"Spotwise" Reviews Political Radio Ads Ahead of Saeima Elections
A report by "Spotwise" reveals that political parties' radio advertising volumes dropped sharply during the official campaign period, and the content reflects their distinct strategies.
According to a review published by "Spotwise", the volume and content of political radio advertisements before the Saeima elections reveal the strategic choices of the parties. For instance, the alliance "Latvija pirmajā vietā" devoted most of its airtime to urging listeners to sign up for receiving second-pension-tier funds. The Union of Greens and Farmers built a unified image of "Prime Minister from the people", while "Progresīvie" focused on the slogan "Latvia can. In a team with Europe and strong on its own."
The review notes that European Parliament political groups also have regular radio slots featuring Latvian MEPs, almost all broadcast on the same station – Radio SWH.
Significant changes occurred at the start of the official pre-election campaigning period on June 6. From June 6 to 30, only 666 political ads were aired, approximately 27 ads per day. In the previous period, the daily average was 118 ads.
The company "Spotwise" has promised to regularly publish such reviews throughout the campaign period to monitor changes in the airwaves.
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