The couple spent an average of 111 thousand pesos a day on this advertising on the Meta networks. There was a payment of 600 thousand pesos to promote a single post on Instagram, about his family life. Others highlight the actions of Samuel García’s administration upon reaching his Fourth Government Report.
Mexico City, October 19 (However).- The Governor Samuel García and his wife Mariana Rodríguez Cantú they wasted million pesos in the last three months on social networks to publicize the Fourth Government Report of the emecista; that Nuevo Leon It will host the Soccer World Cup and family photos, in the style of an electoral campaign.
In their personal Facebook and Instagram accounts, payment of guidelines for 10 million pesosaccording to the Meta Ad Library.
According to Julieta López, spokesperson for the Government of Nuevo León, this advertising on Meta networks was paid for by the Governor himself and his wife, but there is data that casts doubt on that statement. Several of the ads on Samuel García’s account include videos and posters from the state government campaign.
In addition, the politician reported having an average annual income of 4.5 million since 2021, with a maximum of 7 million in 2024, and advertisements for 6.1 million pesos appear in his name in just three months.
“They cannot and should not be paid with public resources because it is illegal. We have never done it. They are covered with their own resources. Meta specifies it clearly because it makes the expense transparent. On their personal pages, what is stated, they pay for it. With their personal resources,” he told However the official of the Government of Nuevo León.
“The expense draws a lot of attention, but it comes from his private company, which he already had and has long before becoming Governor,” he added.
Added to the above is advertising on YouTube. In the Google Transparency System, 100 ads appear to increase the visibility of at least 13 spots from García’s Fourth Report, with the motto “in a timely manner” and one where his wife’s work with the Capullos project is highlighted.
The hiring of advertising on YouTube was in charge of the company Nauka Comunicación Estratégica, which in 2024 and in 2025 signed contracts with the government of Nuevo León for 69 million pesos, just for promotion on social networks.
Among the 100 advertisements for the Fourth Report, the majority include the information that the advertisements were paid for by the Government of Nuevo León, except for a spot called “Don Emilio and Doña Delfina”, where Samuel García signs as “sponsor” and in which the Governor is shown delivering a wheelchair and other supports to an elderly couple.
In Google’s Budget Transparency system, the information on how much was paid for each of the 100 ads does not appear, since until now they are not registered in the “political ads” category.
However He asked the Government of Nuevo León how much had been allocated to the promotion of García’s Fourth Report on YouTube, but until press time there was no response.
Other Citizen Movement advertisements have registered a guideline payment of between 5 thousand and up to 200 thousand pesos. If at least 20 thousand pesos were invested in each of the 100 advertisements for Samuel García’s Fourth Report, the cost would have been 2 million.
Questions about advertising for your personal accounts
According to the head of Communication of the Government of Nuevo León, Samuel and Mariana paid out of their own pockets for the 724 advertisements on their personal Facebook and Instagram accounts. What would be another luxury for the couple who lives in one of the richest municipalities in the country and who has nine companies in their name.
However, as we already mentioned, in several cases the advertisements made in the name of Samuel García on Facebook and Instagram They are spots from the Government of Nuevo Leónwith their logos and typography. The same thing that appears on YouTube, in that case indicating that the advertising payment was made by the Government of Nuevo León.
García signed in his name an expense of 6 million 110 thousand pesos in advertisements in just three months, while in his most recent asset declaration he declared having an income of 7 million pesos in all of 2024, both from his salary as Governor and from his business activity. If you had a similar income this year, then you would have allocated 87 percent of your earnings solely to paying for social media advertising.
Between 2022 and 2024, the average income declared by García was 4.5 million pesos per year, with 2024 being his most abundant year, after earning 2.8 million in 2021; 4.2 million in 2022 and 3.8 million in 2023. The figures show a growing trend in their wealth.
Mariana Rodríguez’s expenses
The Meta Ad Library shows that the former candidate for mayor of Monterrey, Mariana Rodríguez, allocated exactly 3 million 900 thousand pesos in advertising, from July 15 to October 12. And 1 million 640 thousand pesos were added to the orange promotion, which was recorded in the account of the Government of Nuevo León.
The total figure implies that Samuel and Mariana spent an average of 111 thousand pesos per day on this type of advertising in the period reviewed.
In his sponsored posts, the Governor highlights security and economic actions that he attributes to his administration, in addition to mentioning that the entity will host the Soccer World Cup.
“Ready for the 2026 FIFA World Cup? We are preparing in TIME and FORM by renovating our airport, putting the Fundidora Park on the market, which will be the best Fan Fest in Mexico,” says García in posts for which the payment to increase the scope of the video It was 14 thousand pesos.
In other publications Samuel García shows off his family: “I am Samuel García, husband of Mariana and father of Mariel and Isabel, and I want Nuevo León and Mexico to be a better place for all girls and boys. Follow me and see how we are doing it,” reads a post for which the promotion payment reached up to 600 thousand pesos, and which was not only directed to users in Nuevo León, but mainly reached people in Mexico City and Jalisco.
“I am Samuel García and together with Mariana Rodriguez we work so that Nuevo León and Mexico always do better. Follow me,” reads another post with an advertising payment of 60 thousand pesos, seen mainly by users in the State of Mexico, CDMX, Veracruz and Nuevo León.
In the case of Rodríguez Cantú, the advertisements were also registered in his name and the promotion focused on the Capullos child care program that he leads in the entity, where he holds an honorary position as head of the organization Amar a Nuevo León.
In other sponsored posts he highlighted more actions implemented by the Government of Samuel García. “The New Civil Force is the best police in Mexico,” reads a publication where Rodríguez is seen at an event of that police corporation, for which the payment in the week of September 20 to 29 was 85 thousand pesos in order to increase its reach on Instagram.
In the last 90 days, until October 15, the Badabun site account appeared in first place in spending in the Meta Library, with an amount of 10 million pesos. Then Samuel García, with 6 million 110 thousand, and in third place the Business Coordinating Council, with 6 million, and in fourth place Mariana Rodríguez, with 3 million 900 thousand pesos.
From 2020 to date, Samuel García’s account in Meta accumulated an expense of 45 million 881 thousand pesos. Of that amount, 29 million were registered in his name; 9.7 million with the disclaimer in the name of the Government of Nuevo León, and 6.5 million in advertisements contracted by Movimiento Ciudadano.
Mariana Rodríguez, meanwhile, from 2020 to date records a total expense of 4 million 310 thousand pesos in her Meta account. Of that figure, 3 million 917 thousand appear with his name in the position of responsibility and 392 thousand 928 pesos in the name of the Citizen Movement.
Legislators and opposition parties in Nuevo León demanded that Samuel García explain the use of public resources for its promotion on social and billboard networks. “Governing is not political marketing. It is responding to the people with facts, transparency and real results,” Morena published state.
“They have to clarify the origin of all this resource and, above all, verify the legal origin,” he told the newspaper. The North the local PRI representative Lorena de la Garza.
In his most recent asset declaration, Samuel García said that in 2024 he obtained 1 million 311 thousand 610 net pesos for his position as Governor, that is 109 thousand 300 pesos per month. However, their main income was from professional services, consultancies and “others”, for an annual total of 5 million 760 thousand, that is, 480 thousand pesos per month. In total for the year it had a net income of 7 million pesos.
Furthermore, García reported owning three houses, with a value of 37 million pesos, and in the Public Registry of Commerce it is observed that he has five companies, two of them where he has his wife as a partner. One has just her name, Mariana Rodríguez Cantú, SA de CV, dedicated to the trade of beauty products, but also to the “provision of all kinds of comprehensive marketing and advertising services, including telemarketing.”
Mariana Rodríguez holds an honorary position with Amar a Nuevo León and therefore does not have a public asset declaration as an official. In the Public Registry of Commerce it can be seen that he has five companies, and in the Compranet system he registered brands such as “Bacano”, “Mar Cosmetics” and “Fosfo fosfo”, a phrase that went viral on networks in his role as an influencer.
