Eurovision Voting

Power Blocs, Politics and Public Perception

If Eurovision is Europe’s biggest party, then the voting round is the awkward family dinner where everyone pretends to play fair while quietly passing votes to their favourite cousin.

We all joke about it — “Oh, Greece gave twelve points to Cyprus again, shocker.” But under the camp and confetti lies a fascinating web of soft power, geopolitics, alliances and brand loyalty.

And it’s all happening in plain sight.

Let’s pull back the glittery curtain and explore the politics of Eurovision voting, and what it teaches us as marketers about loyalty, perception, and public sentiment.

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The Eurovision Voting System: A Quick Primer

Since 2016, the results are based on a split vote:

  • 50% from national juries (composed of music professionals)

  • 50% from public televoting

Each country awards two sets of 1–8, 10 and 12 points. One from the jury. One from the public.

Sounds democratic, right? But here’s where it gets spicy…

Bloc Voting and Neighbourly Love

If you’ve ever watched Eurovision, you’ll notice patterns:

  • The Nordics tend to support each other.

  • The Balkans? Very cosy.

  • And former Soviet states? Practically passing secret notes under the desk.

This phenomenon, lovingly (and cynically) dubbed “bloc voting,” means regional or cultural neighbours often exchange high points. Sometimes it’s due to shared musical tastes or diaspora populations – but often, let’s be honest, it feels more like “you scratch my back, I’ll give you douze points.”

Marketing parallel: Consumer loyalty is rarely about just product quality. It’s often about identity, familiarity, and emotional bonds. Just like a Lithuanian viewer might root for Latvia out of shared heritage, a customer might choose a brand that feels like “one of us.”

Political Tensions on Stage

Over the years, Eurovision has been a subtle battleground for political messaging, despite a strict “no politics” rule:

  • Russia vs Ukraine: Songs, symbolism, and voting snubs galore (although Russia have been recently banned).

  • Armenia and Azerbaijan: Accusations of censorship and vote manipulation.

  • Belarus’ disqualification (2021): For submitting songs with overtly political lyrics.

Even the UK’s post-Brexit decline in points wasn’t just about dodgy ballads – it reflected shifting sentiment across Europe.

Marketing takeaway: Public perception is reality. If audiences or customers don’t like how a brand behaves politically or socially, it shows. Just like Eurovision voters, they’ll vote with their wallets — or give you “nul points.”

Jury vs Public: A Clash of Worlds

The split vote often reveals stark differences between industry professionals and the general public.

A jury might award top marks to a technically brilliant ballad, while the public gives it to a bare-chested man playing a flaming piano on a trampoline.

Cultural insight: This dual system mirrors marketing in many ways:

  • Marketers (like juries) may fall in love with a campaign’s technical brilliance.

  • But the public? They respond to emotion, entertainment, and resonance.

Just because something is strategically perfect doesn’t mean it will land with the crowd. Or in Eurovision’s case, get any votes at all.

Diaspora Voting and National Identity

Large diaspora communities across Europe often play a role in televoting. For example, Romanians living in Spain might vote for Romania, regardless of the act.

That’s not cheating – that’s identity-driven loyalty.

Lesson for brands: Want more loyalty? Connect to identity. Think how brands like Guinness have become symbols of Irishness abroad, or how TATA Motors markets differently in India vs Europe. People don’t just buy what you sell — they buy what it says about them.

Is Eurovision Rigged?

It’s not “rigged” in the sinister sense. But Eurovision voting is rarely just about the song. It’s about:

  • Culture

  • Context

  • Community

  • And yes, quiet politics

For all its sparkle, Eurovision offers a mirror to how people align with each other — emotionally, geographically, and ideologically.

What Can Marketers Learn?

Here’s your post-vote roundup:

  • Loyalty is rarely logical – it’s driven by emotion and familiarity.

  • Public opinion matters more than internal metrics – if people don’t feel it, you’ve lost.

  • Reputation has reach – past behaviour shapes current perception (ask the UK).

  • Tribes vote for their own – build a brand people can rally around, not just buy from.

Final Thoughts: Vote Strategically, Brand Authentically

Eurovision may be a song contest, but it’s also an annual focus group of Europe’s cultural mood. It’s playful, yes — but also a political litmus test, a brand popularity contest, and a loyalty matrix, all wrapped in sequins.

So next time your brand is pitching to an international audience or launching a campaign across borders, ask yourself:

Would this get 12 points from both the jury and the public?

If not, it’s time to rethink your performance.