The power of television, coupled with geotargeting and data-driven campaigns, was demonstrated by the cash thrown at commercials during the federal election, according to media agencies.
Television advertising is still the best way to reach voters at scale, beating out other avenues such as online, and radio, according to Adgile founder and managing director, Shaun Lohman.
Data from his video analytics firm Adgile showed political parties poured more than $54 million into television and streaming platforms during the 2025 federal election campaign.
Executive director of media and data at Spinach, Ben Willee, said every election sees one party inevitably spend millions on advertising with little to show for it though.
“They spend millions shouting slogans into the void, hoping someone, anyone, might care. However politics, like branding, doesn’t work like that,” he said.
“You don’t build trust with a 30-second TV spot that sounds like it was written in a lift.”
The campaign also marked a sharp shift towards data-driven tactics, with parties employing advanced geotargeting and addressable advertising across platforms like 7Plus, 9Now and Foxtel’s digital apps.
“When reviewing media strategy for political parties, it’s no surprise they went with location-based video,” said Willee.
“Sight, sound and motion are the holy trinity of advertising and always powerful. But add location data and suddenly you’re not just shouting into the void, you’re whispering in the right ear at the right moment.”
Labor focused early on policy messaging, maintaining a consistent presence across the five-week campaign, while the Coalition leaned heavily into attack ads and ramped up policy content later.
The shift to earlier spending, particularly in light of strong pre-polling, reflected a strategic departure from the traditional late-stage advertising surge.
CEO of Bench Media, Ori Gold, said television advertising still provided an unmatched reach and effectiveness.
“Television undeniably remains a powerful channel for reaching voters at scale,” he said.
“TV excels in delivering compelling, narrative-driven content, effectively engaging older voters who maintain strong linear viewing habits.”
Matthew Nunn, founder of Nunn Media, also agreed with Lohman’s comments regarding television advertising.
“TV and screen-based strategies remain an effective tactic for reaching large volumes of consumers through one of the most powerful and credible visual mediums available,” he said.
“As long as television continues to offer daily news and high-profile sports programming, it will maintain a strong position in influencing voters and consumers.”
CEO of Awaken, Chris Parker, said while television still holds sway with older voters, social media is where the election battle was truly won.
“Gen Z and Millennials now make up Australia’s largest voting group, and we showed up on TikTok and Instagram for genuine interaction, real-time dialogue, and storytelling that no traditional media panel could match,” he said.
“(Labor) used social (media) to connect meaningfully with younger and undecided voters, swinging momentum in the final days.
“In contrast, TV largely reinforced decisions that were already made. Yes, it reached people at scale, but social (media) changed minds and hearts.
“Looking ahead, social (media’s) influence will only grow as younger voters continue to reshape the political landscape, and as more Australians turn to social platforms, not TV, for their news and views.”
Chief media officer at Enigma, Justin Ladmore, also agreed that the power of television was still second to none when it comes to reaching voters at scale.
“(Television) offers quality and emotive reach, fast. It delivers a unifying, shared experience across different demos and geography, with the ability to dominate cultural conversation in a way few platforms can. TV is still king.
But TV can’t do it alone. Broadcast reach is important but so is the growing expectation of relevance and connecting with smaller communities and subcultures.
“These groups, especially younger and swing voters, don’t sit on the couch at 6pm to watch the news. They consume, and are influenced by, a totally different mix of channels and content.”
Meanwhile, general manager, growth, at Yango, Amy Carr, said it was an outdated model to say ‘television’ was the most powerful channel for reaching voters.
“Reframed as ‘video is the most powerful channel for reaching voters at scale’? Absolutely!” she said.
“Today's media landscape clearly demonstrates that Australians are increasingly engaging with information and entertainment through screens, be it on a TV, mobile, tablet, or monitor.
“While linear television remains a component, digital platforms offer a critical advantage: the power to connect with individual voters in ways traditional TV cannot.
“And while television will likely continue to play a role in broad reach, the most effective strategy for connecting with voters at scale now and in the future involves a smart, integrated approach."
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