Liberal Party has suddenly cut digital election ad spend

The Liberal Party has suddenly reduced election spend on digital advertising, according to analysis from marketing intelligence platform Pathmatics.

Between May 9 and 14, the Liberal Party's digital ad spend slowed to $156,000 from $602,000 the week before. 

Labor’s spend was fairly consistent at $695,000, up from $620,000 the week before. 

Liberal's ads continued to attack Labor’s management and leadership, while Labor focused on promoting its healthcare plan. 

United Australia Party (UAP) once again outspent everyone, putting more than $1 million into digital ads last week, a 238% increase from the week prior. Its ads focused on promoting its own policies as well as criticising the Government's handling of COVID-19 with lockdowns and vaccine mandates. 

Eugene Du Plessis, Pathmatics ANZ regional director, says: “With only a few days left until Election Day, the race for votes is well and truly on.

"In the last week, Labor has gone hard on its promises to combat the cost of healthcare, as well as focusing on the rise in the cost of living while the Liberal party has focused its efforts on questioning Albanese’s ability to uphold a strong economy. 

“If we look at where these ads are appearing, Labor is continuing to use social media as its main digital media channel whereas the Liberal party appears to be taking a leaf out of the United Australia Party’s book with video ads, upping its YouTube ad spend dramatically.  

“The United Australia Party slowed down spend at the beginning of the month, although, has come back strong in the last few days, spending over $1M on digital ads last week. The Labor and Liberal Parties appear to be taking a different approach, with Labor’s spending only slightly increasing since last week and the Liberal party dramatically decreasing its spend.  

"Could they be gearing up for a big final week instead now the Liberal Party has officially launched their campaign over the weekend?   

“We’ll be keeping a watchful eye on elections ad activity over the coming days as our nation’s political parties make the final sprint.”