The Spanish government plans to spend €145 million on institutional advertising in this election year
The General State Administration has budgeted 145 million euros for institutional advertising in 2023, marked by the Municipal Elections in May and the General Elections in December. This amount is 7.8% less than what was planned for 2022, which was a record year in the last 10 years.
These 145 million euros will be invested in a total of 193 advertising campaigns. This is the highest figure in the historical series, which begins in 2007. Compared to last year, there will be 15% more impacts on citizens. And this is despite the fact that in an election year institutional advertising is restricted during campaign periods.
Precisely, the fact that it is an election year means that the ministry with the greatest increase in the number of campaigns is the Ministry of the Interior, with ten more than in 2022. This portfolio is also one of the ones that will allocate more investment this year, with 11.2 million euros. In this ranking, the leader will once again be Economic Affairs, with a budget of 21.6 million euros, although this is 40% less than last year. Second will be Equality, with 18 million euros (-8%) and third, Agriculture, with 15.6 million (-8%). The least allocated funds are Foreign Affairs (22,000 euros) and Defence (75,000 euros).
Of the total budget, Podemos’ four ministries have an allocated budget of 32 million euros. This is 14% more than in 2022.
In terms of campaigns, the one that will see the most investment this year is the DGT, which has already invested the most in previous years. It will have 11.1 million euros at its disposal for 2023. The second largest will be the Tax Agency, with 9 million euros. And third will be another to raise awareness of cybersecurity, with 8.1 million euros.
The preferred medium for disseminating government messages will be the internet, which will account for two out of three campaigns. Half will be on radio and 42% in the press. Television will broadcast only one out of every three campaigns planned by the government, less than Exterior (35% of them).
