The electoral campaign is increasingly played out on social networks. And there, so far, the one who leads is Pedro Sánchez, who is behind in the polls for the general elections on November 29. However, the trend of recent days shows a rapid growth of the PP candidate, Alberto Núñez Feijóo, who is starting to close the gap with Sánchez and Santiago Abascal.
The former president of Galicia reaches 80.8 points in the Poder Digital ranking, after recording an increase of 10.8 points compared to the previous measurement. However, the ranking published on October 13 places Sánchez as the candidate with the greatest capacity for digital influence among the three main leaders analyzed, with 93.2 points. Abascal occupies second place with 85.9. The graph reflects that Sánchez and Abascal have stabilized their scores in the most recent segment, while the president of the PP continues to rise.
Feijóo focuses his messages on housing, political change, and regeneration
The analysis of Feijóo's publications during the 14 days examined shows a profile focused on general politics and party activity. Housing occupies a prominent place, with proposals aimed at young people, tenants, vulnerable individuals, and homeowners, in addition to tax measures and guarantees.
The popular leader has also placed Ceuta among the issues of his discourse, with messages about sovereignty and territorial integrity. To these issues, he adds the request for new elections (before the advance), criticisms of the government's management, and references to institutional regeneration and corruption.
According to the thematic classification of Poder Digital, 40% of his content is linked to verifiable facts, such as proposals or concrete measures, while 60% corresponds to opinions, critical assessments, and political positions. Most of the publications focus on general politics, which represents 34%, and party activity, with 24%.
Sánchez maintains leadership with messages about government management
The digital profile of Pedro Sánchez relies more on the communication of the Executive's actions. During the analyzed period, his publications have addressed housing measures, initiatives to protect households against rising energy prices and employment data, in addition to references to scientific research and equality policies.
The study attributes 35% of its content to government action and another 30% to general policy. Party activity represents 20%, while institutional communication accounts for 10%. Regarding the relationship between information and opinion, the analysis estimates that around 60% of the publications refer to facts, measures, or data, compared to 40% of positions and evaluations.
Its communication pattern combines institutional announcements and explanations of public measures with criticisms of the positions of the PP and Vox. Poder Digital describes a frequent and regular activity, although with little direct interaction with users: unidirectional publications, mentions, and references to other political actors and institutions predominate.
Abascal maintains second place with an opposition speech
Santiago Abascal is at 85.9 points and retains the second position, ahead of Feijóo in the ranking of October 13. The reading of his publications shows a strategy focused on general policy and party activity, without content identified as parliamentary interventions or legislative initiatives during the 14 days examined.
Immigration, border security, and the situation in Ceuta occupy a prominent place in his messages, along with criticisms of the Government regarding housing and references to pensions. The analysis notes that 52% of his content corresponds to general policy and 31% to party activity.
In this case, the study estimates that approximately 80% of the publications contain opinions or political positions, compared to 20% of facts and references. His activity is frequent, with daily publications and a concentration around October 12. The content combines his own speeches and videos with the dissemination of messages from his party and international allies.
What the digital power of candidates measures
Poder Digital is a tool developed by the Vinces team and published in Demócrata that analyzes the activity of political representatives on social networks. Its indicator, expressed on a scale of 0 to 100, is calculated through three variables —Regularity, Interactions, and Originality (RIO)— and seeks to measure the ability of each profile to connect with citizens and participate in public conversation.
The ranking compares thousands of public profiles and allows observing the evolution of the candidates, although it does not directly measure voting intention nor does it allow anticipating the electoral outcome.