Winning votes: the comparative importance of money and time on parliamentary candidates’ electoral performance in Estonia

ABSTRACT The literature on post-communist democracies has traditionally suggested that expensive media-based campaigns are key to electoral success. Using data from the 2011, 2015, and 2019 Estonian Candidate Study, this article provides an up-to-date evaluation of how important monetary and non-monetary campaign efforts are in shaping candidates' electoral performance in a post-communist democracy. It finds that, while campaign spending continues to influence candidates' electoral fortunes, candidates need to significantly outspend their rivals to enjoy a meaningful increase in their vote share. There is also emerging evidence that candidates are starting to electorally benefit from devoting more time to promoting their candidacy.