The Australia Institute studied paid political ads published on Facebook and Instagram over a two-month period between 21 March 2022 and 20 May 2022. The analysis includes political ads published on pages administrated by candidates and parties contesting the 2022 federal election.

A total of $12.5 million was spent to run 26,945 political ads on Facebook and Instagram by parties and candidates over the two months leading up to the election.

Key points:

• A total of $12.5 million was spent to run 26,945 political ads on Facebook and Instagram by parties and candidates over the two months leading up to May 21
• Labor and the Greens had substantially more engagement with women online, while the Coalition had a 50/50 gender split
• ALP spent the most, at least of $5 million in final two months, 62% higher than the Liberal Party which came in second at $3 million.
• The total ad spend by the Coalition was $3.5m or 28% of the total spending on political ads
• The seat of Kooyong saw the highest ad spend of any division, with candidates spending $339,450 on social media ads