1 Australian Political Election Advertising Campaign th th (Data analysis for the period 5 August -6 September) For TV, Press & Radio advertising across the 5 week election campaign for the major Australian cities, the Liberal party has spent $6.75m and the Labor Party $4.04m. When comparing the total TV activity for the 2013 campaign against the 2010 campaign, the Liberal party increased the number of commercials run on TV by 15% whilst the Labor party decreased their activity by almost 50%. Note: All data referenced in this summary includes 5 major city Metro activity (TV, Press, Radio coverage). Does not include Secondary channels, Regional Media or Subscription TV 2 On TV, the Liberal party outspent the Labor party by nearly 4:1 in the final few days Week 5 of the advertising campaign is a short week for political advertising on 'electronic media' (TV & radio) where a blackout is enforced from midnight on Wednesday, September 4. Even with the short week, the final two weeks dominated the advertising period spend accounting for 76% of Liberal and 52% of Labor activity Below chart includes TV, Press and Radio spend data Week Liberal Labor Palmer Greens Total 1 15% 12% 0% 0% 10% 2 6% 17% 2% 6% 8% 3 3% 19% 3% 7% 7% 4 26% 25% 42% 14% 5 50% 27% 54% 74% 29% 46% Note - Week 5 in the above summary represents only 4 days for TV and Radio and 6 days for Press Media TV Liberal Labor Palmer Greens $5,570 $3,080 $2,228 $593 Press $927 $201 $135 $106 Radio $252 $760 $657 $16 Total $6,750 $4,040 $3,021 $714 Millions Week to Week Spend by Major Parties + All Other $9 $8 $7 $6 $5 $4 $3 $2 $1 $0 Week 1 Week 2 Other Greens Week 3 Palmer Labor Party Week 4 Week 5 Liberal Party Note: All data referenced in this summary includes 5 major city Metro activity (TV, Press, Radio coverage). Does not include Secondary channels, Regional Media or Subscription TV 3 Spend and Volume by Political Party/Trade Union/Pressure Group Liberal Party 2013 Ad Spend (TV, Press & Radio) $6,750 2010 TV Events (FTA TV Only) 3,450 2013 TV Events (FTA TV Only) 4,563 Labor Party $4,040 2,949 1,672 Palmer United Party $3,021 NA 1,529 Australian Salary Packaging Industry Association $1,480 NA 844 Australian Petroleum Production and Exploration Association $1,235 NA 592 Greens $714 531 767 ACTU $555 1,376 648 GetUp $525 638 456 Australian Education Union $468 NA NA WWF $457 NA 101 NSW Teachers Federation $363 NA NA Independent Retailers of Australia $352 NA NA NSW Nurses and Midwives' Association $303 113 272 VACC $251 NA NA The National Tertiary Education Union $233 NA 273 Australian Automobile Association $175 NA NA CFMEU $170 22 NA Family First $151 114 180 Australian Conservation Foundation $85 NA NA State School Teachers Union Of W.A $81 NA NA Australian Unions $75 NA 137 The Nationals $73 NA 43 National Union of Workers $63 NA NA Nick Xenophon $60 NA 66 Rise Up Australia Party $53 NA 242 Australian Sex Party $46 10 81 Keep Australia Fishing $36 NA 28 United Voice $28 NA NA Party/Trade Union/Pressure Group Note: All data referenced in this summary includes 5 major city Metro activity (TV, Press, Radio coverage). Does not include Secondary channels, Regional Media or Subscription TV 4 Top TV Commercials for the 5 week period (000's) Commercial Name Revolution Captain Chaos Who's Next? Our Plan You Lose Our Contract Joe Hockey - Better Budget Management Trail of Disaster Carbon Tax Why Trust Tony Abbott? Most Important Choice For A Generation A New Way Threat To Jobs Mr Abbott's Priorities Are Wrong Threat To Tax Quotes From Tony Abbott Labor Greens Spring Clean Better Schools Plan Vote Smart - Students On Shoulders Beyond The China Mining Boom Party/Group Palmer United Party Liberal Party Australian Salary Packaging Industry Association Liberal Party Labor Party Liberal Party Liberal Party Liberal Party Liberal Party ACTU Liberal Party Labor Party Aust. Petroleum Production and Exploration Assoc. Labor Party Aust. Petroleum Production and Exploration Assoc. GetUp Liberal Party Labor Party The National Tertiary Education Union Labor Party Spend ($000's) $1,782 $1,267 $1,093 $1,060 $999 $741 $665 $573 $510 $388 $362 $341 $324 $307 $287 $287 $266 $254 $215 $209 Note: All data referenced in this summary includes 5 major city Metro activity (TV, Press, Radio coverage). Does not include Secondary channels, Regional Media or Subscription TV 5 Both parties have run a similar number of commercials - 28 for Labor and 26 for Liberal - but the messaging content has been very different. Labor led the charge with negative advertising in the first few weeks of the advertising campaign; however, the Liberal party has closed the gap in the past week. Although the Labor Party has run more types of negative TV Ads, the Liberal Party have put more negative commercials to air. Distinct Creative Positive Negative Party Total Number of Events Positive Negative Total Labor 7 25% 21 75% 28 423 26% 1,228 74% 1,651 Liberal 16 62% 10 38% 26 2,533 56% 2,022 44% 4,555 Note: All data referenced in this summary includes 5 major city Metro activity (TV, Press, Radio coverage). Does not include Secondary channels, Regional Media or Subscription TV