Visits
The PAN leader allocated more than 4 million pesos to promote himself on social networks during his first year at the head of the party, exceeding the institutional spending of the PAN by a wide margin.
Writing
Mexico City.- During his first year as President of the National Action Party (PAN), Jorge Romero Herrera It spent more than 4 million pesos to promote its image, a figure that far exceeds the spending that the party itself made on digital advertising in the same period.
Meta service records from November 10, 2024, the same date that Romero He was elected leader, with the participation of 45 percent of the militancy and until November 27, 2025, they show that the PAN leader paid approximately 4 million 243 thousand pesos for the broadcast of 149 advertisements, however the PAN broadcast 86 advertisements for an estimated 1 million 849 thousand 214 pesos.
Romero receives a monthly net salary of 187,500 pesos as a national leader, and his promotional investment coincides with his “relaunch” of the PANwhich includes changes in the institutional image, modification of the logo, promotion of the affiliation process and opening to citizen candidatures.
Most of Romero’s ads cost between 10,000 and 14,999 pesos, with an approximate total of 249,990 pesos for 20 publications. The leader also paid for five advertisements considered among the most expensive within his guidelines, each valued between 100,000 and 124,999 pesos, which adds up to more than half a million pesos.
On the part of the PANthe highest category of expenditure recorded was an advertisement with a cost between 300 thousand and 349 thousand 999 pesos.
In just one year, Romero is one million pesos away from equaling the total spending of both Acción Nacional and his predecessor. Marko Cortes they made for ads in Meta between 2020 and 2024, a period in which both paid around 5 million 531 thousand 857 pesos for 886 ads.
Personal spending on networks Jorge Romero occurs in parallel to the digital and institutional reconfiguration of the PAN, documents available in the National Transparency Platform reveal that, in 2025 alone, the party has contracted services for at least 32.8 million pesos in studies, advertising and image redesign.
The redesign of the PAN brand was contracted for 1 million 713 thousand 749 pesos with PAT Promotora de Arte y Turismo, in addition, 10 thousand pesos were paid to WIWI Música for a jingle that accompanies the new identity under the motto: “Let’s defend Mexico. Homeland, family and freedom.”
For the digital dissemination of this new campaign, the party reports spending 3 million 480 thousand pesos on services from the company Informula, linked to Radio Formula.
The most expensive contract corresponds to the Cinestation agency, with an amount of 10.9 million pesos for “quantitative and qualitative digital listening studies based on big data”, another relevant agreement, signed with the company Alquisol for a narrative analysis and “citizen feelings” in networks, amounts to 6 million 264 thousand pesos.
The consulting firm Diligent Business received 870 thousand pesos for an analysis of citizen behavior on digital platforms. In turn, another digital listening study scheduled from June to December will cost 4 million 686 thousand pesos.
During the National Assembly on November 29, Romero announced that the PAN will seek to add 150 thousand promoters who maintain permanent contact with citizens. The idea, he explained, is to replicate territorial presence strategies similar to those of Morena.
He has also defended the digitalization of the affiliation process to facilitate the entry of supporters and potential citizen candidates for public office. However, the issue of affiliations continues to be controversial around the leader, close to Marko Cortes.
In his book Difficult Decisions (2020), former President Felipe Calderón reported that Romero had boasted to a collaborator of million-dollar income from street vendors associations, in addition to pointing out alleged leaks from the PAN registry in Mexico City. He also linked him to alleged cases of corruption in public works during his tenure as delegate in Benito Juárez.
