How much do parties in Maharashtra spend on digital advertising?

The Maharashtra government’s plan to spend Rs 90 crore on digital advertising drew severe criticism from opposition parties. But how much are political parties and government agencies spending on online advertising in the run-up to state elections?

To find out, India Today analyzed online ads posted on Google and Meta platforms by rival political alliances Mahayuti (BJP, Shiv Sena and Nationalist Congress Party) and Maha Vikas Aghadi (Congress, NCP-Sharad Pawar faction and Shiv Sena-UBT) were placed. as well as from government agencies last month.

Data from Meta’s Ad Library report and Google Ads Transparency Center shows that more than Rs 8.5 crore was spent on “political advertising” as categorized by the platforms in Maharashtra between September 9 and October 8 became.

For this analysis, only ad spends that were above Rs 1 lakh were considered.

The Mahayuti Alliance spent Rs 2.49 million during the period, more than 10 times the amount spent by Maha Vikas Aghadi voters, who spent only Rs 24.59 million.

Former chief minister Uddhav Thackeray’s Shiv Sena faction did not spend money on digital advertising during this period. The expenditure of Sharad Pawar’s Nationalist Congress Party (NCP) group was also modest, not even reaching Rs 18 lakh.

Of Mahayuti’s Rs 2.49 billion, the BJP and its supporters spent Rs 2.18 billion – more than 87 percent – on public relations through websites, YouTube, Facebook and Instagram.

Among political parties, Sharad Pawar’s NCP was the second largest digital advertiser, spending nearly Rs 18 lakh, followed by Shiv Sena at Rs 16.5 lakh and Ajit Pawar-led NCP which spent Rs 13.63 lakh in the last 30 days spent rupees.

The data shows that the Congress party spent a little over Rs 6.5 lakh in Maharashtra. However, the biggest advertisers were government agencies, which placed over Rs 2.74 lakh crore worth of online ads during the period.

Top government advertisers include Ministry of Women and Child Development, Official Public Relations Agency of Maharashtra, Ministry of Food, Civil Supplies and Consumer Protection, Other Backward Bahujan Welfare Department, Jal Jeevan Mission, Maharashtra Building and Other Construction Workers Welfare Board and the Housing Authority.

Additionally, political leaders placed online advertisements worth Rs 25 lakh in personal capacity.

Advertising spending controversy

Earlier this week, the Maharashtra government floated a tender for a Rs 90-crore advertising campaign on digital platforms that would last just five days.

The move drew sharp criticism from Maha Vikas Aghadi (MVA) leaders, who termed it as “loot” and argued that the funds could have been better spent for public welfare.

“For digital advertising only, the Mahajhoothi ​​government has issued a 5-day tender worth Rs 90 crore – that is Rs 18 crore per day, Rs 75 lakh per hour and Rs 1.5 lakh per minute! “Maharashtra taxpayers’ money is flowing like water for the political benefit of this illegal government,” retorted Shiv Sena (UBT) MP Priyanka Chaturvedi.