The Social Democrats performed below expectations in the October 20 municipal elections in part because they spent less than the other three major parties on TV commercials, said a TNS Emor expert following a release of new research data.
Among other findings, the expert, Aivar Voog, told uudised.err.ee that lower spending on TV commercials might have been one reason the party didn't live up to its 13-14 percent pre-election poll figures in the capital. It ended up getting only 9.9 percent of the Tallinn vote.
The Emor study showed the Center Party targeting its commercials equally at Estonian and Russophone channels. Center Party ad spots on Russian-language TV channels made up 46 percent of the total airtime for the party, while the Reform Party invested much more effort than other parties on Estonian-language TV commercials.
In other findings, the survey showed how preference was related to past voting habits. Social Democrats had especially low support among people who had made up their minds in the final week before the elections, said Voog.
The Center Party was easily the leader among voters with a long-established preference, with 41 percent of the vote, followed by Reform, the Social Dems and IRL.
With its strong campaigns, IRL managed to get 20 percent of the vote among people who were trying to choose between several candidates, but IRL was not a particularly strong performer among people who made up their mind on the day of the election, according to Emor.