In the electoral campaign, each sector and party fights for the attention of potential voters, and the presence of political propaganda has become more acute in recent times, both in public and in the media and digitally. A study carried out by the company Easy Digital Agencyshowed that between July, August and September $8.6 million were invested in advertising on Meta (platform where social networks are integrated Instagram y Facebook).
Within the data provided by the report, investments that exceeded $100,000 during the period studied were taken into account for this note.
The highest investment was $1,074,374, and was made by Javier Garciaof the National Party (PN). It is followed by the one carried out by Andres Ojedacandidate for the Presidency for the Colorado Party (PC), which reached $731,844. And the top three closes with the $726,100 invested by the Space 40of the PN, to which García also belongs.
Sebastian Da Silva and Javier Garcia.
Photo: Ignacio Sánchez.
The Broad Front candidate Yamandú Orsi invested $524,473 in advertising in Meta, and the sector The Vertientefrom the Frente Amplio (FA) about $324,436. The list of the five largest investments closes with $275,021 invested by the candidate of the Independent Party, Pablo Mieres.
The space growfrom the vice presidential candidate for the PC, Robert Silvacontracted advertising spaces in Meta for a value of $229,328, while the Popular Participation Movement (MPP) did it for $215,474.
Blanca Rodriguez, Alejandro Sanchez, Jose Mujica and Lucia Topolansky.
Photo: Ignacio Sánchez.
On the other hand, investments within the range of $100,000 also stand out, which are divided into guidelines of parties, candidates and also sectors and lists. There are the following: $188,981 of the 404 listdel PN; $152,639 of Pedro Bordaberry (made by Juan Bordaberry); $147,635 Alvaro Delgado; $131,866 by Juan Sartori; $121,028 of Rodrigo Goñi; $116,226 Andres Lima; $112,042 of Socialist party; $107,227 of Space 1001of the FA; $104,036 of Open Town Hall; and $102,523 from Progressives with Yamandu.
The study, which was done for the first time for this electoral campaign, was carried out through direct analysis of the data provided by Meta. It detailed the investment made by each political sector, the number of scheduled campaigns and the departments in which the content was chosen to be shown.
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According to the data, in the three months analyzed, the department in which the most was invested in advertising in Meta was Montevideo, where spending—among all advertisers from different parties—reached $3,989,397.
It must be taken into account that along with the advertisements in Meta, political parties have gained visibility on other platforms such as Youtube, X y Tik Tok.
Andres Ojeda and Robert Silva.
Photo: Ignacio Sánchez.
Advertising experts consulted by El País agreed that this has been a special year at the level of guidelines, since private and public companies, as well as other organizations, have had to compete with political parties for the space available to establish their advertising campaigns.
As evidenced by the data, in the three months analyzed, the department in which the most was invested in advertising in Meta was, obviously, Montevideo, where spending—among all advertisers from different parties—reached $3,989,397.
In the interior of the country, the investment ranged between $95,293, spent in Flores, and $746,418 in Maldonado.
The departments with the most investment on the platform, after Maldonado, were: Canelones ($594,868), Salto ($438,208), Paysandú ($414,733) and Rivera ($356,035).
