Congress Party Bought More Political Advertisements on Facebook and Instagram in August than in September 2020


The Congress party (INC) started advertising on Facebook related to the Bihar election quite early in July through its INC Bihar page. As shown in Figure 1, INC spent close to INR 135,000 in political ads in August, while the National Democratic Alliance (NDA) represented by the page “Modi Sangh Nitish,” spent over INR 97,000 during the same period. However, the Bharatiya Janata Party (BJP) spent only about INR 10,000, while the Janata Dal United (JD(U)) spent nothing. While the amount spent in political advertisements by the INC and NDA remained constant in September, about INR 128,000 and 102,000 respectively, there is a sudden spike in advertisement spending by the BJP and JDU. While the BJP spent over 750,000 the JD(U) spent more than INR 1,870,000 in September. The BJP has been running its political advertisements through two official pages – BJP Bihar and Atmanirbhar Bihar. Similarly, the JD(U) has been using three pages – JD(U) Bihar, JD(U) and Nitish Cares.

The week wise spending of political parties in political advertisements show that both the BJP and JD(U) spending started going up from the first week of September through the fourth week of September (Figure 2). However, there has been a decline in the total spending of both the BJP and JD(U) during the week ending on October 4. The Congress party did not spend any money in the week ending on October 4, while the NDA’s spending remained almost constant.

Published by Taberez A. Neyazi

I am Assistant Professor of Political Communication and New Media and Director of Digital Campaign Asia at the Department of Communications and New Media, National University of Singapore.

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