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

2. . 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 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.

3. 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

4. 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

5. 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.

6. Estimation of advertising in TV stations costs by elections - March - May 2012

7. 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

8. TV advertising – Parliamentary elections

9. 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

10. TV advertising – Presidential elections

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

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

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

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

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

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

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

18. 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

19. Cost structure of advertising on TV stations by stations

20. Comparative cost of TV advertising

21. 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

22. Share of political billboards - Belgrade

23. Share of certain lists in billboards - Belgrade
Billboards - 6 weeks of the campaign - Belgrade
List
Estimated value in EUR
Share in % DS
23.97
Preokret
11.24
SNS
27.49
DSS
10.73
URS
13.08
SPS
7.81
SRS
3.77
Dveri
1.46
SDS
0.38
SVM
0.10
PRS
TOTAL
100.20

24. Share of certain lists in billboards - Belgrade

25. 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

26. Estimation of billboard campaign price in Belgrade

27. 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.

28. Estimation of cost of advertising in print media (price in EUR)

29. 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%

30. The structure of the newspaper advertising by newspapers

31. 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