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Australian Election 2025: Political Advertising Spend Heats Up
As the 2025 Australian federal election approaches, political parties are ramping up their advertising efforts across various platforms. This election cycle sees the Australian Labor Party leading in television ad spending, while Clive Palmer’s Trumpet of Patriots dominates YouTube, investing significantly in digital campaigning.
Television Advertising Expenditure
Labor has invested $5.8 million in free-to-air and subscription television advertising, surpassing the Coalition’s $4.2 million. However, the Trumpet of Patriots has also made a substantial investment in traditional television, spending $5.6 million.
YouTube: A Battleground for Political Ads
YouTube has become a key platform for political advertising. According to Adgile, a video ad measurement company, political advertising on YouTube is 40% higher compared to the previous federal election. Clive Palmer’s group is adopting a “blunt force” strategy, buying ads to reach broad audiences rather than targeting specific demographics or locations.
Targeted vs. Broad Reach Strategies
- Labor, the Liberals, and the Greens are focusing on targeted advertising strategies on YouTube, leveraging the platform’s ability to reach specific audiences based on demographics and location.
- Palmer’s Trumpet of Patriots is focusing on ads for a general audience.
Shaun Lohman, managing director of Adgile, noted, “This time round we are seeing a four-way battle between Labor, Liberals, Greens and Trumpet of Patriots for dominance on the platform.”
Digital Advertising on YouTube, Facebook, and Instagram
The relatively low cost of YouTube ads has allowed parties to diversify their messaging. Labor has created 266 different YouTube ads, while the Liberals have produced 251.
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Spending Trends Across Platforms
- Labor is currently outspending the Coalition overall, but the Coalition is investing more in YouTube ads. They may be reserving funds for the final week of the campaign, according to Lohman.
- Labor is also ahead on Facebook and Instagram, having spent nearly $700,000 since the election was announced.
- The Liberal Party has spent $385,266 on Facebook and Instagram, with an additional $127,085 allocated to its Teals Revealed campaign.
- Climate 200, supporting Teal candidates, has spent $430,869 on Meta platforms, while the Jacqui Lambi Network has spent $94,426.
The Rise of Digital Video Advertising
Political parties are increasingly using digital video’s geo-targeting capabilities to send specific messages to voters in different electorates. Digital video currently accounts for approximately 40% of the TV advertising budget.
Lohman stated, “The parties are really homing in on digital video’s ability to geo-target and send different messages to voters in different electorates, with digital video currently enjoying around 40% of the TV budget.”
Blackout Rules and Online Advertising
Traditional media outlets such as free-to-air and subscription TV and radio are subject to blackout rules leading up to the election. These rules are in effect from midnight on Thursday, May 1, until 6 pm on May 3, when polls close.
However, online channels are not bound by the same restrictions. Lohman suggests that “it’s quite possible this election will see more political advertising dollars spent online than on TV.”
TikTok Engagement
On TikTok, Prime Minister Albanese leads in audience engagement. According to Fabulate, Albanese’s account (@albomp) attracts six times the likes and comments of opposition leader Peter Dutton (@peter.duttonmp) and nine times more than Greens leader Adam Bandt (@adambandt).
Albanese’s TikTok Strategy
Nathan Powell, strategy officer at Fabulate, notes that the Albanese team has learned effective TikTok strategies. “Clearly, the Albanese team have learned a lesson or two about TikTok,” said Powell. “[They] are following best practice on the platform, which is posting consistency and having clear content pillars to message to your audience.”