Political spending on digital ads: How do the parties compare?
With polling due to take place on the 29th November we have an update on how the political parties spend their money on Digital Advertising during the ongoing general election campaign.
Parties and candidates are big spenders and have spent over €330,000 on social media ads, primarily on Meta (Facebook and Instagram), with lesser amounts on Google (YouTube). Historically, Sinn Féin has been a top spender in digital advertising, but this election cycle, it has been significantly outspent by Fine Gael, Fianna Fáil, and even the Social Democrats.
As of November 22, Sinn Féin has spent €23,343 on Meta ads, while Fine Gael has spent €85,576 and Fianna Fáil €72,273. Sinn Féin has not invested in Google ads, contrasting with past campaigns.
In the lead-up to the official election date on November 29, Fine Gael has increased its daily ad spending, peaking at over €13,000, while Fianna Fáil began with a spike of €15,900 on the first day of the formal campaign.
The ad strategies show differences among parties: Fine Gael focused on the "new energy" of leader Simon Harris with localised ads, while Fianna Fáil utilised high-production-value videos targeting specific demographics.
Sinn Féin has featured its leader, Mary Lou McDonald, in ads aimed at constituency issues with localised messages.
The final days of the campaign are expected to see an increase in ad spending, as data indicates that many voters, particularly younger ones, make their decisions just before polling day.
In past elections, spending has surged in the final week, sometimes reaching 11 times the spending from three weeks prior.
Learnings for our clients;
Digital platforms allow political campaigns to reach voters wherever they may be, which is crucial, digital platforms also eliminate the limitations that traditional media may have, such as geographic boundaries and limited audience segmentation. However, it’s evident that political campaign ads can be complex and pose significant challenges, even for the best advertisers.
For Brands, it’s essential to stand out and really resonate with voters, and remaining neutral on certain issues can be a valid strategy, focus should be on universal values without delving into divisive topics to avoid alienating customers.
