Poland & Hungary: Political Parties' Facebook Ad Spend Surges
The Polish presidential election saw a significant investment in Facebook advertising by political parties and proxy organizations. In the 30 days leading up to the poll, they spent approximately €360,000 ($422,000).
Meanwhile, in Hungary, the ruling Fidesz party has been actively using social media for political communication. In the run-up to last year's European Parliament election, Fidesz spent four times more than all Polish opposition parties combined on Facebook advertising. The Hungarian government's spending on political ads even surpassed that of all Polish political parties combined, despite Poland's larger population.
Fidesz launched the 'fight club' initiative to recruit online activists to argue on Facebook and share content. The party's spending on Facebook advertising in Czechia during the final days of its general election campaign reached nearly €2.5 million. During the EU election campaign, five of the top eight most promoted campaign videos on YouTube across the EU were paid for by Fidesz. In Hungary, 87% of political ad spending is linked to the government, indicating a permanent governmental campaign. Despite a general election being almost a year away, Fidesz spent a similar amount on political ads during the same period.
Paid social media content is a key element in Hungarian Prime Minister Viktor Orban's domestic political communication strategy. As seen in Poland and Hungary, political parties are increasingly turning to online platforms to reach voters and influence public opinion.
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