"The first round of the Polish presidential election was held on May 18. In what was a very heated campaign, political parties and a number of newly established proxy organizations (e.g. Facebook pages run by fake political NGOs) in Poland together spent roughly 360,000 ($422,000) on Facebook advertising in the 30 days prior to the poll. In Hungary, the ruling Fidesz party spent a similar amount of money on political ads during the same period."
"Considering that the Hungarian media outlets under direct governmental control are delivering the same political message as Fidesz, this means that, technically speaking, the Hungarian government spent more than all Polish political parties put together even though Poland's population is four times bigger than that of Hungary. Key to Fidesz's political communication strategy Paid social media content is a key element in Hungarian Prime Minister Viktor Orban's domestic political communication strategy."
"His Fidesz party pours enormous amounts of money into it amounts that stand out even at EU level. Based on the analyses of the Hungarian think-tank Political Capital, Fidesz spent four times more than all opposition parties combined in the run-up to last year's European Parliament election. It is worth noting that campaigning in this election was not just restricted to Hungary but was, in fact, going on simultaneously in 27 countries across the bloc."
Polish political parties and proxy organizations spent roughly $422,000 on Facebook advertising in the 30 days before the May 18 presidential first round. During the same period Fidesz spent a similar sum on political ads, although a Hungarian general election was almost a year away. Hungarian state-controlled media deliver the same political message as Fidesz, effectively amplifying Fidesz's spending so the Hungarian government outspent all Polish parties combined despite Poland's population being four times larger. Fidesz prioritizes paid social media and spent four times more than all opposition parties before the European Parliament election. Five of the EU's top eight promoted campaign videos on YouTube were paid by Fidesz.
Read at www.dw.com
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