International Journal For Multidisciplinary Research

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Post-poll Analysis of Effectiveness of Media-wise Advertisement Usage in Legislative Assembly Elections 2026 in West Bengal

Author(s) Mr. Anis Chattopadhyay, Dr. Sujit Mukherjee
Country India
Abstract The 2026 West Bengal Legislative Assembly Election witnessed an unprecedented integration of traditional and digital media platforms in political advertising campaigns. Political parties extensively utilized television, newspapers, radio, outdoor publicity, social media platforms, online video channels, mobile messaging applications, and public rallies to influence voter perceptions and electoral behaviour. This study aims to conduct a post-poll analysis of the effectiveness of media-wise advertisement usage during the election and to identify the relative impact of different communication channels on voter awareness, political engagement, candidate image formation, and voting decisions.

The research adopts a descriptive and analytical approach based on primary data collected from voters across various districts of West Bengal through a structured questionnaire. A purposive sampling method was employed to gather responses from diverse demographic groups representing different age, gender, educational, occupational, and socio-economic backgrounds. Statistical tools such as percentage analysis, weighted mean scores, chi-square tests, and correlation analysis were utilized to evaluate the effectiveness of different advertising media.

The findings indicate that digital media platforms, particularly social media and mobile-based communication channels, played a significant role in reaching younger voters, while television and newspapers continued to exert substantial influence among middle-aged and senior citizens. Political rallies and interpersonal communication remained important in rural constituencies, contributing to voter mobilization and trust-building. The study further reveals that the effectiveness of political advertisements varied according to demographic characteristics, media consumption habits, and political awareness levels. Message credibility, frequency of exposure, and emotional appeal emerged as critical determinants of advertisement effectiveness.

The research contributes to the growing literature on political marketing and election communication by providing empirical insights into media-specific advertising effectiveness in a contemporary electoral environment. The study offers valuable implications for political strategists, communication professionals, policymakers, and researchers seeking to understand the evolving relationship between media usage and voter decision-making in democratic elections.
Keywords Political Advertising, Election Campaigns, Media Effectiveness, Voter Behaviour, Digital Media, Social Media Marketing, Political Communication, Legislative Assembly Election 2026, West Bengal, Political Marketing.
Published In Volume 8, Issue 4, July-August 2026
Published On 2026-07-04
DOI https://doi.org/10.36948/ijfmr.2026.v08i04.82914
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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