IMANI PULSE data reveals NPP’s advertising value equivalent exceeds $1.14 million
December saw the NPP (New Patriotic Party) outpace its rival, the NDC (National Democratic Congress), in terms of social media outreach, according to the latest data from IMANI’s Public Understanding and Literacy for Sentiment and Election analysis PULSE initiative.
Digital Footprint Metrics
The NPP’s expansive digital tentacles reached an impressive 14 million users, dwarfing the NDC’s 3.1 million reach. Beyond mere reach, engagement metrics paint a nuanced picture. While interactions leaned in favor of the NPP with 266,000, the NDC managed a respectable 192,000 interactions.
However, the online narrative on traditional web platforms skews decisively towards the NPP. A staggering 90% of content on these platforms centered on the NPP, cementing its dominant digital presence beyond the realms of social media.
Monetizing Digital Influence: AVE Insights
Introducing the Advertising Value Equivalent (AVE) as a pivotal metric, the NPP’s digital clout translates to a formidable $1.14 million. In contrast, the NDC’s presence is valued at a more modest $251,000. This quantifiable metric underscores the tangible value and economic implications of digital prominence in today’s political landscape.
Sentiment Analysis: A Dual Narrative
Peeling back the layers of sentiment reveals a dichotomy. Despite its robust online presence, sentiment surrounding the NPP is tepid, with a mere 9.74% positivity rate for posts tagging Bawumia or the NPP. Conversely, the NDC, although less prevalent online, garners a more favorable sentiment, with approximately 20% positivity for content featuring Mahama or the party.
In the digital arena, the NPP emerges as a Goliath in terms of reach and monetary value, yet its content grapples with a mixed sentiment. In contrast, the NDC, though wielding a smaller digital sword, resonates with a more positive narrative. These insights from IMANI’s PULSE present a compelling narrative of reach versus resonance in Ghana’s political digital sphere.
