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The news portal tv3.lt reviewed which politicians and political parties spent the most money on advertising on social networks. If politicians bought one or another of his records, more social media users had a chance to see it.
Many participants in the advertising market have pointed out that the data provided by Facebook is inaccurate, the amounts provided may differ from the real ones by a third or even half. Still, the ranking of who spends the most money on advertising does not change.
The news portal tv3.lt verified the data on September 11, so the numbers and number of ads may differ slightly at this time.
Uspakich, the workers and Majauskas spent more money
Viktor Uspaskich, the leader of the Labor Party, was the one who spent the most money on advertising on the social network Facebook. He saved € 31,977 for 43 commercials.
In September, the leader of the workers allocated up to 100 euros to congratulate Kėdainiai on the 648th birthday of the city (reached 10-50 thousand people), 400-499 euros for live broadcast (reached up to 1 million), V. Uspaskich spent the same amount for congratulations on September 1 (reached up to 1 million).
In second place we find the conservative Mykolas Majauskas. He bought a total of 91 commercials, which cost the politician € 12,675 in three months. If for the majority of politicians the ads on social networks are paid for by the parties they represent, in the case of M. Majauskas it is a bit different: the politician pays for the ads on Facebook from his account.
In September, M. Majauskas spent up to 499 euros for a ticket on Suicide Prevention Day (availability for up to 1 million people), 400-499 euros for a ticket to have breakfast at home (availability for 175-200 thousand people ), 300-399 euros for an entry on suggestions on what to do with vehicles at the end of their useful life (reached 150-175 thousand people), about 1 thousand. EUR 400-499 for a registration of the right to drive a motorcycle (reached 450-500 thousand people), EUR 400-499 for a registration of a meeting with a centenary (reached 175-200 thousand people) and up to EUR 100 for a photo of a meeting room of the Seimas disinfected (reached 15-20 thousand people).
Follow the Labor Party. The political force spends three times less on Facebook advertising than its leader V. Uspaskich: the Labor Party has spent 9,855 euros on 142 ads.
Workers have been very active in the social space in recent weeks, buying more than 30 of its posts, spending between 100 and 200 euros each and reaching tens of thousands to almost a million users. Most of them consisted of various videos with speeches by V. Uspaskich or invitations to meetings with voters.
The Labor Party also paid for the ads of 25 Viktoras Fiodoravas candidates for 1.2 thousand. euros.
Money for agitation posters.
The workers are followed by the Social Democrats. The Lithuanian Social Democratic Party had probably the highest number of advertisements of the analyzed period (209) and spent 7,309 euros on it. Most of them are speeches by the party president, Gintautas Paluckas, or various promotional clips.
The Social Democrats also paid for six records of their candidate Ignas Vaškelis for 155 euros.
The Freedom Party is named twice in the data provided on Facebook, as the Freedom Party is named as the payer for some ads and the Freedom Party electoral account is named for the other party.
In total, during the last three months, a force led by Aušrinė Armonaitė has spent 6,625 euros on social media ads and bought 294 ads for this amount. These are mainly invitations to meetings with voters or billboards with A. Armonaitė. The party also paid for nine advertisements for candidate Mindaugas Tarnauskas for 166 euros.
The Lithuanian National Christian Democratic Union (TS-LKD) bought almost three times fewer ads than the Freedom Party: 102. Conservatives spent 4,248 euros on this.
The most recently purchased conservative records were for peasant critics. TS-LKD paid for the records from which Lukas Savickas was urged to resign, and Giedrius Surplis’s decision not to allow journalists to ask questions or a scandal about hunting in the Žuvintas reserve was criticized. TS-LKD also paid for three advertisements by candidate Nerijus Gedeika, which cost up to 100 euros.
The Greens have adopted a different strategy
There is an interesting situation with the Lithuanian Green Party. The party itself has bought 24 ads for its name page for 420 euros, and with these numbers it would not be in the top ten of those who spend the most on Facebook ads.
However, the page “Žaliuojudėl_” is in the top ten, where the main content is videos in which musician Jurgis Didžiulis talks to various specialists and public figures about why they support green ideas. This content is indicated as a political advertisement of the Lithuanian Green Party.
The Lithuanian Green Party spent 3,213 euros on 126 ads on the Žaliuojudėl_ page. The Lithuanian Green Party also paid for the registrations of several of its divisions and various candidates, including the party’s chairman, Remigijus Lapinskas.
The following list includes the Liberal Movement of the Republic of Lithuania. They posted 146 paid ads on their official Liberals Facebook page, emptying their party’s wallet for € 2,892. Most of these are various billboards, candidate videos or views with liberal suggestions.
The Liberal Movement also posted on Facebook the coalition for the freedom to grow and the candidate Irmantas Tarvydis.
The peasants distributed the money to the candidates
The ruling Lithuanian Union of Peasants and Greens (LVŽS) has bought only 6 ads in the last three months, but has spent 2,440 euros. The peasant records of the last months aim to review the improvement of the economic situation in Lithuania, the criticisms of the conservatives and specifically Gabriel and Austėja Landsbergis.
LVŽS appears to have adopted a slightly different advertising strategy than its competitors on social media. The peasants spent money not on their party page but on the candidates’ entries. 18 candidates have posted 120 entries, and the amounts allocated to candidates range from nearly 1,500. up to 100 EUR.
The top ten is completed by Mindaugas Puidokas, a member of the Seimas who previously belonged to the LVŽS and is now running for elections under the banner of the Labor Party. The politician spent € 2,435 on 63 ads on social networks.
The costs of others are more modest
Other parties don’t spend as much on social media advertising. The Nationalist Center Party spent 732 euros on 14 advertisements.
The party also paid 372 euros for 6 ads on Naglio Puteikis’ page and 241 euros for the same number of ads on the Facebook page of the Lithuanian nationalists and republicans, a party that the centrists joined before the elections. The centrist-nationalists allocated up to 100 euros for various publicity recordings of the candidates Sakalas Gorodeckis and Vaidotas Židanavičius.
The National Association spent 504 euros on 22 ads on social networks. The party led by Vytautas Radžvilas also paid for 18 Aleksandras Nemunaitis ads, three Vytautas Sinicaas ads, three Martynas Katelynas ads and two Liudvikas Liaugmins ads, all of which cost the National Union about 700 euros.
In the last three months, the Freedom and Justice party of the Three Musketeers – Remigijus Žemaitaitis, Artūras Zuokas and Artūras Paulauskas – has bought an ad on Facebook and has cost a political force up to 100 euros.
The “Lithuania-All” party, led by Tomas Pačės, who recently joined the election campaign, spent 819 euros on 14 advertisements in the last month.
Tickets were not purchased on social media by the Drąsos kelias party, the Lithuanian People’s Party, the Lithuanian Polish Election Campaign, the Union of Christian Families, the Lithuanian Social Democratic Labor Party, the Union of Intergenerational Solidarity, Cohesion for Lithuania.
The Seimas elections will be held on October 11.
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