Presidential candidates spend MXN$ 142 million on online advertising

During the presidential campaign which ends next July 1st, the candidates have spent on social networks and other online media a total of MXN$ 141.9 million. José Antonio Meade is at the top of this list, with MXN$ 65.6 million spent, followed by Ricardo Anaya Cortés , with MXN$ 63.8 million.

The expenditure is noticeable in websites, Google search, and on social networks such as Twitter, Facebook, and YouTube , which have been swarmed in political propaganda in search of winning over young voters – main users of social media.

According to the official voters' list, there are 35.5 million Mexicans under 34, who are potential voters for this year's election, representing 40% of the electorate .

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In total and thus far, only presidential candidates – despite there are 3,416 candidates running for office – have spent MXN$ 412.5 million in all kinds of propaganda (pamphlets, billboards, online and printed media) according to the latest report of the Comprehensive Tax System of the National Electoral Institute (INE) on the details of expenditure per category.

Candidate Jaime Rodríguez Calderón (El Bronco) has reported an investment of 5.5 million on social networks and media, while Margarita Zavala (prior to stepping down) reported expenses for MXN$ 7 million.

Andrés Manuel López Obrador

is the only presidential candidate who hasn't reported expenses for online advertising , according to his latest report, 15 days before the elections.

However, the Technical Tax Unit of the INE, up to May 23, reported there were 73 witnesses of online propaganda in favor of Obrador, 64 on Facebook, 3 on YouTube, 2 on Twitter, 2 on digital daily websites, and 2 in Obrador's official website.

Overall, López Obrador has reported 28.9 million in advertising expenses.

Political parties and coalitions have the obligation to recruit companies and firms registered on the National Supplier's Registry of the INE and do not directly engage the services of Facebook, Google, YouTube, and Twitter – although these platforms are where most advertisements are being seen.

In the case of candidates running for Federal Deputies and Senators, the INE's report states they have jointly spent on online advertising the amount of MXN$ 105.9 million.

Thus, overall, the total expense for online advertisement thus far is MXN$ 248 million .

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