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Report
Report cover

Political advertising on social media platforms during the 2022 federal election

Publisher
Advertising Australian federal election 2022 Election campaigns Social media Australia
Description

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
Publication Details
License type:
All Rights Reserved
Access Rights Type:
open