Jorge Romero Herrera spent more than 4 million promoting himself on social networks in his first year as leader of the PAN, more than what the party allocated for advertisements on its official profiles.
Mexico City, December 1 (However).– Jorge Romero Herrera paid more than 4 million pesos in ads to advertise on his personal profiles Facebook e Instagram During his first year as leader of the National Action Party (PAN). The figure represents more than double what the PAN spent on ads on the same social networks and during the same period.
The million-dollar investment Romero Herrera on social networks, who receives from PAN A net salary of 187,500 pesos per month is recorded alongside the strategy he undertook to “relaunch” the party, which includes changing the logo, adding more members and announcing that it would open its doors to citizen candidacies.
In the midst of an institutional image change, Jorge Romero He paid an estimated 4 million 243 thousand pesos on his Facebook and Instagram account to promote his, this according to the information available in the Meta Ad Library on November 10, 2024, when he was elected leader in a vote that only attracted 45 percent of militants, as of November 27, 2025.
The data that Meta makes transparent show that Romero bought 149 ads, compared to the 86 that the PAN spread on its social networks, and for which he paid an estimated one million 849 thousand 214 pesos.
Most of Jorge Romero’s ads cost between 10,000 and 14,999 pesos, the 20 publications in that price range totaled an estimated 249,990 pesos. Instead, the PAN paid for 12 ads in the same range that cost approximately 149,994 pesos in total.
The most expensive ads on Jorge Romero’s networks were five with a cost between 100 thousand and 124 thousand 999 pesos, so he paid at least 562 thousand pesos for them.
In contrast, the highest price category paid by PAN to promote itself on its Facebook and Instagram account was 300 thousand to 349 thousand 999 pesos, and hired only one advertisement with that cost.
In just one year at the head of the PAN, Jorge Romero is one million pesos away from reaching the estimated expenditure that both the party and former leader Marko Cortés made for advertisements on Meta’s social networks between 2020 and 2024, a period in which both allocated an estimated 5 million 531 thousand 857 pesos to broadcast 886 advertisements.
The PAN contracts to change its image
Jorge Romero’s millionaire investment in networks is recorded at the same time that he promotes a change of image for the party that has included, among other things, a change of logo and the announcement of opening to citizen candidacies.
In this context, the contracts that the PAN makes transparent so far in 2025 through the National Transparency Platform show that it has allocated at least 32.8 million pesos for its digital strategy and advertising.
The most expensive contract that the party has reported for this area is for 10.9 million pesos with the Cinestation agency, and was described as “quantitative and qualitative digital listening studies, based on big data in social networks regarding the positioning of national action.”
It was followed by one more with the company Alquisol, subscribed from June to December for a digital study of narrative “and citizens’ feelings on social networks”, for which 6 million 264 thousand pesos were allocated, according to the information published by Acción Nacional.
Another less expensive study to “analyze citizen behavior on social networks” was paid to the consulting firm Diligent Business for 870 thousand pesos.
The party also reported the signing of an agreement for another “digital listening study” from June to the end of December, which will cost 4 million 686 thousand pesos, just a little more than the 4 million 640 thousand to create the application with which the PAN began the process to affiliate more people with the company Comuna18.
Added to this is the 1,713,749 pesos that the party invested for the “re-branding and repositioning of the PAN brand” with the PAT Art and Tourism Promoter company; as well as the 10 thousand pesos for WIWI Música, in charge of the production of a jingle or song for the party that is now promoted with the phrase: “Let’s defend Mexico. Homeland, family and freedom.”
Since October, when they announced the relaunch of the party, the PAN has spread that phrase and the call to join on billboards, billboards and digital media, only for the diffusion in the latter the party recognizes an expense of 3 million 480 thousand pesos allocated to the company Informula, related to Radio Formula.
💙 Today I had the privilege of addressing each and every PAN member of Mexico.
I spoke to them from the heart: about the importance of staying united, faithful to our principles and committed to Mexican families.This relaunch is not only a new beginning for… pic.twitter.com/49CPeoD3O2
— Jorge Romero Herrera (@JorgeRoHe) October 18, 2025
On November 29, when celebrating his National Assembly, Jorge Romero announced that he will promote the addition of 150,000 people to the party in charge of constantly contacting people in their homes, not only in periods close to elections, a strategy similar to that of the Morena opposition party.
In addition to this strategy, Jorge Romero has defended that the affiliation process will be digital through cell phones to open more possibilities to citizen profiles for future candidacies. But the issue of affiliations haunts the PAN member, close to former leader Marko Cortés. Even former President Felipe Calderón described his corrupt practices.
“A friend of his and my nephew told me that he stopped working with him when Romero himself confessed to him that associations of street vendors and others represented profits of 7 million pesos a month for his group. With them, in addition, they had leaked the PAN register throughout the city,” the former president narrated in his book. Difficult decisionspublished in 2020, where it also relates the former delegate in Benito Juárez to cases of corruption with companies in the construction sector.
Now, with the push for a digital strategy, Jorge Romero says that the PAN’s main goal will be to win elections, since they currently only govern in Chihuahua, Guanajuato, Aguascalientes and Querétaro. “This leadership comes to win elections, because we are a political party,” he said a year ago upon assuming office.