An analysis of campaign advertisements for the April 19 elections reveals that the participating political formations collectively spent over EUR 913,000 (excluding VAT) on ads. According to the Institute for Public Environment Development, the majority of these expenditures (42.52%) were directed toward online media advertising. The analysis, which utilized data from 38 national and regional media outlets, indicated that spending remained concentrated across a limited number of outlets, primarily television channels.
Progressive Bulgaria was the highest spender, recording EUR 196,219.42. The top ten spending parties included Continue the Change – Democratic Bulgaria (EUR 172,157.23) and Vazrazhdane (EUR 163,691.13). By media type, online platforms accounted for the largest share, followed by other TV channels (35.15%), Bulgarian National Television (7.87%), and print media (6.44%).
The Institute highlighted several persistent issues within campaign advertising, including the lack of mandatory labeling for paid content and difficulties in verifying the scope of services detailed in published agreements. Strategically, the analysis noted that while traditional media, particularly television, remain influential, parties employ varied approaches. Major parties aim for national reach, diversifying investments, whereas smaller groups frequently rely on media packages, sometimes with minimal oversight.
Although there has been a recent trend toward cost-effective online platforms, the recent ban on political advertising on Meta has caused a slight shift away from this trend. The Institute concluded that a comprehensive understanding of campaign spending will require the publication of final financial reports from all involved parties.
Topics: #analysis #ads #media
The concentration of spending in just a few media outlets is notable.