Survey reveals 69% focus on electricity and water, while political ads hold limited sway
New Delhi- As Delhi gears up for the Assembly elections on February 5, a recent survey conducted by global advertising technology platform iCubesWire offers key insights into voter behaviour. The survey, which polled 1,465 Delhiites, highlighted the priorities and perceptions of voters, shedding light on the limited influence of political advertising during the campaign.
According to the survey, 69 per cent of respondents said their top priority was reliable electricity and water supply, followed by 20 per cent prioritising roads and infrastructure improvements. Surprisingly, only 5 per cent cited air quality as a major concern, a finding that underscores a shift in voter focus towards immediate, tangible issues.
When it comes to political advertising, the survey revealed that 87 per cent of Delhiites do not find such campaigns influential in shaping their opinions or voting decisions. “These findings reflect a major shift in people’s mindset. Voters today are far more informed and value results over marketing narratives,” said Sahil Chopra, Founder and CEO of iCubesWire.
Despite this, the Bharatiya Janata Party (BJP), which has been out of power in Delhi since 1998, led the advertising race, with 41 per cent of respondents saying they had seen the most ads from the BJP. The Congress followed with 35 per cent, and the Aam Aadmi Party (AAP) came in third at 24 per cent.
The BJP’s advertising spend coincides with its dominance in political donations, garnering Rs 2,244 crore in FY 2024, according to Election Commission data reported by Business Standard. This marks a threefold increase from Rs 742 crore in 2022-23, primarily from corporate donors. In contrast, Congress received Rs 288.9 crore in donations during the same period.
The survey also touched on the credibility of political ads, with only 27 per cent of respondents finding them credible, while 22 per cent disagreed. Additionally, 88 per cent said they did not notice any influencer campaigns promoting political parties, reflecting a disconnect between modern campaign strategies and voter engagement.
Social media emerged as the dominant platform capturing voter attention, with 88 per cent of respondents saying social media posts were the most engaging form of election content. Posters and videos lagged far behind at 10 per cent and 2 per cent, respectively.
On the performance of the current AAP government in Delhi, opinions were mixed. Nearly half (49 per cent) of respondents said they were “not happy” with the government’s performance, while 26 per cent expressed satisfaction.
Chopra emphasised the evolving voter mindset, stating, “Advertising campaigns, whether political or otherwise, must evolve to meet the real needs of the public, focusing on transparency and credibility over aggressive propaganda.”
The survey findings underscore a broader trend: voters are demanding practical solutions and measurable outcomes over flashy advertising or influencer campaigns. With electricity and water supply topping the list of voter priorities, political parties may need to shift their strategies to address ground realities rather than relying on marketing narratives.
As the Delhi elections approach, the results of this survey point to a pivotal question for all political contenders: can they deliver on the fundamental issues that matter most to Delhiites?