{"id":262633,"date":"2024-12-08T01:17:56","date_gmt":"2024-12-08T01:17:56","guid":{"rendered":"https:\/\/www.ghanamma.com\/2024\/12\/08\/whos-spending-big-on-meta-ads-ahead-of-ghanas-elections\/"},"modified":"2024-12-08T01:17:56","modified_gmt":"2024-12-08T01:17:56","slug":"whos-spending-big-on-meta-ads-ahead-of-ghanas-elections","status":"publish","type":"post","link":"https:\/\/www.ghanamma.com\/2024\/12\/08\/whos-spending-big-on-meta-ads-ahead-of-ghanas-elections\/","title":{"rendered":"Who\u2019s spending big on Meta ads ahead of Ghana\u2019s elections?"},"content":{"rendered":"
<\/p>\n
\n
Ghana heads to the polls on December 7, 2024, to elect a new president and parliamentarians for each of the 275 constituencies.<\/p>\n
The year\u2019s election is not only crucial but also historic. It is the first time a former president seeks re-election against an incumbent vice president.<\/p>\n
The National Democratic Congress\u2019 John Mahama, president of Ghana between 2012 and 2016, is coming up against Dr Mahamudu Bawumia, the New Patriotic Party\u2019s 2024 flagbearer and incumbent vice president (2016 \u2013 2024). The two represent the most dominant political parties in Ghana.<\/p>\n
Beyond on-the-ground campaign tours, the digital battlefield has been heating up. Candidates and political parties are leveraging meta platforms\u2014Facebook and Instagram\u2014to reach voters, pumping tens of thousands of dollars into these platforms to promote their campaign messages. But who is spending the most, and what does this say about their campaign strategies?<\/p>\n
Spotlight on the big spenders<\/strong><\/p>\n
Between the two individual candidates,\u00a0Meta Ad Library\u00a0data shows that John Mahama leads the pack, spending approximately $70,219 on Meta Ads over the last 3 months (September 4 to December 2, 2024), which is the final leg of their campaigns.<\/p>\n
Mahamudu Bawumia comes behind with an estimated ad spend of $29,920 within the same period.<\/p>\n
\n \n Fig 1: Meta Ads expenditure \u2013 Mahama vs. Bawumia.\u00a0 \n <\/figcaption><\/figure>\n
Empowering Ghana, Upper East Regional Minister Hafiz Bin-Salih, and Central GRID follow, with Meta ad expenditures of $4,175, $794, $696, and $606, respectively.<\/p>\n
An overview of the top 10 political advertisers on Meta platforms\u2014Facebook and Instagram between September 1, 2024, and December 5, 2024, revealed that the majority of the big spenders on Meta ads are promoters of the NPP.<\/p>\n
\n
\n
\n\n
\n
Account<\/strong><\/td>\n
Amount spent (USD $)<\/strong><\/td>\n
Affiliation and description<\/strong><\/td>\n<\/tr>\n
NPP \u2013 Upper East Regional Minister<\/td>\n<\/tr>\n
\n
Central GRID<\/td>\n
606<\/td>\n
NPP<\/td>\n<\/tr>\n
\n
George Opare Addo<\/td>\n
444<\/td>\n
NDC \u2013 National Youth Organizer<\/td>\n<\/tr>\n
\n
Yellow Ghana<\/td>\n
385<\/td>\n
IND \u2013\u00a0Disqualified<\/em>\u00a0aspirant<\/em><\/td>\n<\/tr>\n
\n
Kofi Koranteng<\/td>\n
381<\/td>\n
*IND<\/td>\n<\/tr>\n
\n
Dr. Matthew Opoku Prempeh<\/td>\n
340<\/td>\n
NPP \u2013 Running mate<\/td>\n<\/tr>\n
\n
*IND \u2013 Independent candidate<\/td>\n<\/tr>\n<\/tbody>\n<\/table><\/div>\n Fig 2: Table of top 10 biggest Meta ad spenders in Ghana (September \u2013 December 2024)\u00a0 \n <\/figcaption><\/figure>\n
John Mahama\u2019s Meta ad expenditure was on 43 advertisements, while Mahamudu Bawumia\u2019s expenditure was on 77 adverts. This suggests that Mahama\u2019s average spend on each ad is $1,600, while Bawumia\u2019s is $389.<\/p>\n
Advertisements from Bawumia included events or activities undertaken as vice president of Ghana that did not overtly indicate his campaign for the 2024 polls. This could explain why his ads nearly doubled those of Mahama.<\/p>\n
Ad themes<\/strong><\/h2>\n
An analysis of the ads promoted by the two leading candidates on Facebook and Instagram revealed that the content includes appeals for donations towards their campaigns, updates on their campaign tours, and snippets of their major policies.<\/p>\n
For a more focused examination of the themes of interest to the candidates, a keyword analysis of the candidates\u2019 ad content was on the following terms: \u201cEducation,\u201d \u201cEconomy,\u201d \u201cWomen\u201d or \u201cGirls,\u201d \u201cSTEM,\u201d \u201cJobs or Employment,\u201d \u201cYouth,\u201d \u201cSports,\u201d and \u201cArts\u201d in each of the ads over the past three months.<\/p>\n
The result is as follows:<\/p>\n\n \n Fig. 3: Keyword analysis in ad content of John Dramani Mahama vs. Dr Mahamudu Bawumia\u00a0 \n <\/figcaption><\/figure>\n
The focus of John Dramani Mahama\u2019s ads on Facebook and Instagram over the past three months has strongly emphasised job creation and employment, particularly for young people.<\/p>\n
The content of his ads has also strongly highlighted economic empowerment and development for women and girls. His campaign ads have also touched on the Ghanaian economy.<\/p>\n
Dr Mahamudu Bawumia, on the other hand, targets education, particularly Free SHS and STEM, which are highlighted in his ads, suggesting that as a priority campaign message to voters on Facebook and Instagram. There also appears to be an emphasis on youth development and the promotion of creative arts.<\/p>\n\n \n Sample shot of one of Dr. Mahamudud Bawumia\u2019s campaign ads on Meta \n <\/figcaption><\/figure>\n
Demographics<\/strong><\/h2>\n
The two candidates\u2019 targeting of the meta advertisement provides useful insight into which audiences they find crucial to their election bids. From the available data, it is possible to gain insight into the message targeted at the different demographic groups.<\/p>\n
Of Mahama\u2019s 43 ads over the past 90 days, six targeted women of all ages in Ghana, four targeted men of all ages, and the remaining ads were promoted to the general population.<\/p>\n
The ads specifically targeted women, including the \u201cJoin the movement for women\u2019s empowerment! Download Resetting Ghana and volunteer to spread Mahama\u2019s vision for Ghana\u201d from October 18, 2024, to November 8, 2024.<\/p>\n\n \n <\/figure>\n
Sample shot of one of John Dramani Mahama\u2019s campaign ads on Meta<\/p>\n
Give the NDC\u2019s projection of running mate Naana Jane Opoku Agyemang<\/p>\n
Dr Bawumia did not target any particular gender or age group for his Meta ads.<\/p>\n
Regional interests<\/strong><\/h2>\n
According to\u00a0data from the Electoral Commission of Ghana, Greater Accra and Ashanti are the regions with the highest number of registered voters for the 2024 elections. Greater Accra has 3,765,303 registered voters, while Ashanti has 3,295,274.<\/p>\n
Eastern Region, Central, and Western follow with 1,810,421, 1,752,165, and 1,288,871 registered voters, respectively.<\/p>\n
An analysis of data from Meta\u2019s platforms shows that the two leading candidates spent more than 50% of their ad budgets reaching Facebook and Instagram users in the Greater Accra and Ashanti region alone.<\/p>\n
The rest of the budget was spent on the remaining eight regions (Meta still uses the original ten administrative regions in Ghana).<\/p>\n\n \n Fig. 4: Amount spent on Meta ads by Mahama and Bawumia in the various regions.\u00a0 \n <\/figcaption><\/figure>\n
John Mahama has spent more money on election campaigns on Facebook and Instagram in all ten regions.<\/p>\n
The huge Meta election campaign ad spend in the Greater Accra region suggests significant interest by both parties.<\/p>\n
The significant spending in the Northern region (including the Savannah region) appears interesting, given that the northern region is considered a key battleground in the 2024 elections. Both Bawumia and Mahama were born in the Northern region.<\/p>\n
Again, although the NDC has consistently won the presidential election in the Northern region, the victory margins have been reducing consistently since 2004.<\/p>\n
The information above could be used to explain the regions of key interest to the two candidates; definite conclusions cannot be drawn from it as it is partially influenced by several other factors, including the number of Facebook and Instagram users in those areas and the number of people in that area saw the ad within the time frame it was scheduled to run.<\/p>\n
Ad impressions<\/strong><\/h2>\n
The ads from the two leading candidates targeted all audiences 18 and above. With 18 being the minimum age in Ghana, this can be interpreted to mean the ads targeted all Ghanaians of voting age. The amount spent on each ad impacts the extent of visibility, which explains why John Mahama\u2019s ads reach a wider audience than Bawumia. However, it is worth noting that the candidates do not have much control over who specifically viewed the ads, especially as that is mainly determined by Meta algorithms.<\/p>\n
Conclusion<\/strong><\/h2>\n
Information on how much John Dramani Mahama of the National Democratic Congress (NDC) and Mahamudu Bawumia of the New Patriotic Party (NPP) have spent on election campaign ads on Facebook and Instagram provides useful insight into the key messages they are sharing with different audiences and which regions and demographics they find more relevant for their messages. However, it remains to be seen if this will translate to votes at the ballot box.<\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"
Ghana heads to the polls on December 7, 2024, to elect a new president and parliamentarians for each of the 275 constituencies. The year\u2019s election is not only crucial but also historic. It is the first time a former president seeks re-election against an incumbent vice president. The National Democratic Congress\u2019 John Mahama, president of […]<\/p>\n","protected":false},"author":1,"featured_media":262634,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11],"tags":[],"class_list":["post-262633","post","type-post","status-publish","format-standard","has-post-thumbnail","category-top-news"],"yoast_head":"\n
Who\u2019s spending big on Meta ads ahead of Ghana\u2019s elections? - Ghanamma.com<\/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:\/\/www.ghanamma.com\/2024\/12\/08\/whos-spending-big-on-meta-ads-ahead-of-ghanas-elections\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Who\u2019s spending big on Meta ads ahead of Ghana\u2019s elections? - Ghanamma.com\" \/>\n<meta property=\"og:description\" content=\"Ghana heads to the polls on December 7, 2024, to elect a new president and parliamentarians for each of the 275 constituencies. The year\u2019s election is not only crucial but also historic. It is the first time a former president seeks re-election against an incumbent vice president. 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The year\u2019s election is not only crucial but also historic. It is the first time a former president seeks re-election against an incumbent vice president. 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