News network Zee Media has recently executed an election campaign on its opinion poll exercise as part of its election coverage campaign.
The opinion poll with the largest sample size, as per the company’s claim, was aimed to create more viewership for the channel and engage existing viewers with comprehensive reporting on the elections.
Elections for five states are scheduled to be held in early 2022 the news network has already initiated to gather maximum popularity among viewers with first mover advantage and viewership through an engaging and interactive marketing campaign.
It’s a common practice among news channels to conduct Opinion Polls before big elections grabbing viewers’ attention through content.
The first phase of Zee Media’s campaign, therefore, asked the viewers ‘Why do opinion polls fail?’. To promote participation there were iPhones on offer as gratification.
This provided an insight into why the audience don’t trust the opinion poll – the sample size was often too small and didn’t represent the voice of various stakeholders.
This feedback was then considered and in the second phase, it revealed- ‘Desh ke itihaas ka sabse bada chunavi opinion poll’, i.e. their opinion poll will have the largest-ever sample size in the history of elections in the country. The large sample size will not only give a comprehensive opinion but will represent the voice of all sections of the populace.
Zee Media went all out with over 300 hoardings, print ads in four publication, radio campaigns spread across four stations, airport branding, cable TV spots, extensive digital and trade website communication among others. They also took out innovative OOH campaign as well to help break through the clutter of hoardings which were placed in the DND flyway and Noida expressway just outside Film City.
Anindya Khare, Marketing Head, Zee Media, said, "News viewers had stopped believing in the numerous opinion polls conducted around elections simply because it wasn’t representational enough. Our extensive activity and research helped us with this insight, and at Zee Media we used our resources to create the biggest opinion poll of the election season, with the largest sample size ever. We have created a comprehensive, genuine and transparent opinion poll in the history of elections and regained the trust of the viewers.”
This on-ground opinion poll research was conducted with the help of DesignBoxed, the political research and campaign management company.
As per the network, through this campaign growth was more than 130 % as compared to previous six-month average in December 2021. The Zee News YouTube channel also saw a 68% increase in viewership.
Zee Media plans to have extensive coverage from all 403 constituencies of Uttar Pradesh in the upcoming polls.