during prime time (8 pm to 10 pm) costs Rs 10,000 to Rs 30,000. Talking about English channels like Times Now and Republic, they have a price of 9 thousand-15 thousand rupees for a 10 second ad during prime time (8 to 11 pm). In view of the elections, the prices of advertisements for special programming have increased by 10-12 per cent and by mid-December there may be an additional increase of 15 per cent. According to estimates, Hindi News Network can earn Rs 150-200 crore from advertisements during the UP elections.
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Some of the leading networks in the country have launched new news channels. For example, Times News Network launched its Hindi news channel Times Now Navbharat in August. Apart from this, Leading Networks has started an additional special program regarding the elections. For example, ABP (Anandbazar Patrika) has started election coverage on its national and regional channels. According to Avinash Pandey, CEO of ABP News Network, 10 new programs have been launched for the coverage of UP elections, out of which eight Hindi news channels are running on ABP Ganga. Apart from this, ABP network is also running ABP C-Voter survey in view of the elections. Pandey expressed hope that they are in a strong position to get ads through sponsorship, spot rates and non-fact ads.
(Article: Vainavi Mahendra)
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