Capital Economy, Business and Finance
UK political parties have already spent over £1 million on online advertisements since the election was called, with Labour significantly outspending the Conservatives £684,000 to £280,000. It’s more than four times spending in the same period for the 2019 election.
With party spending limits increased by 80 per cent since 2019 to over £30 million, 2024 promises to be the most expensive UK election ever – and both parties have largely dropped Cambridge Analytica-style “microtargeting” in favour of splurging on adverts that go out to a wider audience.
But in a sign of Rishi Sunak’s defensive approach, Conservative adverts have largely targeted over 65s and middle-aged men who could switch their support to Reform UK.
Even though Sunak called the election, Labour appears more prepared for the digital campaign so far. Candidates are limited to spending around £19,000 in their constituency once parliament dissolves, so there was a crucial window between 22 and 30 May to buy local political adverts before spending limits kicked in. Labour took full advantage of this, spending at least £300,000 to £400,000 on adverts for 175 local candidates.
Tortoise analysis of the local constituencies Labour is targeting reveals an ambitious strategy. The party spent most on adverts in Conservative seats with significant majorities of between 20 per cent and 35 per cent, which would require a large national swing for Labour to win – although their current poll leads suggest they could succeed.
The Conservatives spent at most just £26,000 on local ads in the same period, almost entirely directed at seats they currently hold. Without direct party funding, some candidates like Grant Shapps and Virginia Crosbie are buying adverts out of their own pocket instead.
