As Germany gears up for its parliamentary elections on February 23, I’ve analyzed digital ad spending trends from 2021 to 2025.
TL;DR: ad spending increased but that is mainly due to a shift to Google.
Check out the thread (or my blog post) ⬇️ favstats.eu/post/btws/
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Zooming in on the party level, we see that the rise in digital political ad spending is far from uniform.
In fact, spending decreased for major parties CDU/CSU (-€392K) & SPD (-€370K).
On the other hand, spending strongly increased for the Greens, Volt, and FDP. 📊
Feb 11, 2025 · 9:45 PM UTC
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There is also differential trends when it comes to platforms:
- Google: More than 2X spending (+€909K)
- Meta: small decline (-€245K)
Here’s the twist: Google will ban political ads in the EU soon. This leaves Meta with a near-monopoly. A worrying trend.
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For more thoughts on the data and what it means for Europe’s digital campaign landscape, check out my full blog post ⬇️ 🌐 favstats.eu/post/btws/
Also, a big thank you to @whotargetsme. Their work on ad transparency is invaluable for insights like the ones shared here! 🙏
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