Independent candidates Monique Ryan, Allegra Spender lead social media spending blitz | #socialmedia

Both Mr Frydenberg and Mr Sharma’s ads are heavily focused on local issues in their electorates, though the Treasurer has also posted ads about the government’s record on tax cuts, and Mr Sharma — who is a former diplomat — on foreign policy.

The spending data is sourced from Meta’s ad library. Meta is the parent company of Facebook and Instagram.

Kooyong candidate Monique Ryan.Credit:Eddie Ryan

Like Dr Ryan and Ms Spender, independent candidates including former rugby great David Pocock, who is standing for an ACT Senate seat, Dr Sophie Scamps, who is standing for Liberal-held Mackellar, Penny Ackery, who is standing for Liberal-held Hume and Kylea Tink, who is standing for Liberal-held North Sydney, are all in the top 20 political spenders on the platforms in the last month.

Prime Minister Scott Morrison has spent $2075 in the last 30 days on five Facebook and Instagram ads. One primarily targeted men aged 25-34 in NSW and Tasmania and were about creating jobs in regional Australia.

The other four video ads all celebrated the lunar new year and ran in English, Chinese, Korean and Vietnamese and were heavily focused on Victoria and New South Wales and targeted 25-44 year olds.

The Liberal Party, meanwhile, has spent $24,947 in the past 30 days and $45,130 in the past 90 days and $149,525 since August 2020, when Meta began reporting spending data. Many of these ads are heavily negative about Labor and the Greens.

Anthony Albanese has spent $580 in the last 30 days on three Facebook and Instagram ads on his personal page. His current ads highlight Labor’s commitment to Medicare, creating jobs and integrity in government.

The “jobs” ad had a 90-100,000 page impressions and primarily targeted voters in NSW, Queensland and Western Australia. Men and women were targeted almost equally and the age groups most targeted were 25- to 44-year-olds.

The Medicare ad was even more tightly targeted to these states and age groups, as was the “advice” ad, and had a similar number of page impressions.


Federal Labor has spent nothing on its party page in the past 90 days but $256,879 since August 2020 — twice what the Liberals have spent in the same period — with the vast majority of that money outlaid in the past six months of 2021. The party plans to restart its advertising in the coming weeks as the election approaches.

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