Monitoring of election campaign financing 2012 Preliminary and partial results Transparency Serbia 11.5.2012.

. Stated views do not necessarily represent donor’s opinion. 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 TV Published ads in newspapers with national coverage Estimated number of rented billboards                                       The data in collection phase: Costs of renting conference rooms The costs of advertising in local media Assessment of cost of printing and distributing posters, flyers and promotional materials Assessing 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

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

TV advertising – Parliamentary elections

TV advertising – Presidential elections List Prices for TV spots without leased media space. Price are in RSD with VAT and discount. Za bolji zivot 337,890,330 Pokrenimo Srbiju 71,290,200 SPS/PUPS/ЈS 151,343,300 DSS 26,250,390 URS 55,156,700 Preokret 165,793,090 SRS 45,456,000 DVERI 19,747,200 SVM LSV (АPV) PRS 14,488,000 SDS 4,303,000

TV advertising – Presidential elections

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

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

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

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

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

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

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

TV advertising by the TV stations (March-May 2012) TV spots in EUR Leased media space in EUR TOTAL RTS 1 4,276,822 RTS 2 33,685 RTV 1 271,641 B92 5,451,946 2,121,745 7,573,691 B92 Info 58,763 Prva 6,866,239 1,123,561 7,989,800 Pink 11,667,721 1,831,701 13,499,421 Studio B 186,960 Avala 229,598 56,127 285,725 Happy/ Happy K 108,192 10,291 118,483 29,151,567 5,143,423 34,294,991

Cost structure of advertising on TV stations by stations

Comparative cost of TV advertising

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 - Belgrade

Share of certain lists in billboards - Belgrade Billboards - 6 weeks of the campaign - Belgrade List Estimated value in EUR Share in % DS 331062.16 23.97 Preokret 155215.28 11.24 SNS 378856.72 27.49 DSS 147890.16 10.73 URS 180277.68 13.08 SPS 107597.32 7.81 SRS 51954.32 3.77 Dveri 20130.88 1.46 SDS 5290.56 0.38 SVM 1322.64 0.10 PRS 1323.52 TOTAL 1380921.24 100.20

Share of certain lists in billboards - Belgrade

Estimation of billboard campaign price - Belgrade List No of billboards PRICE No. of rolling billboards Printing Printing reduced city light 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 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 84,029 184,863 147,890 URS 487 71,588 90 22,320 17,045 8,523 102,431 225,347 180,278 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 29,520 64,943 51,954 DVERI 76 10,108 2,660 1,330 11,438 25,164 20,131 SDPS 20 2,656 700 350 3,006 6,613 5,291 SVM 5 664 175 88 752 1,653 1,323 PRS   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

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)

Estimation of cost of advertising in print media LIST No of ads Price 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 54,769 4% TOTAL 365 1,372,678 99.7%

The structure of the newspaper advertising by newspapers

The structure of the newspaper advertising by newspapers Price with VAT in EUR Blic 293,032 Kurir 211,188 Vecernje novosti 203,850 Politika 153,456 Pres 149,603 Аlо! 131,355 Danas 72,505 24 sata 66,140 Pravda 44,192 Gloria 13,126 Blic zena 11,864 Pecat 11,226 Story 4,100 Hello! 4,080 Јоy 2,974 Star 2,853 Nin 2,105 Svet 1,606 Pregled 978 Skandal 952 TOTAL 1,381,183