site.btaParties Spent EUR 600,000+ for Political Advertising on Facebook for Recent Local Elections

Political parties spent a total of over EUR 600,000 for political advertising on Facebook for the recent local elections, the Institute for Public Environment Development said on Tuesday. The data shows that political advertising on social networks becomes increasingly popular as campaigning media in Bulgaria, the Institute analysts say.

Facebook is by far the most widely used social media in Bulgaria.

Some parties and candidates are spending significant amounts of money on Facebook advertising, almost commensurate with the cost of coverage on national television, the Institute said.

Following are the ten biggest spenders for political advertising on Facebook:

• Continue the Change – Democratic Bulgaria EUR 271,783
• GERB-UDF EUR 105,567
• SBOR EUR EUR 65,126 
• There Is Such a People EUR 32,823
• Together for Strong Municipality (local coalition in Pazardzhik) EUR 13,156
• United for Plovdiv (local coalition) EUR 10,592
• KOD EUR 10,395
• Radostin Vassilev, independent candidate EUR 10,193
• European Middle Class EUR 9,681
• Bulgarian Socialist Party (BSP) EUR 8,641 

The Institute analysts say that communicating messages on the social network gives a better chance to small parties and new candidates who do not have sufficient resources for paid materials in traditional media. Facebook is also an easy and effective channel to get the message out to voters.