Labour topped election spending after Ardern surge

Labour says that a flood of donations after Jacinda Ardern became leader leading into the election campaign enabled them to outspend National for the first time in a campaign since 2008.

NZH: Rise of Jacinda Ardern sees Labour outspend National on election campaign

Labour spent more than National in last year’s election campaign for the first time since 2008 – but at least $275,000 worth of advertising and campaign work was effectively wasted and written off after Andrew Little stepped down and Jacinda Ardern took over as leader.

The election returns show Labour spent $2.58 million on election advertising during the 2017 election campaign while National spent $300,000 less at $2.55 million.

National got better bang for its buck – once the taxpayer-funded broadcasting allocations for each party were added in National spent about $3.40 for each vote it secured while Labour spent $3.85.

That’s debatable – National simply held most of the support it had in 2014, but Labour gained a lot.

It’s also debatable how effective spending is, especially given how much free publicity Ardern and Labour were given by media.

But the nose to Labour shows its dramatic change of fortunes since 2014 when it was cash strapped and spent just $1.27 million on the campaign led by David Cunliffe – slightly less than the Green Party and less than half National’s spending.

Over double, thaty’s a big turnaround.

Ardern’s campaign was focused on youth and Labour spent more than four times as much on social media advertising than National – from gay dating site Grindr to Facebook and Google.

It spent $475,400 for advertising on Facebook and Google compared to National’s $101,255.

It’s surprising that National didn’t do much on social media.

An ad agency owned by Ardern’s friend Eddy Royal, Curative, was also paid $62,000 which Kirton said was for advertising work done in the initial stages of Ardern’s leadership before the new ad agency was selected.

As significant as Labour’s surge was the Green shrinkage:

The returns show that the Green Party spent $818,500 while NZ First spent $666,150 and Act. The Opportunities Party spent just over $1 million on advertising for its first campaign, much of it funded by founder Gareth Morgan.

Greens have been pushing for donations since the election to try to pay their bills. The Turei gamble didn’t pay off financially as wel as electorally.

 

 

14 Comments

  1. Blazer

     /  March 9, 2018

    each ACT vote=$53.60.Would get much more by directly offering that amount in cash to…voters.

  2. High Flying Duck

     /  March 9, 2018

    Labour – all about buying elections. In the pocket of big money etc etc…

    • David

       /  March 9, 2018

      The unions will be wanting some value for money.

      • Blazer

         /  March 9, 2018

        well thats..Federated Farmers for..you..1 of our most powerful ..unions…probably 2nd to the Roundtable,I mean the ‘business initiative’!Bol.

  3. PDB

     /  March 9, 2018

    The free, wall-to-wall MSM ‘Jacinda-mania’ coverage – Priceless!

    Even then Labour didn’t make much of a dent in the all important centre vote. Advertising heavily on social media appears to be a waste considering most of Labours rise can be directly attributed to Ardern becoming leader rather than any policies Labour were promoting or other people they had.

    • High Flying Duck

       /  March 9, 2018

      Jacinda had a very short run in to the election. Many thought that would save her as the gloss wouldn’t wear off by election time.

      However, the rise has continued unabated in the aftermath with Labour now flying very high.
      Part of this is due to the inevitable handing over of the baton at National.

      It will be interesting if womans magazine politics continues to bring in the votes after another 12 or 24 months and whether the endless promises she has demanded people hold her Government to account on will be met, but Simon Bridges will need to work very hard if he is to get any cut through in the current climate.

      Collins and Kaye, two people who could not be more different, have both been putting in good performances holding their opposites to account so there is hope.

      • PDB

         /  March 9, 2018

        The longer she does nothing and the new govt try to run the economy like National then they will do alright. Tax is their weak point.

        • High Flying Duck

           /  March 9, 2018

          Michael Cullen has said he hopes National will get on board with the working group. I’m sure that will work out well.

      • David

         /  March 9, 2018

        The crucial matter is how long she has off with the baby and then in what capacity does she return to work. The people who because of Ardern voted may tire quickly of Peters especially given he is just a grumpy old man and will be going toe to toe with Bridges. The other issue is Arderns Ministers are…well a bit shit.

      • Blazer

         /  March 9, 2018

        ‘However, the rise has continued unabated in the aftermath with Labour now flying very high.’…could be a bit of company up..there’..for you..then.

  4. duperez

     /  March 9, 2018

    Grumpy old man Peters going toe to toe with Bridges will be different that snarky Bridges going toe to toe with Julie Anne Genter.

    • David

       /  March 9, 2018

      Yes because they are totally different people, the post is not about the Greens or Genter but the contrast between Ardern and Peters.

      • duperez

         /  March 9, 2018

        For a moment there I thought you were the one who introduced the angle of the leader of the Opposition being toe to toe with someone on the front bench of the Government.

        Made me wonder if in his dealing with Peters Bridges will be petulant and smarmy as he has been with Genter. Which might make those who voted for Bridges, (in and out of Caucus) tire of him quickly.
        Then again they probably expect him to be like that.

  1. Labour topped election spending after Ardern surge — Your NZ – NZ Conservative Coalition