An analysis of party advertisements during the April 19 elections reveals that competing formations spent over EUR 913,000 (excluding VAT) on advertising campaigns. According to the Institute for Public Environment Development, which based its findings on data from 38 national and regional media outlets, a significant portion of this spending (42.52%) was directed toward online media ads. The expenditure on ads was concentrated across several media platforms, with online media leading, followed by other television channels (35.15%), Bulgarian National Television (7.87%), and print media (6.44%).
Progressive Bulgaria was identified as the top spender, while the top ten spenders included Continue the Change – Democratic Bulgaria and Vazrazhdane. The institute’s analysis highlighted persistent issues within campaign advertising, noting problems such as the lack of required labeling for paid content and difficulties in tracking contracts for media packages. Regarding campaign strategy, the data show that while traditional media, particularly television, remains crucial for achieving national reach, approaches vary.
Some major parties diversify their investments across television, radio, online, and print. Conversely, others heavily fund the three largest national TV channels. Smaller parties often rely
Topics: #analysis #ads #media
