In the Batory Foundation’s report “The Campaign Landscape on Social Media,” we read:
PiS has so far spent nearly PLN 3 million on election advertisements on Google and Meta services—more than all the other committees combined. Civic Coalition, in second place, spent half that amount.
What does this look like in other parties? Nowa Lewica (NL) is focusing on young people, which is why it is running the most advertisements online—more than Law and Justice. After the campaign began in mid-September, NL released more than 400 advertisements online in a single day; there are now more than a thousand. NL is the only party investing more in Google and YouTube services than in Facebook and Instagram. On these services, Nowa Lewica runs two and a half times more advertisements than Law and Justice. However, these are low-budget advertisements.
KKW Trzecia Droga is also running several hundred advertisements online, while, interestingly, Konfederacja is still conducting almost no advertising activity.
So far, the most money has been allocated to promoting the “Tusk = unemployment” advertisement. It made headlines when it was discovered that the role of a construction worker was played by an actor and associate of the TV Republika station. Batorski estimates the promotion costs for this spot at PLN 400,000–450,000. However, the vast majority of advertisements are promoted with low budgets of up to PLN 1,000.
The full report is available here: The Campaign Landscape on Social Media. Report I