PRELIMINARY AND PARTIAL RESULTS

TRANSPARENCY SERBIA 11.5.2012 .

Monitoring of election campaign financing 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 TVPublished ads in newspapers with national coverageEstimated number of rented billboards

                                      The data in collection phase:Costs of renting conference roomsThe costs of advertising in local mediaAssessment of cost of printing and distributing posters,

flyers and promotional materialsAssessing 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

Parliamentary elections

АПВ elections

Local elections

Presidential elections

Anticampaign

1,607,271,250

140,217,830310,616,580

891,718,210

285,946,090

Estimation of advertising in TV stations costs – Parliamentary elections

List Prices for TV spots without leased media space. Price are in RSD with VAT and discount.

Za bolji zivot 425,010,630Pokrenimo Srbiju 209,396,870SPS/PUPS/ЈS 0DSS 39,385,950URS 620,157,580Preokret 196,520,220SRS 53,580,000DVERI 0SVM 0LSV (АPV) 0PRS 57,764,000SDS 5,456,000

TV advertising – Parliamentary elections

За б

ољи ж

ивот

Пок

рени

мо

Србију

СПС/П

УПС/Ј

СДСС

УРС

Пре

окре

тСРС

Две

риСВ

М

ЛСВ

(АПВ)

ПРС

СДС

0.00

100,000,000.00

200,000,000.00

300,000,000.00

400,000,000.00

500,000,000.00

600,000,000.00

700,000,000.00

TV advertising – Presidential elections

List Prices for TV spots without leased media space. Price are in RSD with VAT and discount.

Za bolji zivot 337,890,330Pokrenimo Srbiju 71,290,200SPS/PUPS/ЈS 151,343,300DSS 26,250,390URS 55,156,700Preokret 165,793,090SRS 45,456,000DVERI 19,747,200SVM 0LSV (АPV) 0PRS 14,488,000SDS 4,303,000

TV advertising – Presidential elections

За б

ољи ж

ивот

Пок

реним

о Срб

ију

СПС/П

УПС/Ј

СДСС

УРС

Пре

окре

тСРС

Две

риСВ

М

ЛСВ

(АПВ)

ПРС

СДС

0

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

350,000,000

The structure of the TV advertising costs by the parties and the type of election

Parliamentary elections

АПВ elections

Local elections

Presidential elections

Anticampaign

0.0050,000,000.00

100,000,000.00150,000,000.00200,000,000.00250,000,000.00300,000,000.00350,000,000.00400,000,000.00450,000,000.00

Za bolji zivot

The structure of the TV advertising costs by the parties and the type of election

Parliamentary elections

АПВ elections

Local elections

Presidential elections

Anticampaign

0.00

50,000,000.00

100,000,000.00

150,000,000.00

200,000,000.00

250,000,000.00

Pokrenimo Srbiju

The structure of the TV advertising costs by the parties and the type of election

Parliamentary elections

АПВ elections

Local elections

Presidential elections

0

50,000,000

100,000,000

150,000,000

200,000,000

SPS/PUPS/ЈS

The structure of the TV advertising costs by the parties and the type of election

Parliamentary elections

АПВ elections

Local elections

Presidential elections

0

10,000,000

20,000,000

30,000,000

40,000,000

DSS

The structure of the TV advertising costs by the parties and the type of election

Parliamentary elections

АПВ elections

Local elections

Presidential elections

0100,000,000200,000,000300,000,000400,000,000500,000,000600,000,000700,000,000

URS

The structure of the TV advertising costs by the parties and the type of election

Parliamentary elections

АПВ elections

Local elections

Presidential elections

0

50,000,000

100,000,000

150,000,000

200,000,000

Preokret

The structure of the TV advertising costs by the parties and the type of election

Parliamentary elections

АПВ elections

Local elections

Presidential elections

010,000,00020,000,00030,000,00040,000,00050,000,00060,000,000

SRS

TV advertising by the TV stations (March-May 2012)

TV station TV spots in EURLeased media space in EUR TOTAL

RTS 1 4,276,822 0 4,276,822RTS 2 33,685 0 33,685RTV 1 271,641 0 271,641B92 5,451,946 2,121,745 7,573,691B92 Info 58,763 0 58,763Prva 6,866,239 1,123,561 7,989,800Pink 11,667,721 1,831,701 13,499,421Studio B 186,960 0 186,960Avala 229,598 56,127 285,725Happy/Happy K 108,192 10,291 118,483TOTAL 29,151,567 5,143,423 34,294,991

Cost structure of advertising on TV stations by stations

4,276,822 33,685

271,641

7,573,691

58,7637,989,800

13,499,421

186,960 285,725 118,483 РТС 1

РТС 2

РТВ 1

Б92

Б92 Инфо

Прва

Пинк

Студио Б

Авала

Happy/Happy K

Comparative cost of TV advertising

Presidental elections 2004

Parliamentary elections 2007

All elections 2012

Comparative cost of TV adverising in EUR

2,485,029

13,668,132

39,541,699

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 - Belgrade26

.3-2

.4.

2.4.

-9.4

.9.

4.-1

6.4.

16.4

.-23.

4.23

.4-3

0.4.

30.4

.-6.5

.

0

200

400

600

800

1000

1200

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 Estimated value in EUR Share in %DS 331062.16 23.97Preokret 155215.28 11.24SNS 378856.72 27.49DSS 147890.16 10.73URS 180277.68 13.08SPS 107597.32 7.81SRS 51954.32 3.77Dveri 20130.88 1.46SDS 5290.56 0.38SVM 1322.64 0.10PRS 1323.52 0.10TOTAL 1380921.24 100.20

Share of certain lists in billboards - Belgrade

24%

11%

27%

11%

13%

8%

4%

1% 0% 0% 0%

Billboard in Belgrade 26.3-4.5.2012.

ДСПреокретСНСДССУРССПССРСДвериСДССВМПРС

Estimation of billboard campaign price - Belgrade

List

No of billboard

s PRICE

No. of rolling

billboardsPRICE Printing

Printing reduced city light PRICE

Total sample

Estimation

complete city

Estimation with

discount

DS 763 126,481 158 39,184 26,705 13,353 118 9,086 188,104 413,828 331,062

PREOKRET 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

TOTAL 3,329 511,554 560 138,880 116,515 58,258 986 75,922 784,614 1,726,151 1,380,921

Estimation of billboard campaign price in Belgrade

ДС ПреокретСНС ДСС УРС СПС СРС Двери СДС СВМ ПРС0.00

50000.00

100000.00

150000.00

200000.00

250000.00

300000.00

350000.00

400000.00

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)

За б

ољ

и ж

ивот

Покреним

о С

рбију

СП

С/П

УП

С/ЈС

ДС

С

УРС

Преокрет

СРС

Двери

СВ

М

ЛС

В (А

ПВ

)П

РС

СД

С734,168

354,662

48,895

43,711

51,899 64,223

20,351 0 0 054,769

0

Estimation of cost of advertising in print media

LIST No of adsPrice with VAT

in EUR

The share of total advertising costs in newspapers

Za bolji zivot 153 734,168 53%

Pokrenimo Srbiju 124 354,662 26%SPS/PUPS/JS 15 48,895 3.6%DSS 17 43,711 3.2%URS 14 51,899 3.8%Preokret 19 64,223 4.6%SRS 4 20,351 1.5%PRS 19 54,769 4%TOTAL 365 1,372,678 99.7%

The structure of the newspaper advertising by newspapers

0

50,000

100,000

150,000

200,000

250,000

300,000

The structure of the newspaper advertising by newspapers

Newspaper Price with VAT in EURBlic 293,032Kurir 211,188Vecernje novosti 203,850Politika 153,456Pres 149,603Аlо! 131,355Danas 72,50524 sata 66,140Pravda 44,192Gloria 13,126Blic zena 11,864Pecat 11,226Story 4,100Hello! 4,080Јоy 2,974Star 2,853Nin 2,105Svet 1,606Pregled 978Skandal 952

TOTAL 1,381,183