Bihar Assembly Elections Fuel Political Advertising Boom in Hindi Newspapers
As Bihar gears up for its assembly elections in November, the state’s media landscape is witnessing a sharp surge in political advertising, particularly across Hindi newspapers. While digital platforms continue to play a strong role in campaign messaging through videos, influencer tie-ups, and social media outreach, print media — especially regional Hindi dailies — has emerged as a major beneficiary this election season.
Print Media Sees Record Ad Spend
According to media industry estimates, Hindi newspapers in Bihar have captured nearly three times more ad revenue than digital platforms so far. While digital advertising spends are pegged at around ₹5 crore, print media has attracted close to ₹15 crore — and insiders say the number could rise significantly post-Diwali as campaigning intensifies.
A senior publishing executive explained, “Elections drive curiosity among readers — they want to know more about candidates, manifestos, and promises. For political parties, Hindi newspapers remain one of the most trusted and direct ways to connect with voters, especially in small towns and rural regions.”
Why Hindi Newspapers Still Matter
Despite the digital boom, Bihar’s voter base continues to rely heavily on local-language print media for credible political information. Hindi newspapers offer unmatched reach in tier-2 and tier-3 districts, where mobile data usage and social media penetration remain comparatively lower.
Moreover, political parties often prefer print ads for credibility and regional appeal, using full-page spreads, candidate profiles, and manifesto highlights to engage readers. These ads are often supplemented by editorial-style advertorials and localized inserts, designed to influence opinions in key constituencies.
Digital and Print: A Dual Strategy
While social media and digital advertising have become indispensable tools for reaching young and urban voters, parties are adopting a hybrid strategy this year — combining online visibility with the authenticity of traditional media.
Digital spends are being directed toward video campaigns, influencer collaborations, and YouTube shorts, while newspapers are being used for regional storytelling, emotional messaging, and credibility building.
The Post-Diwali Push
With election dates nearing and political momentum building, media planners expect a massive spike in ad volumes after Diwali. Both national and regional parties are likely to roll out aggressive campaigns to dominate front pages and online feeds alike.
Industry experts predict that the total political advertising spend in Bihar could surpass ₹50 crore by the time polling begins — with Hindi newspapers retaining a dominant share of the pie.
Key Takeaways
- Elections Impact: Bihar’s November polls have triggered a boom in political advertising.
- Ad Revenue Split: Hindi newspapers have earned nearly ₹15 crore, triple digital’s share of ₹5 crore.
- Trusted Medium: Print remains vital for regional credibility and mass voter outreach.
- Strategy Mix: Parties are balancing digital engagement with traditional print influence.
- Future Outlook: Post-Diwali campaigns will intensify spending across all media platforms.
