A report by Compliance and Content Monitoring Limited (CCM) a technology player in media monitoring in Nigeria, has shown that the Peoples Democratic Party (PDP) outspent the All Progressives Congress (APC) in the 2015 presidential elections as regards media advertising nationwide, with a ratio of 3:1 yet still lost the elections.
The media organisation valued 2015 presidential elections media advertising spend by PDP and APC on Above the Line communication platforms at N3.23 billion, with PDP spending N2.5 billion and APC N728 million, which showed that PDP outspent APC by N1.8 billion.
The body which monitored the two prominent parties’ presidential election campaigns between December 2014 and March 2015 based its report on campaigns on radio, television, press and billboard across the country.
It said the PDP campaign, including third party adverts accounted for about N2.5 billion or 77 percent, with APC spending about N728million or 23 percent. The report highlighted that gross media rates were used in CCM’s calculations and the data across the monitored stations accounted for about 85 percent national coverage.
CCM’s calculations also excluded special media such as news mentions, live coverage of political rallies and Satellite (Pay TV) media and all Below-The-Line promotional spend.
Read more on: http://businessdayonline.com/2015/07/pdp-lost-presidential-election-despite-outspending-apc-by-n1-8bn-in-advertising/#.Vbif46RViko.
source: Business day
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