Who has spent the most on Arizona Snapchat political ads?




    Photo by Perzonseo Webbyra | Flickr/CC BY 2.0

    Special-interest groups have spent more than $67,000 since 2018 to reach some 25 million Arizonans on the social media app Snapchat, according to new data released by the company. 

    The company’s new political ad archive shows the ads, who is paying for them, how many people have been reached and the target demographics for the ads, if they included that information. 

    In Arizona in 2018, it appears that 18- to 35-year-olds were the main target of political advertisements on the platform. 

    The biggest spender of money in Arizona in 2018 was Acronym, a 501(c)(4) dark money nonprofit that is “committed to building power and digital infrastructure for the progressive movement.”

    The group spent $16,617 on ads that mainly focused on registering 18 to 28 year olds to vote in Arizona. Its ads got over 4 million impressions, according to Snapchat’s data. 

    The ads were part of the groups “Knock the Vote” initiative, which included an ad that garnered headlines for having elderly actors telling young people not to vote

    The group has not spent any money so far in 2019. 

    Centro LLC, based out of Chicago spent the second most in 2018, $4,372, garnering roughly 1.2 million views. 

    The group’s ads focused on protecting endangered species and redirected those who clicked on it to a now defunct website urging Arizona residents to tell congress to protect the Endangered Species Act. 

    The next biggest spender was Blueprint Interactive, a media company who ran ads on behalf of Planned Parenthood that urged those who saw the ad to “#StopKavanaugh” and redirected those who clicked on it to a page that helped auto-generate a letter to their senator about the nomination of Brett Kavanaugh to the United States Supreme Supreme Court. 

    Blueprint Interactive spent $1,400 on the ads for 352,000 views. 

    Pollsters also used the social media app. 

    Online polling and data analytic company Civiqs spent a little more than $300 to reach more than 112,000 Arizonans for a poll asking residents who they voted for in the primary and who they voted for in the 2016 election. 

    Local political group Save Our Schools AZ even ran an ad on the platform, spending $897 to reach more than 252,000 Arizonans for an anti-Prop 305 ad

    Ad spending in 2019 is already surpassing 2018, though the majority of the ads are not as political as they were in 2018. 

    The majority of the ads are anti-vaping ads targeting users under 17 year old. 

    Marketing firm Riester has spent about $43,000 so far this year on ads that are part of the Arizona Department of Health Services’ “Facts Over Flavor” ad campaign that aims to warn youth of the dangers of vaping. 

    The anti-vape ads have reached more than 19 million youth, according to the Snapchat data. 

    Only $151 has been spent on purely political advertising this year by Blueprint Interactive, which has been publishing ads on behalf of United We Dream Action

    United We Dream Action is an immigrant led group that advocates for LGBTQ immigrant rights, DACA and other immigration based issues. 

    The ads declare that the group is fighting against the policies of President Donald Trump and redirect those who click on the ad to a volunteer sign-up page.

    Jerod MacDonald-Evoy
    Reporter Jerod MacDonald-Evoy joins the Arizona Mirror from the Arizona Republic, where he spent 4 years covering everything from dark money in politics to Catholic priest sexual abuse scandals. Jerod has also won awards for his documentary films which have covered issues such as religious tolerance and surveillance technology used by police. He brings strong watchdog sensibilities and creative storytelling skills to the Arizona Mirror.

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