Labor maintains lead on ad spend

04/05/2022 - 12:00

Bookmark

Save articles for future reference.

The Forrest family's philanthropic outfit upped its Facebook and Instagram advertising spend in WA last week as the major parties increasingly lean on memes to make their case on social media.

Labor maintains lead on ad spend
Jay Weatherill leads Minderoo Foundation's Thrive By Five initiative. Photo: David Henry

The Forrest family's philanthropic outfit upped its Facebook and Instagram advertising spend in WA last week as the major parties increasingly lean on memes to make their case on social media.

Disclosures from Meta’s ad library show political advertising across the social media giant’s platforms topped about $245,000 in WA last week, up from approximately $200,000 spent in the week prior.

Labor again proved to be the biggest spender, with $30,000 spent by the party’s national branch and about $23,000 spent through its ‘Stand Up For WA’ page.

That page is currently running an array of adverts skewering Prime Minister Scott Morrison as well as one advertisement criticising the federal Liberal Party’s decision to preference Clive Palmer’s United Australia Party ahead of Labor in Victoria, Queensland and New South Wales.

‘Stand Up For WA’ was created in August last year and has spent more than $90,000 on political advertising since then.

WA Labor separately spent about $9,000 on political adverts last week that ran on its self-titled page, mostly promoting Premier Mark McGowan’s appearance at the opposition’s campaign launch on Sunday.

Spending by the Liberal Party was comparatively miniscule, with the federal and state branches of the party chipping in more than $10,000.

Almost all of their adverts focus on negatively portraying Anthony Albanese’s economic credentials, including one spot that spoofs Netflix’s ‘Money Heist’ series as ‘Tax Heist’ with Mr Albanese and senior opposition spokespeople's faces superimposed on characters.

The party’s state branch appears to have tweaked its messaging in WA with one spot negatively linking Kevin Rudd, who attempted to introduce an emissions trading scheme while in office, to Mr Albanese.

Looking at the data seat-by-seat, Liberal challengers in Pearce and Swan narrowly outspent their Labor opponents, while Indigenous Affairs Minister Ken Wyatt, who holds the seat of Hasluck, outspent Tania Lawrence in his race to retain Hasluck by about $500.

In the race for Cowan, Anne Aly spent about $3,000 on political ads, outstripping the outlay of her main challenger, former Stirling MP Vince Connelly, by about $800.

Celia Hammond meanwhile fell behind independent challenger Kate Chaney, spending about $2,000 in comparison to Ms Chaney’s outlay of $3,500.

A notable addition to WA’s top social media spenders this week is Minderoo Foundation’s Thrive By Five initiative, which ranks as the state’s ninth biggest ad buyer last week.

Thrive By Five, led by Nicola Forrest and former South Australia premier Jay Weatherill, has campaigned aggressively for a significant expansion in childcare services in Australia, spending about $1.06 million on political ads since August 2020.

Its latest spots emphasise research that women with children on average earn less than men with children, and the page currently runs an endorsement from Australian Council of Trade Unions president Michele O'Neil.

The page spent about $30,000 on political ads last week.

STANDING BY BUSINESS. TRUSTED BY BUSINESS.

Subscription Options