Monitoring of election
campaign financing 2012
PRELIMINARY AND
PARTIAL RESULTS
TRANSPARENCY SERBIA
11.5.2012.
About project
 Transparency – Serbia, as part of the project“Monitoring of election
campaign“ monitors important aspects of political subjects’ and state
organs’ activities during campaign for parliamentary, provincial, local and
presidential elections in 2012
 Monitoring begun on March 26th 2012. Monitoring sample includes
activities in Belgrade, Niš, Novi Sad, Kragujevac and 20 smaller cities and
municipalities
 Monitoring also includes media with national distribution and actions of
public institutions
Implemented as part of the project of Transparency Serbia “Monitoring of election
campaign financing” supported by International Foundation for Electoral Systems
(IFES) and USAID. Project activities are also partially supported within
Transparency International’ regional project CRINIS , supported by Norwegian
Ministry of Foreign Affairs.
. Stated views do not necessarily represent donor’s opinion.
Research methodology
 Focusing on the data that must be specifically stated
in the campaign spending reports
 Comparison with data from official reports (when
they are available)
 Sources of information: the specialized agencies,
engaged observers, the data from the media,
"insider" information - political parties, media,
businessmen, marketing experts
Collected data
 TV spots broadcast on national
 Leased media space on national TV
 Published ads in newspapers with national coverage
 Estimated number of rented billboards





The data in collection phase:
Costs of renting conference rooms
The costs of advertising in local media
Assessment of cost of printing and distributing posters, flyers
and promotional materials
Assessing the costs of organizing public meetings
Assessing the cost of promotional activities of political subjects
TV advertising - Reference
 Review comprehends following TV stations: RTS 1,




RTS 2, Prva, Pink, B92, RTV, Studio B, Avala, B92
Info, Happy/Happy K, RTV 1.
Prices are calculated according to officially published
pricelists of TV stations.
Prices are with VAT and without discount.
Conversion EUR/RSD is calculated by exchange rate
1/111.
Data sources on official pricelists and period of
advertising: Agency AGB Nielsen, data processing
Transparency - Serbia.
Estimation of advertising in TV stations costs by
elections - March - May 2012
1,607,271,250
891,718,210
140,217,830
310,616,580
285,946,090
Estimation of advertising in TV stations costs –
Parliamentary elections
List
Za bolji zivot
Pokrenimo Srbiju
SPS/PUPS/ЈS
DSS
URS
Preokret
SRS
DVERI
SVM
LSV (АPV)
PRS
SDS
Prices for TV spots without leased
media space. Price are in RSD with
VAT and discount.
425,010,630
209,396,870
0
39,385,950
620,157,580
196,520,220
53,580,000
0
0
0
57,764,000
5,456,000
TV advertising – Parliamentary elections
700,000,000.00
600,000,000.00
500,000,000.00
400,000,000.00
300,000,000.00
200,000,000.00
100,000,000.00
0.00
TV advertising – Presidential elections
List
Za bolji zivot
Pokrenimo Srbiju
SPS/PUPS/ЈS
DSS
URS
Preokret
SRS
DVERI
SVM
LSV (АPV)
PRS
SDS
Prices for TV spots without leased
media space. Price are in RSD with
VAT and discount.
337,890,330
71,290,200
151,343,300
26,250,390
55,156,700
165,793,090
45,456,000
19,747,200
0
0
14,488,000
4,303,000
TV advertising – Presidential elections
350,000,000
300,000,000
250,000,000
200,000,000
150,000,000
100,000,000
50,000,000
0
The structure of the TV advertising costs by the
parties and the type of election
Za bolji zivot
450,000,000.00
400,000,000.00
350,000,000.00
300,000,000.00
250,000,000.00
200,000,000.00
150,000,000.00
100,000,000.00
50,000,000.00
0.00
The structure of the TV advertising costs by the
parties and the type of election
Pokrenimo Srbiju
250,000,000.00
200,000,000.00
150,000,000.00
100,000,000.00
50,000,000.00
0.00
The structure of the TV advertising costs by the
parties and the type of election
SPS/PUPS/ЈS
160,000,000
140,000,000
120,000,000
100,000,000
80,000,000
60,000,000
40,000,000
20,000,000
0
The structure of the TV advertising costs by the
parties and the type of election
DSS
40,000,000
35,000,000
30,000,000
25,000,000
20,000,000
15,000,000
10,000,000
5,000,000
0
The structure of the TV advertising costs by the
parties and the type of election
URS
700,000,000
600,000,000
500,000,000
400,000,000
300,000,000
200,000,000
100,000,000
0
The structure of the TV advertising costs by the
parties and the type of election
Preokret
200,000,000
180,000,000
160,000,000
140,000,000
120,000,000
100,000,000
80,000,000
60,000,000
40,000,000
20,000,000
0
The structure of the TV advertising costs by the
parties and the type of election
SRS
60,000,000
50,000,000
40,000,000
30,000,000
20,000,000
10,000,000
0
TV advertising by the TV stations
(March-May 2012)
TV station
RTS 1
RTS 2
RTV 1
B92
B92 Info
Prva
Pink
Studio B
Avala
Happy/
Happy K
TOTAL
Leased media space in
TV spots in EUR
EUR
4,276,822
0
33,685
0
271,641
0
5,451,946
2,121,745
58,763
0
6,866,239
1,123,561
11,667,721
1,831,701
186,960
0
229,598
56,127
108,192
29,151,567
10,291
5,143,423
TOTAL
4,276,822
33,685
271,641
7,573,691
58,763
7,989,800
13,499,421
186,960
285,725
118,483
34,294,991
Cost structure of advertising on TV stations
by stations
285,725
186,960
118,483
РТС 1
33,685
4,276,822
271,641
РТС 2
РТВ 1
13,499,421
7,573,691
Б92
Б92 Инфо
Прва
Пинк
7,989,800
58,763
Студио Б
Авала
Happy/Happy K
Comparative cost of TV advertising
39,541,699
13,668,132
2,485,029
Presidental
elections 2004
Parliamentary
elections 2007
All elections 2012
Comparative cost of TV adverising in EUR
Main features of the campaign - billboards
 The increase in the number of billboards with
political content in the last weeks of the campaign
 Certain number of new billboard - places
appears; number of billboards in reality deviates
from the data on licenses issued by the
competent local authorities
Share of political billboards - Belgrade
1200
1000
800
600
400
200
0
Total
number of
billboards
in sample
Political
billboards
in sample
Share of certain lists in billboards - Belgrade
Billboards - 6 weeks of the campaign - Belgrade
List
DS
Preokret
SNS
DSS
URS
SPS
SRS
Dveri
SDS
SVM
PRS
TOTAL
Estimated value in EUR
331062.16
155215.28
378856.72
147890.16
180277.68
107597.32
51954.32
20130.88
5290.56
1322.64
1323.52
1380921.24
Share in %
23.97
11.24
27.49
10.73
13.08
7.81
3.77
1.46
0.38
0.10
0.10
100.20
Share of certain lists in billboards - Belgrade
Billboard in Belgrade 26.3-4.5.2012.
2%
0% 0%
0%
4%
8%
24%
13%
11%
11%
27%
ДС
Преокрет
СНС
ДСС
УРС
СПС
СРС
Двери
СДС
СВМ
ПРС
Estimation of billboard campaign price Belgrade
No of
billboard
List
s
PRICE
No. of
rolling
billboards
PRICE
Printing
Estimatio
n
Estimatio
Total complete n with
sample
city
discount
Printing
reduced city light PRICE
DS
763
126,481
158
39,184
26,705
13,353
118
9,086
188,104
413,828
331,062
PREOKR
ET
413
61,371
79
19,592
14,455
7,228
0
0
88,191
194,019
155,215
SNS
775
117,703
117
29,016
27,125
13,563
714
54,978
215,260
473,571
378,857
DSS
437
63,733
51
12,648
15,295
7,648
0
0
84,029
184,863
147,890
URS
487
71,588
90
22,320
17,045
8,523
0
0
102,431
225,347
180,278
SPS
215
35,842
39
9,672
7,525
3,763
154
11,858
61,135
134,496
107,597
SRS
133
20,744
26
6,448
4,655
2,328
0
0
29,520
64,943
51,954
DVERI
76
10,108
0
0
2,660
1,330
0
0
11,438
25,164
20,131
SDPS
20
2,656
0
0
700
350
0
0
3,006
6,613
5,291
SVM
5
664
0
0
175
88
0
0
752
1,653
1,323
PRS
5
664
175
88
0
0
752
1,654
1,324
3,329
511,554
116,515
58,258
986
75,922
TOTAL
560
138,880
784,614 1,726,151 1,380,921
Estimation of billboard campaign price in
Belgrade
400000.00
350000.00
300000.00
250000.00
200000.00
150000.00
100000.00
50000.00
0.00
Estimation of cost of advertising in print media
Newspaper: Blic, Kurir, Vecerenje novosti, Politika, Pres, Аlо!, Danas, 24 satа,
Pravda, Gloria, Blic zena, Pecaт, Story, Hello!, Јоy, Star, Nin, Sveт, Pregled,
Skandal
Calculated the total number of ads and insertions in these papers according
to the Agency Ipsos Strategic Marketing data.
Calculated according to official price lists of newspapers for certain services,
without discount with an increase of 100% in most newspapers
Source: Transparency Serbia on the basis of data obtained from the Agency
Ipsos Strategic Marketing.
Estimation of cost of advertising
in print media (price in EUR)
734,168
354,662
48,895
51,899 64,223
43,711
20,351
0
0
0
54,769
0
Estimation of cost of advertising in print
media
LIST
No of ads
The share of total
Price with VAT
advertising costs in
in EUR
newspapers
Za bolji zivot
153
734,168
53%
Pokrenimo Srbiju
SPS/PUPS/JS
DSS
URS
Preokret
SRS
PRS
TOTAL
124
354,662
26%
15
48,895
3.6%
17
43,711
3.2%
14
51,899
3.8%
19
64,223
4.6%
4
20,351
1.5%
19
54,769
4%
365
1,372,678
99.7%
The structure of the newspaper advertising by
newspapers
300,000
250,000
200,000
150,000
100,000
50,000
0
The structure of the newspaper advertising by
newspapers
Newspaper
Blic
Kurir
Vecernje novosti
Politika
Pres
Аlо!
Danas
24 sata
Pravda
Gloria
Blic zena
Pecat
Story
Hello!
Јоy
Star
Nin
Svet
Pregled
Skandal
Price with VAT in EUR
293,032
211,188
203,850
153,456
149,603
131,355
72,505
66,140
44,192
13,126
11,864
11,226
4,100
4,080
2,974
2,853
2,105
1,606
978
952