Election seasons have always been a battleground of ideas, promises, and persuasion. While digital platforms have grown significantly, mainline media—television, radio, and print—continues to play a critical role in shaping public opinion during elections. Its wide reach, credibility, and mass influence make it a powerful tool for political communication. In 2025, as election competition intensifies globally, mainline media still stands at the forefront of campaign strategies.

The Enduring Trust in Mainline Media

Even in an era dominated by social media noise, mainline media retains its reputation as a credible and authoritative source of information. Newspapers, TV news channels, and radio bulletins are perceived as more fact-checked and neutral, which gives political messages delivered through these platforms greater legitimacy.

This perceived reliability allows election advertisements on mainline media to carry more weight and influence undecided or swing voters effectively.

Massive Reach Drives Broader Influence

Mainline media has a unique advantage: mass reach across age groups, geographies, and demographics.
Television debates, print advertorials, and radio jingles are consumed by millions of people simultaneously, creating a shared narrative in society.

This broad exposure helps political parties:

  • Build party visibility and recall

  • Shape public perception around key issues

  • Reinforce leadership image

  • Counter misinformation with official messaging

For these reasons, political strategists still allocate a significant share of their ad budgets to mainline media.

Emotional Storytelling Through Television Advertising

Television remains one of the most persuasive election advertising platforms thanks to its combination of audio-visual storytelling. Political parties use TV ads to present transformational stories, highlight achievements, and create emotional connection with voters.

Through techniques like:

  • Relatable characters

  • Aspirational visuals

  • Impactful background music

  • Leader-focused narratives

TV ads can sway opinions and strengthen voter loyalty, especially in high-stakes election cycles.

Newspapers and Magazines Shape Thoughtful Opinions

Print media plays a different but equally important role. Long-form advertorials, issue-based ads, and leadership messages in newspapers allow political parties to inform, educate, and influence deeper thinking.

Readers who follow print media tend to be more opinion-driven and analytical, which makes newspaper ads effective for:

  • Explaining complex policies

  • Highlighting governance performance

  • Communicating election manifestos

  • Positioning leaders as credible problem-solvers

Mainline print is particularly impactful in urban and semi-urban areas with high readership.

Radio: The Voice of the Masses

Radio remains an underappreciated yet powerful medium in election advertising.
With its wide presence in rural and remote regions, radio helps campaigns connect with millions of grassroots-level voters.

Short audio spots, interviews, and jingles help political messages travel quickly and effectively, making radio an important part of integrated election marketing.

Agenda Setting and Framing: The Hidden Power of Mainline Media

Mainline media doesn’t influence voters only through direct advertising—it also shapes public opinion through agenda-setting and framing.

By choosing which issues to highlight (and how to present them), media outlets can indirectly guide voter focus. This is why political campaigns often synchronize their advertising themes with trending news narratives.

When advertising aligns with news coverage, the influence becomes even more powerful.

Balanced vs. Biased Messaging: The Credibility Challenge

While mainline media plays a major role in shaping public opinion, concerns about biased reporting still exist.
Political campaigns can sometimes overshadow organic news cycles, creating an environment where voters must differentiate between paid messaging and editorial content.

Therefore, responsible election advertising must maintain transparency to preserve media credibility.

Conclusion

In 2025, mainline media continues to be a cornerstone of election advertising and public persuasion. Its reach, credibility, and storytelling power make it a dominant force in influencing voter attitudes and shaping national discourse. Although digital platforms are rising, mainline media remains essential for any political campaign looking to build trust, visibility, and impact at scale.


Elyts Advertising and Branding Solutions | www.elyts.in  (India) | www.elyts.agency  (UAE)