Rajesh Radhakrishnan, Chief Marketing Officer, Vritti Solutions, said that elections are the perfect time for media owners to recover their expenses.
“The political spending this time will be at par, or even better, compared to previous elections as people are not as apprehensive about Covid-19 as they were in the past. It has become the new normal. In the last election, most people were inside their houses. Everyone is used to living with Corona now. As most people are stepping out of their homes, there is going to be a good emphasis on OOH advertising. There is a big demand so OOH properties could go off the shelves quickly,” Radhakrishnan said.
He added that OOH players will double their rates for political parties.
OOH activities like meetings, activations, engagements comprise about 60% of the campaign ad spending, he said. The balance will be from print, radio, and TV ads.