The Thin Ideology of Populist Advertising on Facebook during the 2019 EU Elections

Social media has been an important tool in the expansion of the populist message, and it is thought to have contributed to the electoral success of populist parties in the past decade. This study compares how populist parties advertised on Facebook during the 2019 European Parliamentary election. In particular, we examine commonalities and differences in which audiences they reach and on which issues they focus. By using data from Meta (previously Facebook) Ad Library, we analyze 45k ad campaigns by 39 parties, both populist and mainstream, in Germany, United Kingdom, Italy, Spain, and Poland. While populist parties represent just over 20% of the total expenditure on political ads, they account for 40% of the total impressions$\unicode{x2013}$most of which from Eurosceptic and far-right parties$\unicode{x2013}$thus hinting at a competitive advantage for populist parties on Facebook. We further find that ads posted by populist parties are more likely to reach male audiences, and sometimes much older ones. In terms of issues, populist politicians focus on monetary policy, state bureaucracy and reforms, and security, while the focus on EU and Brexit is on par with non-populist, mainstream parties. However, issue preferences are largely country-specific, thus supporting the view in political science that populism is a "thin ideology", that does not have a universal, coherent policy agenda. This study illustrates the usefulness of publicly available advertising data for monitoring the populist outreach to, and engagement with, millions of potential voters, while outlining the limitations of currently available data.