The AdLens report on political ads on Facebook, February 2021

Analysis of Belgian political parties’ advertising

In the graph below, the total amounts invested per party are listed in descending order. Party pages in blue, political personality pages in orange, local pages (e.g. Vlaams Belang Brussel) or party sub-pages (e.g. Redfox) are in yellow.

N-VA

191 726€ (+28 678 € compared to January 2021)

Vlaams Belang

119 521 € (-6 002 € compared to January 2021)

PVDA

48 130 € (-10 127 € compared to January 2021, including COMAC and Redfox België)

Groen

35 157 € (+17 681€ compared to January 2021)

Open Vld

21 865 € (+ 4 509 compared to January 2021)

sp.a

21 225 € (+4 629 € compared to January 2021)

CD&V

14 396 € (-843 € compared to January 2021)

MR

11 739 € (-3 637 € compared to January 2021)

CDH

8 444 € (+ 1 729 € compared to January 2021)

PTB

7 995 € (- 15 212 € compared to January 2021, including COMAC, Redfox Belgique)

Ecolo

1 968 € ( + 505 € compared to January 2021)

Défi

1 019 € (- 363 € compared to January 2021)

PS

885 € (-720 € compared to January 2021)

ProDG

304 €

Analysis of the most highlighted political figures

Individual ads most spent

Using the daily reports of the Facebook Library, we estimated how much was spent on individual ads. Even if the following ads were launched long before February, they received estimated spending of (from left to right): €12,000, €10,000 and €10,000 in February 2021. All three are “page like” ads from N-VA, two on the Facebook page of Bart de Wever, one on the N-VA page.

Analysis of political advertisements in European countries

In February, €662,273 (+€95,726 compared to January) was spent on political ads on Facebook in Belgium. Belgium is the eighth European country to spend the most on Facebook. Note that by political, Facebook means ads for candidates for public office, as well as ads about an election, a voting initiative or a social issue. NGOs and some media can therefore be counted as political.
In yellow, countries outside the EU.

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AdLens

AdLens

AdLens is a team of activists, journalists, researchers, data analysts. We work together for more transparency of political ads on Facebook.