State elections buoy Rajasthan OOH biz

However, it was also a field day for unauthorised media

While the Rajasthan Assembly Elections 2018 are happening as you read this report, one battle has already been fought by the political contestants on the OOH ground, providing a big impetus to the local OOH trade. Sharing an OOH ground report from Rajasthan, Divyam Thukral of Thukral Digital Media told Media4Growth that there has been a significant demand for hoardings in the state. However, he believes the spends by the political parties would have been even higher, but for the stringent norms set by the Election Commission on campaigns.

The local parties confined their campaigns to areas in and around their spheres of influence, but it were the national parties that went big on outdoor advertising.

Unfortunately, elections also given an opportunity for some players to make capital from unauthorised media, which hurt the business of those holding authorised media. “That was a drawback for legal media owners who pay for tenders and taxes. And the unauthorised sites are generally erected out of Nagar Nigam boundaries where they have no control but they do come as a competition to legal sites,” he said.