NPP is more popular than NDC and Mahama

A new metric by IMANI Africa in the lead-up to the 2024 general elections shows the NPP is leading the opposition NDC in social media popularity. The metric which measures the presence of the two heavyweights on social media and the sentiments of Ghanaians towards the parties covers December 2023.

To ensure fairness, the study used NPP, Bawumia, #NPP and #Bawumia as keywords for the ruling party while using NDC, Mahama, #NDC and #Mahama as keywords for the NDC. IMANI Public Understanding and Literacy for Sentiment and Election analysis (PULSE) report for December showed that for every post made on social media that tagged the NPP or Bawumia, only 9.74% were positive. However, for every post that tags the NDC or Mahama, 20% were positive.

The governing party and Bawumia, however, command a greater presence on social media than the NDC and Mahama combined. While the former totals about 14 million social media reach, the latter only manages 3.1 million within the same period. This means at least conversations on social media related to the ruling party and its candidate were 4x the number relating to the NDC.

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A new metric that measures the value of NPP versus NDC

A new metric added to this analysis is the Advertising Value Equivalent of the social media reach. It measures how much the value of the social media reach would be if it were being paid for. The NPP’s value was at least four times the value of the NDC’s reach during the period under consideration.

Social media sentiments about the NDC are more positive than the NPP

“For the month of December, the Advertising Value Equivalent for the NPP is just over $1.14 Million, while that of NDC is a modest $251K plus.”

John Dramani Mahama, a former President, is leading the largest opposition party against the sitting Vice President Dr Mahamudu Bawumia in the 2024 general elections. The election will be a two-horse race as usual with the result expected to go either way.