New data shows that political parties have spent much less on advertising in the traditional media in the past six months to September. The biggest losers are radio and television.
According to advertising monitoring agency, The Nielsen Company, political parties only started using radio and television to woo voters at the end of last month.
Preliminary data compiled by the company shows that party spending on print, radio and television for Monday”s local government elections declined by about 80% compared to spending in the 2016 polls.
“What we are seeing in ad spend now is a significant reduction compared to 2016. If you look at this point before elections, measurement of total spend up until 2 months ago in 2021 compared to 2016, the rate card of ad spend in SA was just over a million rand across all political parties for all traditional media types of exposure,” says Murphy.
LGE 2021 | Radio, TV miss out as parties spend less on advertising
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