After the elections, the analyzes arrive. With the digital investment What each candidate did and the votes they obtained, it is possible to calculate the “cost per vote” of each politician in the PASO. But first, some considerations: the “cost per vote” metric is symbolic and serves to achieve a correlation between the budget allocated to Meta (owner of Facebook and Instagram) for each candidate and the number of votes obtained.
The analyzed digital investment includes only Instagram and Facebook, the social networks with the largest number of users in Argentina at the moment, although most politicians also advertised on Google. And it corresponds to the last 30 days of the campaign.
The big winner on Sunday was javier milei And this has a particularity: the leader of La Libertad Avanza did not use his social networks to advertise. For this, an alternate digital account called “Una Argentina Distinta” was used, which is the only one that was used nationwide to promote publications linked to Milei. This account spent $18,302,486 on advertising and considering that the number of votes obtained by Milei was 7,116,352, the cost per vote was $2.57.
Patricia Bullrich instead, it did use its official networks to advertise on Meta. His investment was $5,871,343, which gives us a cost per vote of $1.46. much less than that of Horacio Rodriguez Larreta who, only from his official account, allocated $24,074,688 in digital advertising, reaching a cost per vote of $9.00. But, if we also add an official alternate account of the Head of Government, called “Let’s Make Change in Our Lives” ($13,865,807 budget in Meta), its cost per vote reaches $14.18.
What happened in the ruling party? Sergio Massa He only advertised on social networks through the official page of Unión por la Patria. From there, $59,772,402 were allocated in digital campaigns in the last 30 days, giving a cost per vote of $11.79, although also adding the investment made from the official alternate account “Defendamos la Patria”, the cpv reaches $27.13. In total, adding both accounts, Unión por la Patria allocated $137,567,412 in digital advertising in the last month alone. John Grabois was the candidate who paid the cheapest cpv: $0.60.
The current governor of Córdoba, Juan SchiarettiHe also did not advertise from his own account. He used his party’s account, “We do for our country”, and invested more than $37,000,000, having a cost per vote of $41.65, which rises to $83.04 by adding his main alternate account: “We do” ($75,357. 722 total investment in Meta).
Inside the Left Front, where they competed Myriam Bregman and Gabriel Solano“La Rusa” allocated $1,118,309 in digital advertising in the last 30 days and its cpv was $2.53, but an official alternate party account was also used, “Frente de Izquierda FIT” which invested almost $10,000,000, the cpv Bregman’s reaches $24.60, cheaper than Solano’s: $27.71 (adding its own networks and the “Frente de Izquierda” account).
The most expensive cost per vote was paid by the left-wing candidate Manuela Castañeira who went with his own front: Nuevo MAS. She invested $20,318,586 from her official networks in the last month, four times what Patricia Bullrich invested, for example, and only obtained 85,628 votes, that is, a cpv of $237.29. Finally, Jesús Escobar, candidate for Libres del Sur, invested $685,390 in Meta, obtained 154,388 votes, giving a cpv of $4.44.
Image gallery
