MAM
TAM AdEx: Surge in political advertising during Maharashtra assembly elections
Mumbai: As the election season approaches, the advertising landscape witnessed a surge in activity, especially across traditional mediums like TV, print, and radio. A recent report by TAM AdEx, a division of TAM Media Research, delved into the advertising patterns observed during the assembly election periods of September 2023 and October 2024. The report highlighted how political parties have strategically leveraged various media channels to maximize their reach and influence voters.
The analysis focused on the ad insertions and ad volumes across different media platforms, comparing the data from the months leading up to the elections in 2023 and 2024. The study covered a range of advertising categories, primarily focusing on political ads, and provides insights into the evolving strategies adopted by political entities.
The report noticed an increase in advertising across TV, print, and radio, particularly in the months leading up to the elections. Here’s a breakdown of the media usage trends:
● Television remained the most dominant platform, capturing a large share of political ad insertions. This trend is attributed to TV’s extensive reach and ability to engage a wide demographic, making it a preferred medium for political campaigns.
● Print media continued to play a crucial role, especially in regional advertising. Political parties leverage newspapers to reach specific voter bases, particularly in rural and semi-urban areas where print media retains substantial influence.
● Radio also saw a noticeable increase in ad volumes, highlighting its importance as a medium for quick and cost-effective voter engagement, especially in local languages.
The Ad Insertions data from the “Assembl Election – Ad Insertion” sheet reveals some interesting trends:
● In September 2023, there was a moderate volume of ad insertions as political parties started ramping up their campaigns. However, by October 2024, there was a marked increase in ad insertions, indicating a more aggressive approach closer to the election dates.
● The report highlighted that political ads constituted a significant portion of the total ad insertions across all three mediums (TV, print, and radio). This reflects the high stakes of assembly elections and the need for parties to maintain visibility across multiple channels.
The data from the “Assembly Election – Ad Volume” sheet further elaborates on the share of ad volumes:
● There was a noticeable shift in ad volumes between the two years, with October 2024 showing a higher volume compared to September 2023. This could be attributed to the heightened competition among political parties and the increasing significance of assembly elections in shaping state politics.
● The increase in ad volumes suggested a growing emphasis on broadcast and print advertising as key components of election strategies. This aligns with the broader trend of political parties investing heavily in mass media to sway public opinion.
The report also highlighted the distribution of ad insertions based on the per cent share of different media:
● TV dominated the share of political ad insertions, followed by print and then radio. This aligns with the general perception that visual media has a stronger impact on viewers, especially during the election season.
● The increased usage of radio in 2024 indicates a renewed interest in using audio channels to reach voters in rural and semi-urban areas. Radio’s localized nature allows political parties to tailor their messages to specific regions, making it a powerful tool for regional outreach.
The comparative data between September 2023 and October 2024 reveals some strategic shifts in political advertising:
● There was a clear escalation in ad spending as parties approached the 2024 assembly elections, indicating a more robust and aggressive campaign strategy. This aligns with the broader trend of political campaigns becoming more media-centric, leveraging high-frequency ad insertions to dominate the airwaves.
● The report also suggested that political parties are increasingly adopting a multi-channel approach, utilising a mix of TV, print, and radio to ensure widespread voter engagement.
MAM
Sleepwell unveils nationwide sleep study on World Sleep Day
79 per cent use screens before bed, 36 per cent of 18–25-year-olds sleep ≤5 hours.
MUMBAI: Sleepwell just dropped the pillow truth bomb because when India’s sleeping less and scrolling more, even the mattress wants to stage an intervention. On World Sleep Day 2026, Sleepwell released its nationwide Sleep Study, painting a stark picture of India’s escalating sleep crisis. The findings show that 79% of Indians use screens right before bed, fuelling restless nights and drowsy days. Alarmingly, 36% of young adults aged 18–25 sleep five hours or less making them the country’s most sleep-deprived group.
The study also busts the myth of “catch-up sleep”, 65% of respondents actually sleep even later on weekends, pointing to increasingly irregular patterns that spill fatigue into the working week. Mattress discomfort emerged as a frequently overlooked culprit behind late-night wake-ups and constant leak-anxiety checks.
To drive the message home, Sleepwell’s CMO Puneet Gulati appeared on Zee Business, stressing that quality sleep isn’t a luxury, it’s foundational health. He highlighted how the right mattress can transform restless nights into restorative ones.
The brand doubled down with clever late-night activations, partnering with a quick-commerce platform to serve contextual ads between 11 pm and 3 am, gently nudging bleary-eyed scrollers to consider mattress discomfort as the reason they’re still awake and pointing them to the nearest Sleepwell store. Digital influencers and creators also shared relatable stories of how poor sleep fuels impulsive late-night behaviour.
In a nation that celebrates hustle but quietly pays for it in lost rest, Sleepwell isn’t just selling mattresses, it’s selling the radical idea that sometimes the bravest thing you can do is close your eyes and actually sleep well.
