How Much Money Political Forces Have Spent on Advertising on Meta: Hetq

Analysis of data shows that numerous political forces invested significant resources in spreading content on Facebook and Instagram in 2026. Hetq presents the findings of this analysis.

The highest amount spent on advertising was by businessman Samvel Karapetian's "Strong Armenia" party. In the first three months of this year, this nascent political force spent $95.6 thousand on 121 ads on Facebook and Instagram. Until February 12, when the "Strong Armenia" party was officially presented, the ads were paid for under the name of the "Our Way" movement, afterwards under "Strong Armenia." In addition to the party's page, ads were also published through Samvel Karapetian's personal page, costing over $10 thousand for six ads. Three ads were published through the youth organization of "Strong Armenia," amounting to $5,348. Thus, the total cost for the 130 ads distributed through Karapetian and his party's pages amounted to approximately $111.3 thousand.

The second highest spender was the "Country of Living" party, which allocated $11.6 thousand in the first quarter of 2026. Since the beginning of the year, 189 ads have been distributed through the party's page, with an additional 413 through the pages of co-founders Mesrop Arakelyan (for 220 ads costing $4,199) and Mane Tandilyan (for 193 ads costing $3,934).

Next in the list is the "Wings of Unity" initiative led by former Human Rights Defender Arman Tatoyan. In the last 90 days, this political force has spent over $10 thousand on 47 advertising posts on its official page.

In the first three months of 2026, the "Hayakve" civil union published the highest number of ads on its page, totaling 587, which cost $4,280.

Recently, second President of Armenia Robert Kocharyan has also placed ads on Facebook and Instagram. His personal pages featured 20 advertising posts, costing $3,646. The ruling "Civil Contract" party published 25 ads, spending $2,527. In addition to the official party page, the ruling force also paid $400 for two ads placed on the page of the party’s youth organization. Moreover, ads have also been published on the page of the civic.am media outlet (C News), funded by the party, for which $1,266 was spent on nine ads. Notably, in recent months, the media outlet has promoted publications targeting the opposition (particularly Samvel Karapetian and his supporters)," wrote Hetq.

For more details, refer to the original source.