By George Agboklu
Accra, Dec 05, GNA – The National Democratic Congress (NDC) flagbearer has outspent his New Patriotic Party rival on electoral and political advertisements on Facebook and Instagram in last three months.
He has in fact, spent more money than all the other presidential candidates combined, leading up to the elections, according to Meta Spending tracker.
Mr. Mahama’s campaign spent a total of $68,885 on 43 advertisements in the “Issues, Elections, and Politics” category on Meta platforms, accounting for 69 per cent of the total $99,641 spent by presidential candidates from September 3 to December 1, 2024.
In comparison, Vice President Dr. Mahamudu Bawumia, the New Patriotic Party (NPP) flagbearer, spent $30,184 on 76 advertisements, accounting for 30 per cent of the total amount.
The information on the candidates’ advertisement spending is available on the Meta Spending Tracker.
The social media giant says it makes such information public to increase accountability and transparency. “Transparency is a priority for us to help prevent interference in elections,” the company notes on its website.
The Meta Ad Library provides additional information about the ads, including the funding source, spending range, and demographic reach.
The John Dramani Mahama page is liked by 1.6 million people while the Dr Mahamudu Bawumia page is liked by 1.1 million people.
Other presidential candidates’ spending accounted for less than one per cent of the total during the 90-day period.
Kofi Koranteng spent $330, George Twum-Barima-Adu spent $143, the Convention People’s Party’s Nana Akosua Frimpomaa spent $95, independent candidate and Alan Kyerematen spent $4.
The Issues and Ad Targeting
While targeted at audiences generally in Ghana, Mr. Mahama’s advertisements focused on themes such as a call for change, women and youth empowerment, and the flagship 24-hour economy policy.
Dr. Bawumia’s Facebook and Instagram ads, on the other hand, highlighted the NPP’s flagship Free SHS and TVET policies, as well as his campaign activities across the country.
The NPP flagbearer’s ads targeted audiences primarily in Accra and Kumasi, as well as in the Eastern, Central, Northern, and Western Regions.
His page also employed interest-based targeting, focusing on users interested in soccer, basketball, and mobile phones.
*The Meta Spending Tracker updates to the most recent 90 days
According to Meta, it archives all ads related to social issues, elections, or politics for seven years. Specific ads run by a page can be viewed in the Meta Ad Library.
Ghana is holding both presidential and parliamentary elections on Saturday, December 7, with more than 18 million registered voters expected to participate.
GNA