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The electoral campaign that ended yesterday will be remembered for being one of the most angry and tense in the history of Democracy. The six main candidates only starred in a television debate, however, their public appearances and interviews in the media were multiplied compared to other regional campaigns. The importance of the electoral appointment, to which all the formations concur in a national key, gave rise to a strong offensive in the new digital formats, especially in platforms such as Facebook.
In Mark Zuckerberg’s social network there is a party that stands out above the rest for its strong economic investment. It is about Podemos, a training that multiplied its investment in the last week of the campaign by 20 compared to the first. Thus, according to the data collected by LA RAZÓN, between May 13 and 19, the Podemos account invested 3,651 euros in ads on the platform while between April 25 and May 1 it increased to 75,538 euros.
This is a much higher expense than the rest of the training courses. Thus, according to the analysis of this medium, none of the main parties started their campaign on Facebook as soon as the purple ones, since in the first days they hardly invested in this platform. In this last week, for example, the popular ones have not invested in the party’s profile either, opting for bringing together all the investment around the personal page of the candidate Isabel Díaz Ayuso who has spent 7,663 euros. For its part, Más Madrid has invested 14,927 euros. Vox has spent around 100 euros while the PSOE Madrid has disbursed 7,428 euros. By last, Ciudadanos has paid 5,047 euros for their ads to appear on the wall of the social network.
Facebook has a site available to report how much political parties spend on advertising. The tool is known as an advertisement library and can be consulted on the page of the formations or in the profiles of politicians. Its objective is to offer advertising transparency, since it allows you to consult all the ads that are currently in circulation in Facebook applications and services, including Instagram.
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