Labor edges out Libs on Meta ad spend

27/04/2022 - 10:00

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Labor dominated Facebook and Instagram feeds across WA last week, trumping the Liberal Party's social media advertising outlay in the state by a nearly two-to-one margin.

Labor edges out Libs on Meta ad spend
Anthony Albanese has been sidelined from campaigning as he recovers from COVID-19. Photo: Gabriel Oliveira

Labor dominated Facebook and Instagram feeds across Western Australia last week, trumping the Liberal Party's social media advertising outlay in the state by a nearly two-to-one margin.

Disclosures through Meta’s ad library report show close to $200,000 was spent on social issues, elections or politics adverts displayed on the social network's platforms between April 18 and April 24, with the state and federal branches of the Australian Labor Party the two biggest spenders in that time.

Most of that spending came through ‘Stand Up For WA’, which ran about $15,000 of online ads mostly paid for by WA Labor.

In comparison, the state and federal branches of the Liberal Party spent about $13,000 between them, less than half the week’s advertising outlay by the ALP’s branches of nearly $30,000.

While the headline figures appear to favour the federal opposition, Liberal candidates in the seats of Swan and Hasluck massively outspent their Labor opponents, with Tracey Roberts, Labor’s star recruit in Pearce, spending slightly more on ads than her opponent, Linda Aitken.

Anne Aly ran slightly behind her Liberal opponent, Vince Connelly, in Cowan, however, ‘Stand Up For WA’ did run ads last week attacking Mr Connelly for having run for Liberal preselection in Moore late last year.

Meanwhile, Celia Hammond upped her spending in Curtin, dropping more than $4,000 on ads as she faces a stiff challenge from independent candidate Kate Chaney.

Ms Chaney spent about $1,500 on ads, while Climate 200, a climate action group that has provided financial support to her campaign, spent about $1,300 in WA last week, including spots that endorsed Ms Chaney’s candidacy.

Labor holds lead despite Albanese gaffe, sickness

Last week marked the second week of a six-week campaign, with opposition leader Anthony Albanese forced into isolation after contracting COVID-19 on Thursday.

Mr Albanese is understood to be recovering well in time for Labor’s campaign launch in WA this Sunday alongside Premier Mark McGowan, who is also recovering from the virus.

His standing had weakened somewhat after failing to name the unemployment and cash rate earlier in the campaign, however, his performance at a News Corporation-hosted debate last week, in which he was deemed the winner by the live audience, appears to have staunched a loss of support.

Polling conducted by Ipsos for Nine Entertainment showed Labor maintaining a slight edge on the primary and two-party preferred vote, while Newspoll continues to show the opposition with a six-point edge over the coalition government.

Prime Minister Scott Morrison, who has made a number of campaign appearances in WA this month, weathered a similarly difficult week, facing criticisms over the federal government’s dealings with the Solomon Islands and Katherine Deves's controversial candidacy in the NSW seat of Warringah.

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