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espanolComo en Chile hay informacion del tipo de gasto en que incurren los candidatos en campana, pasamos de estudiar quien gasta mas a analizar en que gastan mas los candidatos y que determina sus tipos de gasto. Explicamos por que los candidatos gastan de distinta forma sus fondos de campana. Usamos informacion de los 54.276 items de gasto electoral reportados ante el Servicio Electoral por 2.390 candidatos a alcalde en las 345 comunas en 2008 y 2012. Con caracteristicas sociodemograficas de las comunas, militancia, condicion de incumbencia y genero de los candidatos, evaluamos y explicamos las diferencias en los tipos de gasto. Contrario a lo que sugiere la literatura, los incumbentes chilenos gastan mas en propaganda que los desafiantes. Aunque dedican mas dinero a propaganda que los de la Concertacion, los candidatos de derecha, en particular de la UDI, dedican un porcentaje menor de su gasto a propaganda. Las mujeres gastan mas que los hombres y destinan un porcentaje menor a propaganda. Los candidatos en comunas con mas ruralidad y mayor pobreza gastan menos en propaganda y mas en desplazamientos y servicios. En comunas con mas escolaridad, los candidatos gastan mas en servicios. EnglishAs there is information on the type of campaign spending in Chile, we can study not just who spends more but also what candidates spend on and what determines campaign expenditures. We explain what accounts for different types of spending. With information on 54,276 different campaign spending items reported by 2,390 mayoral candidates in 345 municipalities in 2008 and 2012 and using party membership, incumbency condition, gender of candidates and socio-demographic data at the municipal level, we differences on different types of expenditure. Contrary to what the literature suggests, incumbents spend more than challengers on advertising. Though they spend more on advertisement than Concertacion candidates, rightwing candidates—especially those from the UDI—commit a lower share of their spending to advertisement. On average, women spend less than men and also spend less on advertisement. Candidates in poorer and rural municipalities spend less in advertisement and more on transportation and services. In municipalities with higher education, candidates spend more on services.

Los determinantes de los componentes del gasto electoral en elecciones municipales en Chile, 2008-2012