Clive Palmer’s massive $21.6 million federal election ad spend

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 18 March 2019
 

Businessman Clive Palmer's spending on advertising to get himself re-elected as a federal MP has already eclipsed that of the major parties at the last national poll in 2016, and that's before a date for the federal election has been announced.  

His The United Australia Party (UAP) has so far spent $21.6 million on advertising across TV, print and radio in his bid to re-enter federal parliament, according to analysis by Nielsen.

The figure from the ratings company covers the period from September 2018 when Palmer announced the resurrection of the UAP.

The $21.6 million towers over the $16 million spent by major parties for the entire election campaign of 2016, according to Nielsen. A large portion of this went to TV advertising, with Nielsen revealing Palmer’s party has spent $16 million on TV alone.  

Palmer, a mining multi millionaire, last year announced his political comeback after serving as the member for Fairfax for one term in 2013.

His party, the UAP, is running candidates in all 150 House of Representatives seats, and has carried out an advertising blitz to boost candidate profiles.

A Nielsen spokesperson told AdNews Clive Palmer is likely the biggest change to the federal election landscape, calling his ad spend “extraordinary”.

The UAP declined to reveal the agency behind its creative work when asked by AdNews.

Palmer has previously come under heavy criticism for his use of unsolicited text messages. The backlash prompted him to vow to ban unsolicited text messages if elected.

His use of TV and print ads have also irritated some, with the UAP showing multiple ads during one ad break.
The UAP even took out a print ad in The Australian telling people to tune into Nine to watch its TV ads.

Clive Palmer ads

The UAP's ad in The Australian

The UAP declined to comment when approached by AdNews.

 

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