Labour and the Conservative Party are chasing different groups of people online with their campaign adverts - and one is spending far more than the other.
This is fast shaping up to be the biggest spending election ever - and already the Conservatives are spending their cash begging their voters not to defect to Reform. Take paid political adverts on Meta, which owns Instagram and Facebook. Labour started strong and is still seriously outpacing the Conservatives. Sky News is partnering with Who Targets Me, which tracks and analyses political ad spending, throughout this general election.
We simply haven't seen that level of preparedness and organisation from the Conservatives so far. Compare that with the Tory spend over on Meta. The first thing to note is that the majority of the most recent adverts being put out are attacks on Labour and Keir Starmer, specifically around the issue of immigration. And secondly, they are overwhelmingly targeted at men aged 45 and older.
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