Swedish Parliamantary Election 2022

How do political campaigns target voters?

Methodology

We monitored over 1300 Swedish political advertisers during the 2022 Swedish Parliamentary Election to better understand how campaigns use different targeting methods made available by Meta. To do this, we used data from the Meta Ad Library, using the new ‘Audience’ data which gives some detail on how pages target their ads.

Note: Meta only provides 7, 30 and 90 days windows for the targeting data in their Ad Library.

Topline Statistics

Meta

Aug 13th - Sep 11th 2022 (Last 30 days)

In total, political parties spend kr40,278,989 and ran 29390 ad copies on Meta in this timeframe.

Number of Advertisers Top Spenders Number of Ads Total Spend

Moderata

215


1. Moderaterna (kr2,394,109)
2. Moderaterna i Stockholms stad och län (kr1,299,879)
3. Moderaterna i Göteborg (kr384,741)

4,385

kr7,581,175

Centerpartiet

258


1. Centerpartiet (kr2,834,514)
2. Annie Lööf (kr889,548)
3. Centerpartiet i Stockholm (kr455,466)

5,593

kr7,292,332

Socialdemokraterna

195


1. Socialdemokraterna (kr2,019,587)
2. Socialdemokraterna i Stockholm (kr733,267)
3. Magdalena Andersson (kr463,419)

4,909

kr7,085,218

Liberalerna

181


1. Liberalerna Stockholm (kr1,167,154)
2. Liberalerna (kr1,007,555)
3. Liberalerna Skåne (kr411,007)

4,247

kr5,783,865

Sverigedemokraterna

137


1. Sverigedemokraterna (kr1,718,834)
2. Sverigedemokraterna Värmlands län (kr175,304)
3. Sverigedemokraterna Region Skåne (kr164,414)

1,774

kr3,964,426

Miljöpartiet

125


1. Miljöpartiet de gröna (kr1,059,595)
2. Miljöpartiet de gröna i Skåne (kr317,365)
3. Miljöpartiet i Stockholms stad (kr247,388)

2,705

kr3,428,873

Kristdemokraterna

142


1. Kristdemokraterna (kr1,397,758)
2. Kristdemokraterna i Dalarna (kr149,060)
3. Kristdemokraterna Stockholm (kr126,564)

3,422

kr3,147,380

Vänsterpartiet

126


1. Vänsterpartiet (kr529,446)
2. Vänsterpartiet Göteborg (kr132,962)
3. Vänsterpartiet Östergötland (kr132,023)

2,355

kr1,995,720

Spending per Targeting Criteria

How much did campaigns spend on different targeting methods?

Aug 13th - Sep 11th 2022 (Last 30 days)

Overall

By Party

Top Targeted Audiences

Here, we show the top targeted audiences for each party (ranked by amount of SEK spend). Most (but not all) of these audiences are “interest” audiences, i.e. the parties targeted people interested in “Books” or “Politics”.

Aug 13th - Sep 11th 2022 (Last 30 days)

Top Contested Audiences

Here, we show the top most contested audiences, i.e. where all parties have spent considerable amounts of money competing to reach voters with the same interests. Most (but not all) of these audiences are “interest” audiences, i.e. the parties targeted people interested in “Books” or “Politics”. In each row on the right hand side, you can see how much in total was spend on that specific target audience.

Aug 13th - Sep 11th 2022 (Last 30 days)

Geo Targeting

Aug 13th - Sep 11th 2022 (Last 30 days)

Regions

Cities

Age Targeting

Aug 13th - Sep 11th 2022 (Last 30 days)

Gender Targeting

Aug 13th - Sep 11th 2022 (Last 30 days)

Education Targeting

Aug 13th - Sep 11th 2022 (Last 30 days)

Job Targeting

Aug 13th - Sep 11th 2022 (Last 30 days)