{"id":12736,"date":"2020-09-25T12:40:22","date_gmt":"2020-09-25T09:40:22","guid":{"rendered":"https:\/\/buletin.de\/bucuresti\/?p=12736"},"modified":"2020-09-25T12:40:22","modified_gmt":"2020-09-25T09:40:22","slug":"grafic-batalia-reclamelor-cati-bani-au-dat-partidele-pe-reclamele-online-in-aceasta-campanie-din-bucuresti","status":"publish","type":"post","link":"https:\/\/buletin.de\/bucuresti\/grafic-batalia-reclamelor-cati-bani-au-dat-partidele-pe-reclamele-online-in-aceasta-campanie-din-bucuresti\/","title":{"rendered":"GRAFIC. B\u0103t\u0103lia reclamelor. C\u00e2\u021bi bani au dat partidele pe reclamele online \u00een aceast\u0103 campanie din Bucure\u0219ti"},"content":{"rendered":"\n<p><strong>\u00cen timp ce Nicu\u0219or Dan \u0219i USR-PLUS \u00ee\u0219i concentreaz\u0103 toate eforturile pe c\u00e2\u0219tigarea func\u021biei de primar al Capitalei, Partidul Na\u021bional Liberal sper\u0103 mai degrab\u0103 s\u0103 c\u00e2\u0219tige trei primari de sector. PSD, \u00een schimb, nu se implic\u0103 at\u00e2t de mult \u00een campania electoral\u0103 din online. Investi\u021biile \u00een reclame online au ajuns, \u00een total, la aproximativ 300.000 EURO. Toate aceste lucruri plus altele sunt detaliate \u00een analiza de mai jos.<\/strong><\/p>\n\n\n\n<p>Pandemia de coronavirus a schimbat peste tot \u00een lume modul \u00een care se face campanie electoral\u0103. Bucure\u0219tiul nu face excep\u021bie. De\u0219i o prezen\u021b\u0103 vizibil\u0103 \u00een online nu e o noutate ap\u0103rut\u0103 ca urmare a acestui context, anul acesta investi\u021biile \u00een reclame online au \u00eensemnat singura \u0219ans\u0103 de a ajunge la un public c\u00e2t mai larg.<\/p>\n\n\n\n<p>Buletin de Bucure\u0219ti a analizat toate reclamele sponsorizate de candida\u021bii din Bucure\u0219ti \u0219i partidele lor, publicate pe Facebook \u0219i Google, de c\u00e2nd a \u00eenceput campania electoral\u0103, pe 28 august, p\u00e2n\u0103 pe 23 septembrie, cu c\u00e2teva zile \u00eenainte de final. Am aflat \u00een ce sector se duce cea mai costisitoare lupt\u0103 \u00een online, care este partidul care a investit cei mai mul\u021bi bani \u00een publicitate pe social media, ce pagin\u0103 de Facebook a sponsorizat cele mai multe reclame, dar \u0219i care au fost cele mai vizualizate \u0219i bine primite post\u0103ri pe Google. \u00cen total, aproximativ aproape 300 de mii de EURO au fost cheltui\u021bi pe publicitate online.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Mai jos am scos \u00een eviden\u021b\u0103 principalele aspecte pe care le-am identificat pe care le pute\u021bi vedea \u0219i analiza mai detaliat prin intermediul graficelor interactive. Din toate cele descoperite, am tras trei mari concluzii, urmate de mai multe detalii.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-group has-background\" style=\"background:linear-gradient(135deg,rgb(238,238,238) 86%,rgb(169,184,195) 100%)\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<ol class=\"wp-block-list\" type=\"1\"><li><strong>Eforturile USR-PLUS s-au concentrat pe candidatura lui Nicu\u0219or Dan la Prim\u0103ria Municipiului Bucure\u0219ti \u0219i mai pu\u021bin pe candida\u021bii la prim\u0103riile de sector.<\/strong><\/li><li><strong>Partidul Na\u021bional Liberal sper\u0103 s\u0103 c\u00e2\u0219tige trei primari de sector: a investit considerabil mai mult \u00een candida\u021bii PNL, sus\u021binu\u021bi de USR-PLUS, \u0219i mult mai pu\u021bin \u00een sus\u021binerea candidatului la Prim\u0103ria Bucure\u0219ti.<\/strong><\/li><li><strong>Chiar \u0219i \u00een pandemie, Partidul Social Democrat a continuat s\u0103 \u00ee\u0219i fac\u0103 publicitate electoral\u0103 mai degrab\u0103 <a href=\"https:\/\/buletin.de\/bucuresti\/autocolantele-cu-sloganul-psd-alaturi-de-tine-lipite-de-primaria-sectorului-6-in-scoli-declarate-ilegale-de-biroul-electoral\/\">offline<\/a> dec\u00e2t online. Relevant este faptul c\u0103 actualii primari PSD din Capital\u0103 <a href=\"https:\/\/buletin.de\/bucuresti\/parada-performantei-sau-cum-zeci-de-elevi-de-nota-10-au-asteptat-inghesuiti-la-coada-pentru-a-isi-ridica-premiile-promise-de-daniel-florea\/\">s-au folosit de banii publici<\/a> pentru a se promova.<\/strong><\/li><\/ol>\n\n\n\n<p><\/p>\n<\/div><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Partidul care a investit cel mai mult \u00een sponsorizarea reclamelor pe Facebook este Partidul Na\u021bional Liberal, cu o diferen\u021b\u0103 de aproape 100 de mii de lei fa\u021b\u0103 de USR-PLUS \u0219i aproape 200 de mii de lei fa\u021b\u0103 de PSD \u2013 \u00een total, 400 de mii de lei.<\/li><li>Eforturile USR-PLUS s-au concentrat pe candidatura lui Nicu\u0219or Dan \u0219i mai pu\u021bin pe candida\u021bii din celelalte sectoare. \u00cen timp ce a avut un buget aproape dublu fa\u021b\u0103 de PSD pentru reclamele privind alegerea primarului general, \u00een sectoarele din Capital\u0103 e mereu dep\u0103\u0219it de PNL.<\/li><li>PSD a alocat cele mai mici fonduri pe publicitatea pe Facebook. La fel ca USR-PLUS, cel mai mult s-a concentrat pe Capital\u0103, \u00een timp ce \u00een sectorul 4 nu a investit deloc (nici partidul nici Daniel B\u0103lu\u021b\u0103), iar \u00een sectorul 3 au fost cheltui\u021bi doar 3.400 lei. Comparativ, \u00een sectorul 3 PNL \u0219i candidatul Adrian Moraru au dat 91 mii de lei pe ads.<\/li><li>Sectorul 5 este pe primul loc la publicitate, cu 165 de mii de lei aloca\u021bi \u00een acest sens de c\u0103tre PNL, PSD \u0219i USR-PLUS la un loc. Dintre ace\u0219tia, 130 de mii au plecat din bugetul PNL \u0219i al candidatului de dreapta Cristian B\u0103canu.<\/li><li>Cet\u0103\u021benii din sectorul 4 au fost cel mai pu\u021bin expu\u0219i la reclame electorale.<\/li><li>Dintre toate sectoarele, sectorul 1 este cel mai echilibrat. Cele trei partide au investit \u00een sponsoriz\u0103ri pe Facebook sume asem\u0103n\u0103toare. Totodat\u0103, este \u0219i singurul sector unde PSD dep\u0103\u0219e\u0219te PNL \u0219i USR-PLUS la capitolul cheltuieli \u00een Facebook ads, \u00eens\u0103 diferen\u021bele nu sunt la fel de evidente ca \u00een celelalte cazuri.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<style>\n\n.full-width {\n  width: 100vw;\n  position: relative;\n  left: 50%;\n  right: 50%;\n  margin-left: -50vw;\n  margin-right: -50vw;\n}\n\n<\/style>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"full-width\">\n<div class=\"flourish-embed flourish-hierarchy\" data-src=\"visualisation\/3826515\" data-url=\"https:\/\/flo.uri.sh\/visualisation\/3826515\/embed\" aria-label=\"\"><script src=\"https:\/\/public.flourish.studio\/resources\/embed.js\"><\/script><\/div>\n<\/div>\n\n\n\n<div class=\"full-width\">\n<div class=\"flourish-embed flourish-chart\" data-src=\"visualisation\/3826264\" data-url=\"https:\/\/flo.uri.sh\/visualisation\/3826264\/embed\" aria-label=\"\"><script src=\"https:\/\/public.flourish.studio\/resources\/embed.js\"><\/script><\/div>\n<\/div>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Candidatul care a afi\u0219at cele mai scumpe reclame este Nicu\u0219or Dan: el a cheltuit 110 mii de lei pentru 180 de ads-uri care au fost afi\u0219ate de-a lungul campaniei electorale pe social media. Gabriela Firea a investit aproape 84 mii de lei \u00een 86 de reclame.<\/li><li>Dup\u0103 Nicu\u0219or Dan, primarul sectorului 6 Gabriel Mutu a sponsorizat cele mai multe ads-uri: 170. Ele au fost pl\u0103tite de PSD Filiala Sector 6. Suma investit\u0103, \u00een schimb, este considerabil mai mic\u0103: 28 mii de lei.<\/li><li>Dintre toate paginile candida\u021bilor la prim\u0103riile din Capital\u0103, cea a viceprimarului Aurelian B\u0103dulescu a afi\u0219at cele mai pu\u021bine reclame, 9, la cea mai mic\u0103 investi\u021bie \u2013 1.800 lei.<\/li><li>Paginile de Facebook ale lui Clotilde Armand \u0219i Daniel B\u0103lu\u021b\u0103 nu au promovat nicio postare.<\/li><li>Adrian Moraru, Cristian B\u0103canu \u0219i Ciprian Ciucu, to\u021bi candida\u021bi PNL sus\u021binu\u021bi de USR-PLUS la prim\u0103rii de sector, \u0219i-au crescut vizibilitatea \u00een online considerabil mai mult dec\u00e2t ceilal\u021bi candida\u021bi.<\/li><li>\u0218i Vlad Voiculescu, posibil viitor viceprimar dac\u0103 va c\u00e2\u0219tiga Nicu\u0219or Dan, l-a sus\u021binut pe candidatul s\u0103u prin 90 de reclame pe Facebook. Pe l\u00e2ng\u0103 asta, am identificat post\u0103ri sponsorizate cu el \u0219i candida\u021bii USR-PLUS la prim\u0103riile de sector.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<style>\n\n.full-width {\n  width: 100vw;\n  position: relative;\n  left: 50%;\n  right: 50%;\n  margin-left: -50vw;\n  margin-right: -50vw;\n}\n\n<\/style>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"full-width\">\n<div class=\"flourish-embed flourish-scatter\" data-src=\"visualisation\/3827021\" data-url=\"https:\/\/flo.uri.sh\/visualisation\/3827021\/embed\" aria-label=\"\"><script src=\"https:\/\/public.flourish.studio\/resources\/embed.js\"><\/script><\/div>\n<\/div>\n\n\n\n<div class=\"full-width\">\n<div class=\"flourish-embed flourish-chart\" data-src=\"visualisation\/3826767\" data-url=\"https:\/\/flo.uri.sh\/visualisation\/3826767\/embed\" aria-label=\"\"><script src=\"https:\/\/public.flourish.studio\/resources\/embed.js\"><\/script><\/div>\n<\/div>\n\n\n\n<p><\/p>\n\n\n\n<p>Din cauza modului \u00een care sunt prezentate detaliile despre reclamele sponsorizate pe Google nu am reu\u0219it s\u0103 restr\u00e2ngem selec\u021bia strict la candida\u021bii care se refer\u0103 la Municipiul Bucure\u0219ti. \u00cen timp ce nu am luat \u00een calcul post\u0103rile pl\u0103tite de filiale ale partidelor, am fost nevoi\u021bi s\u0103 introducem \u00een calculele noastre ads-urile f\u0103cute de \u00eentreg partidul. Prin urmare, graficul de mai jos reflect\u0103 mai degrab\u0103 tendin\u021bele generale politice \u00een materie de publicitate pe Google.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Cei 51 de mii de EURO cheltui\u021bi de USR-PLUS pe reclame \u00eei pozi\u021bioneaz\u0103 pe primul loc la investi\u021bii \u00een Google ads.<\/li><li>Pe locul 2 se afl\u0103 PSD, cu aproape 27 mii de EURO.<\/li><li>PNL s-a axat considerabil mai pu\u021bin pe lupta de pe Google fa\u021b\u0103 de cea de pe Facebook, cu doar 18 mii de EURO cheltui\u021bi.<\/li><li>PMP vine din urm\u0103 la o diferen\u021b\u0103 relativ mic\u0103 fa\u021b\u0103 de PNL \u2013 14.400 EURO.<\/li><\/ul>\n\n\n\n<style>\n\n.full-width {\n  width: 100vw;\n  position: relative;\n  left: 50%;\n  right: 50%;\n  margin-left: -50vw;\n  margin-right: -50vw;\n}\n\n<\/style>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"full-width\">\n<div class=\"flourish-embed flourish-hierarchy\" data-src=\"visualisation\/3825954\" data-url=\"https:\/\/flo.uri.sh\/visualisation\/3825954\/embed\" aria-label=\"\"><script src=\"https:\/\/public.flourish.studio\/resources\/embed.js\"><\/script><\/div>\n<\/div>\n\n\n\n<p>Cea mai de impact reclam\u0103 electoral\u0103 pe Google a fost un filmule\u021b promovat de USR-PLUS, prin intermediul firmei Atelierul de Internet, prin care cet\u0103\u021benii sunt \u00eendemna\u021bi s\u0103 \u00ee\u0219i fac\u0103 viz\u0103 de flotant pentru a vota acolo unde locuiesc. Reclama a rulat pentru 18 zile \u0219i a ajuns la aproape 10 milioane de oameni.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img fetchpriority=\"high\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/buletin.de\/bucuresti\/wp-content\/uploads\/image-174-900x375.png\" alt=\"\" class=\"wp-image-12745 lazyload\" width=\"900\" height=\"375\" data-sizes=\"auto\" data-srcset=\"https:\/\/buletin.de\/bucuresti\/wp-content\/uploads\/image-174-900x375.png 900w, https:\/\/buletin.de\/bucuresti\/wp-content\/uploads\/image-174-300x125.png 300w, https:\/\/buletin.de\/bucuresti\/wp-content\/uploads\/image-174-768x320.png 768w, https:\/\/buletin.de\/bucuresti\/wp-content\/uploads\/image-174-1536x640.png 1536w, https:\/\/buletin.de\/bucuresti\/wp-content\/uploads\/image-174-1060x441.png 1060w, https:\/\/buletin.de\/bucuresti\/wp-content\/uploads\/image-174-550x229.png 550w, https:\/\/buletin.de\/bucuresti\/wp-content\/uploads\/image-174-1201x500.png 1201w, https:\/\/buletin.de\/bucuresti\/wp-content\/uploads\/image-174-600x250.png 600w, https:\/\/buletin.de\/bucuresti\/wp-content\/uploads\/image-174.png 1614w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/figure>\n\n\n\n<p>Pe locul 2 la vizibilitate \u0219i impact este un ad sponsorizat de Partidul Mi\u0219carea Popular\u0103 \u2013 Organiza\u021bia Sector 3 care se adresa strict cet\u0103\u021benilor din Bucure\u0219ti. \u00centre timp reclama a fost \u0219tears\u0103 de Google deoarece nu respecta politicile de publicitate ale companiei.<\/p>\n\n\n\n<p>\u00cen acest articol nu am analizat con\u021binutul post\u0103rilor sponsorizate pe Facebook deoarece am dorit s\u0103 surprindem tendin\u021bele generale la nivel de Capital\u0103 \u0219i de sectoare \u0219i s\u0103 ne d\u0103m seama pe ce mizeaz\u0103 fiecare partid \u00een parte. De-a lungul timpului, Buletin de Bucure\u0219ti a investigat calitatea reclamelor din social media \u0219i activitatea politic\u0103 din online \u0219i a aflat c\u0103:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>PSD <a href=\"https:\/\/buletin.de\/bucuresti\/psd-sponsorizeaza-cu-zeci-de-mii-de-lei-reclame-pe-facebook-prin-care-acuza-guvernul-de-minciuna-si-proasta-gestionare-a-problemei-covid-19-premierul-orban-este-catalogat-ca-mitoman-cinic-si-ticalos\/\">a sponsorizat cu zeci de mii<\/a> de lei reclame pe Facebook prin care acuza Guvernul de minciun\u0103 \u0219i proasta gestionare a problemei Covid 19. Premierul Orban este catalogat ca mitoman, cinic \u0219i tic\u0103los;<\/li><li>Directorul Companiei Municipale de Publicitate \u00eenfiin\u021bat\u0103 de Gabriela Firea, Costin Simion, <a href=\"https:\/\/buletin.de\/bucuresti\/seful-companiei-municipale-de-publicitate-a-gabrielei-firea-plateste-reclame-cu-sparanghel-si-lepragalbena-pe-facebook-mai-multi-protestatari-anti-covid-le-distribuie\/\">sponsorizeaz\u0103 reclame anti PNL \u0219i anti USR<\/a> pe mai multe pagini de Facebook. O mare parte dintre fanii paginilor nu sunt de acord cu restric\u021biile impuse de Guvern sau afirm\u0103 c\u0103 virusul Sars-CoV-2 nu exist\u0103;<\/li><li>Pe pagina de Facebook a primarului Dan Tudorache de la sectorul 1 a luat amploare un<a href=\"https:\/\/buletin.de\/bucuresti\/trolling-electoral-primarul-dan-tudorache-asaltat-de-fanii-slapului-pe-facebook-dupa-ce-s-a-plans-ca-tudor-tubel-schinagel-i-a-contestat-candidatura\/\"> trolling electoral<\/a>, dup\u0103 ce acesta a postat despre faptul c\u0103 contracandidatul Tudor Tubelu Schinagel i-a contestat candidatura;<\/li><li>O re\u021bea de conturi false de Facebook \u00eei fac publicitate primarului Daniel Florea \u0219i distribuie zilnic meme-uri, glume, injurii \u0219i, uneori, \u0219tiri false despre PNL \u0219i USR-PLUS. Unul dintre aceste conturi a fost \u00eenregistrat cu numele <a href=\"https:\/\/buletin.de\/bucuresti\/o-retea-de-conturi-false-il-promoveaza-pe-daniel-florea-si-injura-opozitia-in-spate-se-afla-fratele-primarului-ascuns-de-o-poza-cu-un-soldat\/\">fratelui primarului sectorului 5<\/a>, dar se ascunde \u00een spatele unor poze cu solda\u021bi \u0219i sus\u021bine c\u0103 lucreaz\u0103 la Ministerul Ap\u0103r\u0103rii Na\u021bionale;<\/li><li>\u00cen sectorul 5, <a href=\"https:\/\/buletin.de\/bucuresti\/batalia-electorala-cu-postaci-din-sectorul-5-locul-i-disputat-de-daniel-florea-si-marian-vanghelie\/\">conturile false au inundat grupurile de Facebook<\/a> \u0219i se atac\u0103 la foc automat ba prin glume r\u0103ut\u0103cioase, ba prin injurii \u0219i \u0219tiri false.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p style=\"font-size:15px\"><em>*Am ales s\u0103 reprezent\u0103m \u00een graficele noastre legate de Facebook doar trei partide, PNL, PSD \u0219i USR-PLUS, deoarece am considerat c\u0103 reprezint\u0103 principalii actori politici la vremea actual\u0103. \u00cen timp ce includerea \u00een analiz\u0103 a altor partide ar fi fost relevant\u0103, din cauza faptului c\u0103 Facebook nu permite automatizarea procesului de colectare de date \u0219i, deci, sumele investite \u00een reclame au fost calculate manual, am luat decizia s\u0103 ne ax\u0103m doar pe aceste trei partide.<\/em><\/p>\n\n\n\n<p style=\"font-size:15px\"><em>*Toate sumele prezentate \u00een acest articol sunt aproximative deoarece Facebook ofer\u0103 informa\u021bii doar despre suma total\u0103&nbsp;<strong>estimat\u0103&nbsp;<\/strong>cheltuit\u0103 cu o reclam\u0103 \u00een perioada de rulare a acesteia (exemplu: \u00eentre 1 K RON \u2013 1,5 K RON), f\u0103r\u0103 a men\u021biona exact valoarea lor. Prin urmare, sumele de mai sus reprezint\u0103 valoarea maxim\u0103 care ar fi putut fi pl\u0103tit\u0103 pentru reclame.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00cen timp ce Nicu\u0219or Dan \u0219i USR-PLUS \u00ee\u0219i concentreaz\u0103 toate eforturile pe c\u00e2\u0219tigarea func\u021biei de primar al Capitalei, Partidul Na\u021bional Liberal sper\u0103 mai degrab\u0103 s\u0103 c\u00e2\u0219tige trei primari de sector. PSD, \u00een schimb, nu se implic\u0103 at\u00e2t de mult \u00een campania electoral\u0103 din online. Investi\u021biile \u00een reclame online au ajuns, \u00een total, la aproximativ 300.000 [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":12750,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ngg_post_thumbnail":0,"footnotes":""},"categories":[1113,24,62],"tags":[1644,1643,1646,1645],"ppma_author":[22588],"class_list":["post-12736","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-locale-2020","category-primarie","category-stiri","tag-campanie-electorala","tag-facebook-ads","tag-postari-sponsorizate-bucuresti","tag-reclama-pe-facebook"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.3 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>GRAFIC. B\u0103t\u0103lia reclamelor. C\u00e2\u021bi bani au dat partidele pe reclamele online \u00een aceast\u0103 campanie din Bucure\u0219ti - Buletin de Bucure\u0219ti<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/buletin.de\/bucuresti\/grafic-batalia-reclamelor-cati-bani-au-dat-partidele-pe-reclamele-online-in-aceasta-campanie-din-bucuresti\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"GRAFIC. B\u0103t\u0103lia reclamelor. 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