Related papers: Political advertisement on Facebook and Instagram in the run up to 2022 Italian general election

Political advertisement on Facebook and Instagram in the run up to 2022 Italian general election

URL: http://arxiv.org/abs/2212.08021v2
Date: Wed, 8 Feb 2023 12:06:31 GMT
Title: Political advertisement on Facebook and Instagram in the run up to 2022 Italian general election
Authors: Francesco Pierri
Abstract summary: We study the extent to which political ads were delivered on Facebook and Instagram in the run up to 2022 Italian general election. We analyze over 23 k unique ads paid by 2.7 k unique sponsors, with an associated amount spent of 4 M EUR and over 1 billion views generated. We find results that are in accordance with their political agenda and the electoral outcome.
Score: 0.9496529663479973
License: http://creativecommons.org/licenses/by-nc-sa/4.0/
Abstract: Targeted advertising on online social platforms has become increasingly relevant in the political marketing toolkit. Monitoring political advertising is crucial to ensure accountability and transparency of democratic processes. Leveraging Meta public library of sponsored content, we study the extent to which political ads were delivered on Facebook and Instagram in the run up to 2022 Italian general election. Analyzing over 23 k unique ads paid by 2.7 k unique sponsors, with an associated amount spent of 4 M EUR and over 1 billion views generated, we investigate temporal, geographical, and demographic patterns of the political campaigning activity of main coalitions. We find results that are in accordance with their political agenda and the electoral outcome, highlighting how the most active coalitions also obtained most of the votes and showing regional differences that are coherent with the (targeted) political base of each group. Our work raises attention to the need for further studies of digital advertising and its implications for individuals' opinions and choices.

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