Friday, April 23, 2021
Home Editor's picks Media peddles fake news about BJP becoming the top advertiser on television

Media peddles fake news about BJP becoming the top advertiser on television

As per BARC data, BJP is not even in the top ten advertisers for the week ending November 16.

On 23rd November, Economic Times ran a story titled Ahead of polls, BJP becomes the number one advertiser on television. It claimed that according to the latest data from Broadcast Audience Research Council (BARC), Bharatiya Janata Party (BJP) has become number one advertiser on Indian television in the week ended November 16.

The story said that BJP was ahead of other advertisers like Hindustan Unilever, Reckitt Benckiser, Amazon and others. The story mentions that BJP ranked as number one advertiser across all channels, up from number two in the previous week.

The story was soon followed by other media houses and all of them published the same story. It soon became viral on Social Media, and leaders from opposition parties were quick to spread the same.

As per some reports, the Congress party went ahead and demanded a probe by the Election Commission into BJP becoming ‘top advertiser’.

The claim that BJP has surpassed traditional advertisers like HUL was a surprising news, so we decided to check the source of the news. The weekly television advertising and viewership data are uploaded on the BARC website, so we headed there to verify the report. When we selected to see the top 10 advertisers for the week ended November 16, we were presented with the following table.

As you can see, forget being the number 1 advertiser for the week, BJP is not even in the top 10 list. As per the BARC data, Hindustan Lever Ltd (they are still using the old name for the company) is the top advertiser for the week ending November 16. HUL is followed by Reckitt Benckiser, ITC, Procter & Gamble, Ponds India, Wipro, Cadburys, Brook Bond Lipton, Godrej Consumer Products and Marico in the list of ten, all predictable top advertisers on television, with BJP nowhere to be seen.

From the BARC website, it is clear that BJP has not become the top advertiser in the country and it is a fake news.

But why a media house like Economic Times publish such a baseless news? On the BARC website, there is one more category for advertises on television, top 10 brands. And on that list, BJP is occupying the top place for the same week, followed by Netflix and Trivago. So, BJP is the top advertised brand on TV for the week, but it was not the top advertiser as media reports claiming.

If companies like HUL are in top advertiser list, why they don’t feature in the top brand list, you may ask. The answer is simple, FMCG behemoths like HUL, ITC etc have dozens of products for which they advertise on TV. This means, although they spend the highest amount on advertisements, that amount is divided among various brands. For that simple reason, BJP has emerged as the top advertised brand as the party’s advertising is not divided among numerous brands like consumer goods companies. That is also the reason why Netflix and Trivago are on the list because these companies do not have multiple brands to divide their advertising.

There is a fundamental difference between becoming a top advertiser and top advertised brand. And to claim one as the another is definitely a fake news.

The BARC data is publicly available online, even then how and why the media houses spread this fake news, that is a big question. One media house may have done a mistake, but it can’t be believed other media houses covering the story didn’t check the source website even once. This must be a deliberate attempt at spreading misinformation regarding BJP ahead of elections. On this issue, Congress is perhaps right, Election Commission should inquire into the matter to find out the root of this fake news.

  Support Us  

Whether NDTV or 'The Wire', they never have to worry about funds. In name of saving democracy, they get money from various sources. We need your support to fight them. Please contribute whatever you can afford

Raju Das
Corporate Dropout, Freelance Translator

Related Articles

Trending now

Congress leader Chidambaram wants state governments to unionise to haggle over vaccine costs: Here is why that is a bizarre idea

P. Chidambaram has managed to come up with another spectacularly braindead idea that does not make any sense.

The West does not have any moral high ground over China, their conduct during Covid crisis is further proof of it

The United States of America has projected its geopolitical rivalry with China as a great conflict between good and evil.

Arvind Kejriwal nosedives into gutter politics, spreads lies during CMs’ video conference with PM, illegally airs private meeting

As soon as the PM got to know of this fact, he reprimanded Arvind Kejriwal for breaking protocol, and the telecast was immediately stopped. Reportedly, the PM said to Kejriwal, “You have broken a very imp protocol, such private conversation are never televised”.

ThePrint’s contributing editor caught on the wrong foot, tries to play vulture politics over death of colleague, gets called out: Here’s what happened

On Thursday (April 22), 'journalist' Shivam Vij took to Twitter to inform about the death of a college classmate named Shaoli Rudra.

At least 57 dead in hospital mishaps in 4 months in Maharashtra: Who is accountable for the loss?

Here's the list of 4 completely avoidable incidents that took place in Maharashtra in the last few months, amidst the Coronavirus pandemic

Odisha CM Naveen Patnaik is an example for counterparts: Speaks to PM, extends help to other states without political drama

Odisha CM speaks to PM Modi, promises all possible help in supplying oxygen to other states during Covid crisis.

Recently Popular

Priyanka Gandhi’s Twitter faux pas, takes three attempts for condolence tweet

At 10:38 AM, four minutes after her first tweet, Priyanka Gandhi Vadra tweeted correct condolence message to correct intended recipient on third attempt.

NDTV journalist Gargi Rawat Ansari shows how she is willing to sacrifice human lives so propaganda continues to reign supreme

NDTV journalist Gargi Rawat Ansari is married to Yusuf Ahmad Ansari, the great-grandson of former Congress President Mukhtar Ahmad Ansari

Sitaram Yechury’s son passes away due to Covid-19

The CPI(M) General Secretary in his tweet thanked all the medical staff who treated his son Ashish Yechury

TikTok Star Funbucket Bhargav, of OMG fame, arrested for raping minor girl

TikTok Star 'Funbucket Bhargav' arrested for raping a minor. Fans of actor Nithya wrongly assumed she was the victim.

Arvind Kejriwal nosedives into gutter politics, spreads lies during CMs’ video conference with PM, illegally airs private meeting

As soon as the PM got to know of this fact, he reprimanded Arvind Kejriwal for breaking protocol, and the telecast was immediately stopped. Reportedly, the PM said to Kejriwal, “You have broken a very imp protocol, such private conversation are never televised”.
- Advertisement -

 

Connect with us

254,082FansLike
531,641FollowersFollow
24,200SubscribersSubscribe