During the current local and federal campaigns, the Mexican candidates have invested resources to promote themselves through Facebook with different scopes.
Actors from the various parties have paid this social network so that their advertisements reach more people, and in some cases outside of the Mexican territory.
The one who has spent the most on advertising through Facebook among the candidates of Toluca and Metepec has been Gerardo Pliego Santana, candidate of the coalition Together We Make History for local deputy, for the second district of Toluca, who between 7 and 13 May spent more than 59 thousand pesos.
This is followed by the standard-bearer of the Alianza Va por México of the 34th federal district, Teresa Castell de Oro, and the candidate of the same local coalition for mayor of Toluca, Raymundo Martínez Carbajal, since each one separately disbursed more than 29 thousand pesos in different publications.
In contrast, those who have spent the least to promote themselves through this social network have been the standard-bearer of Together We Make History to the municipal presidency of Toluca, Juan Rodolfo Sánchez Gómez with just 250 pesos.
The candidate for the federal deputation for Metepec, Óscar González Yáñez has invested only 321 pesos in the last week, while the candidate for local legislator for the 34th district of Together We Make History, Mónica Álvarez Nemer thousand 365 pesos and the standard-bearer for federal legislator for the 26th district of Toluca Melissa Vargas, thousand 598 pesos.
Findings
According to a review of male and female candidates from Toluca and Metepec, we found that they pay various amounts to advertise their messages. The minimum is 100 pesos and from there they go to 300, 500, thousand, 2 thousand, 8 thousand, according to the scope they are looking for and the days that their ads are in circulation.
To those who pay more than 1,000 or 1,500 pesos per ad, the network offers the possibility of achieving a potential reach of a million people, although the results are not always as expected.
Some like Gerardo Lamas, who is looking for the local deputation of Va for the State of Mexico in the 34th district, and Gerardo Pliego, the social network has removed at least one ad from each for violating Facebook policies.
The vast majority of advertising is paid by the candidates themselves, but in cases such as Raymundo Martínez and Braulio Álvarez, the latter candidate for local deputy for district two of Va for the State of Mexico, some have been covered by the Statera company. Comunicación SA de CV and with the hiring, the cost of the messages surely rises.
In the case of Ernesto Monroy Yurrieta, Ernesto Monroy Yurrieta, the standard-bearer of Together We Make History to the federal council for the 26th district, the announcements have been paid by the Green Ecologist Party.
Another point that draws attention is that most of the candidates of Going for the State of Mexico not only seek reach in the entity, but also in Mexico City and in some nearby states, while those of Juntos Hacemos Historia focus in Mexican territory.
Who has put into circulation the most ads is the candidate for Federal District 34 María Eugenia Muciño Martínez with 140, others such as the standard-bearer of the same coalition of Juntos Haremos Historia in the local District 34, Mónica Álvarez Nemer has only hired three; Oscar González two and Juan Rodolfo Sánchez 28.
However, the number of publications is not proportional to the cost.
The rest of the expenses
Muciño Martínez has paid 19 thousand 717 pesos only in the last week, while the candidate for mayor of Metepec, Fernando Flores has spent 5 thousand 653 pesos from May 7 to 13; Ana Lilia Herrera Anzaldo, candidate for federal legislator for Metepec 5 thousand 714 pesos.
Braulio Álvarez has paid Facebook 4 thousand 989 in the last week, the candidate for mayor of Metepec from Together We Make History, Gabriela Gamboa 4 thousand 367; Ernesto Monroy 3 thousand 64, Gerardo Lamas 2 thousand 808 pesos, Mónica Álvarez Nemer thousand 365, Melissa Vargas thousand 598; Óscar González Yáñez 321 pesos and Sánchez Gómez 250.
Nine-month expenses
Facebook also publishes what they have disbursed from August 4 of last year to May 2021.
Pliego Santana has spent more than 260 thousand pesos in that period, Teresa Castell 88 thousand 734, Raymundo Martínez 53 thousand 436, María Eugenia Muciño 45 thousand 760, Fernando Flores above 40 thousand 908.
Ana Lilia Herrera adds in these almost nine months more than 24 thousand pesos, Gabriela Gamboa 22 thousand 540, Ernesto Monroy, 10 thousand 316; Braulio Álvarez, 9,163; Juan Rodolfo Sánchez 4 thousand 563, Mónica Álvarez, 4 thousand 373, Melissa Vargas the same thousand 598 pesos, like Oscar González, with just 321 pesos.
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