The government dominated social media advertising in Hungary again in 2025, with a ratio of 87:13

Similar to the 2024 European Parliament and local election campaigns, Political Capital monitored political advertisements on Google and Meta – Hungary's two main social media platforms – prior to the 2026 parliamentary elections. However, before Regulation (EU) 2024/900 on the transparency and targeting of political advertising (TTPA) took effect on 10 October 2025, both platforms stopped running political ads. At least in theory. In any case, Google has not disclosed any analyzable spending data after 22 September 2025, and Meta after 27 September. Although our monitoring had to end six months before the elections, we learned the same lessons as in 2024: the government won the social media advertising competition by a landslide. They accounted for 87% of total spending in 2025.

Background:

• All figures on advertising expenditures with different distributions, categorizations of advertisers, and analyses published regularly throughout 2025 are available in Hungarian on this collection page.
• The results and final conclusions of our social media ad monitoring during the 2024 European Parliament and municipal elections can be found here.

The government won by knockout

In Hungary, a total of EUR 10,585,970* was spent on political advertising by 27 September 2025. Government-organized actors spent 87% of this amount (EUR 9,196,536); all other parties and politicians combined spent 8% (EUR 837,311); all non-governmental media combined spent 2% (EUR 194,413); civil society organizations spent 1% (EUR 97,719); and 2% was distributed among all other uncategorized and non-political actors (EUR 259,990).

* While Meta provided weekly expenses down to the exact amount, Google calculated them in units of HUF 20,000 (approximately EUR 50).

Figure 1 Political advertising spending on Meta and Google platforms in Hungary between 29 December 2024 and 27 September 2025 (in euros)

Distribution of roles and spending among government-organized actors

Among pro-government actors, Fidesz and its politicians spent the most on Meta and Google platforms combined, accounting for 32% of total spending in Hungary (EUR 3,392,238). Government-organized proxy organizations followed with 29% of total spending (EUR 3,099,683), then government-organized media with 18% (EUR 1,885,990), and government institutions with 8% (EUR 818,625).

Figure 2 Political advertising spending on Meta and Google platforms in Hungary between 29 December 2024 and 27 September 2025 (in euros) 

Differences in spending on Meta and Google platforms

Of the total EUR 8,713,560 spent on Meta ads in Hungary, 36% was spent by Fidesz and its politicians (EUR 3,155,212); 27% by government-organized proxy organizations (EUR 2,315,991); 19% by government-organized media (EUR 1,630,400); and 5% by government institutions (EUR 458,933). All other parties and their politicians spent a total of EUR 715,260; all non-governmental media spent EUR 162,516; civil society organizations spent EUR 97,514; and all other uncategorized, non-political actors spent EUR 177,734.

Figure 3 Political advertising spending on Meta platforms in Hungary between 29 December 2024 and 27 September 2025 (in euros)

On Google platforms, Hungarian advertisers spent a total of EUR 1,872,410. Government-organized proxy organizations were the largest advertisers, accounting for 42% of total spending (EUR 783,692), primarily through video campaigns, including smear videos, that were outsourced to them. Government institutions were the second-largest advertisers, accounting for 19% of total spending (EUR 359,692), followed by government-organized media, which accounted for 14% of total spending (EUR 255,590). Fidesz and its politicians were last in the pro-government ranking with a 13% share (EUR 237,026). All other parties and their politicians accounted for 7% of total spending (EUR 122,051), while non-governmental media spent EUR 31,897 and other unclassified, nonpolitical actors spent EUR 82,256.

Figure 4 Political advertising spending on Google platforms in Hungary between 29 December 2024 and 27 September 2025 (in euros)

Outstanding advertising spending, even by EU standards.

Spending on political advertising in Hungary is also outstanding compared to other EU countries. In terms of advertisements run on Meta platforms, Hungary ranks fourth among the 27 EU member states, behind Germany, Italy, and Sweden.

Figure 5 Political advertising spending on Meta platforms in the 27 EU member states between 29 December 2024 and 27 September 2025 (in euros)

In terms of population, Hungary ranks second only behind Denmark.

Figure 6 Political advertising spending on Meta platforms in the 27 EU member states, proportional to population between 29 December 2024 and 27 September 2025 (in euros, per 100,000 inhabitants)