Liberal Party in last minute TV blitz, as Clive Palmer spends $2m on ads

The Coalition held back most of its TV advertising until the last two weeks of the campaign, data from advertising monitoring firm Ebiquity suggests.

According to the numbers, 74 per cent of theLiberal Party ad spend came in the final fortnight of the five week campaign. This compared to 50 per cent from Labor.


Percentage of TV spend by each party per week of the campaign

“When Sunday night hit with four days to go (until the advertising blackout) they absolutely hit the turbo and put the foot down on the accelerator,” said Richard Basil-Jones, managing director of Ebiquity.

“What we have seen in those last 10 days from the Liberal Party was an incredible spike with the party in the last two weeks spending 75 per cent of their TV campaign budget,” he said.

Basil-Jones said the strategy was very different from the 2010 election where both parties were more consistent in their advertising spend.

“If we look at the 2010 election Liberal and Labor were pretty close to each other not only in spend but also in the timing of their spend, particularly in TV,” he said. “We have certainly seen a change in the 2013 election where Labor has had a steady voice from start of campaign to end of campaign where as the Liberals held back.”

Ebiquity said the Coalition has spent significantly more than their main rival with Labor unable or unwilling to respond.

“It certainly wasn’t such as dramatic acceleration in the 2010 election, but this time round the Coalition really made a hard run in the last few days and the Labor Party didn’t respond,” said Basil-Jones.

“Whether or not they were in a position to respond is another question.”

Clive Palmer’s United Australia Party has also mirrored the Coalition strategy spending up big in the last two with Ebiquity estimating that he spent more than $2m on television advertising over the course of the campaign.

“Clive spent a little over two million dollars on the TV and make no mistake in the last week took the same approach as the Liberal Party and went hard,” he said.

“He spent one million dollars in the last week and relative to the Labor campaign Clive’s spending has been extraordinary.”

Nic Christensen 


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