TV still captures the lion’s share of video spend in Federal Election campaign – Television has retained its central place as the major vehicle for reaching voters in the 2025 Federal Election campaign, with more than $54 million spent by the parties on linear and broadcast video on demand services (7Plus, 9Now, 10Play, SBS On Demand and Binge/Kayo) in five weeks of campaigning.
Analysis by leading Australian video measurement firm Adgile shows television players took in 74% of all video revenue. Clive Palmer’s Trumpet of Patriots spent the most reaching voters in the campaign, more than $24.1 million, followed by $24 million for Labor, $20.7 million for Coalition and $4 million for Greens and other parties.
Source: Adgile
Source: Adgile
The 2025 campaign also saw significant revenue growth on YouTube, with more than $17 million spent on the platform, where the minor parties and independents focused their spend.
Source: Adgile
“No matter how you cut it, television remains the most powerful channel for reaching voters at scale,” said Shaun Lohman, Adgile Founder and Managing Director. “What’s new in this election is the scale and sophistication of geotargeting and addressable advertising. We’ve never seen this level of targeting or such a volume of variant political ads delivered across 7Plus, 9Now, 10Play, SBS On Demand Foxtel’s apps, and YouTube in an Australian election.”
“In 2025, it’s clear that Australia’s political parties have taken cues from the U.S. election playbook, adopting far more sophisticated strategies. We saw highly targeted ads delivered to key electorates with precision.
“Clive Palmer led total spending with a blunt-force media blitz across all channels, but Labor and the Coalition weren’t too far behind and actually both spent more on TV than Trumpet of Patriots.”
Adgile’s analysis also looked at the content of the political advertising throughout the campaign and found that Labor spent significantly more money on airing their policy announcements over attack ads, particularly in the early weeks, whereas the Coalition spent far more on attack ads and held back its policy spend until later in the campaign.
Source: Adgile
“What is interesting is that Labor went big and early on TV and video with policy messaging, such as their tax cuts. They were spending consistently throughout the five weeks of the campaign, especially in the early weeks when they had more clear air,” said Lohman.
“Given the significant pre-poll vote, this has had an impact on last night’s result and represents a strategic change, in terms of the media strategy compared with previous elections.
“This campaign has been different, with geotargeted video ads targeting voters by electorate, and Labor breaking the traditional spending model where parties have historically held back their spend for a final-week advertising blitz.”
Adgile is a leading Brisbane-based firm providing video measurement and analysis of advertising across streaming and linear platforms. Adgile services over 300 major Australian brands including Suncorp, Lite’n’Easy, Optus, Sportsbet, CBA, KIA and Specsavers.
Media Release – Adgile
Link to Adgile HERE
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TV still captures the lion’s share of video spend in Federal Election campaign
